Facebook Engagement Series - Part #1: Content Posting Strategies
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Optimizing Your Facebook Posts for Greater Reach and Engagement
Have you ever pondered who precisely sees your Facebook posts? In recent years, it's likely you've observed a noticeable decline in the Organic Reach of your Facebook content. Organic Reach refers to the unique number of individuals who encounter your posts through unpaid distribution. This reduction can be attributed to two principal factors:
Increased NewsFeed Competition - The proliferation of smartphones has made it effortless for people to create and share content more frequently. Consequently, there is a deluge of content, with the average NewsFeed potentially displaying over 1500 stories/posts at any given moment.
News Feed Algorithm Modifications by Facebook - To manage the overwhelming number of posts, Facebook's algorithm filters and ranks each post, displaying only about 300 of them. This ranking determines which posts are shown and which are not.
In this six-part series, we will delve into strategies to enhance the reach of your Facebook posts, thereby boosting your engagement with your online community.
It's easy to fall into the trap of thinking that posting more often increases the likelihood of your content being displayed. However, this is a misconception. The Facebook algorithm prioritizes the quality of the content, making it more important than the frequency of your posts.
While the general suggestion for businesses is to post two to three times per day, this is a blanket guideline. It's crucial to understand what your specific fan base wants and can engage with. Diversify your post types by utilizing links, images, videos, and text posts.
Evergreen Content refers to content with a long shelf life, remaining relevant and fresh for extended periods. This type of content can be reshared days, weeks, or even months later.
Examples of evergreen content include: How-to Guides, Personal Stories, Company FAQs, Historical Posts, and Lists of Resources.
Posting during peak hours when everyone else is also posting intensifies the competition to be seen. Aim to post during off-peak hours instead. For instance, 3:00 pm is typically the slowest time on Facebook each day. You can analyze your Facebook Insights report to understand when your fans are most active and determine the ideal time to post when your competitors are less active.
Facebook users have a strong preference for video content, which consistently outperforms link posts and photo posts. Videos receive the most reach, followed by link and text-only posts, with photo posts lagging behind. Facebook's goal is to be a primary resource for videos, so post your videos directly to Facebook rather than sharing YouTube links. Review your Facebook Insights report to identify the types of content your fans engage with the most, and aim to post more of that content.
