Facebook’s algorithm is what helps Facebook determine what content you get too see. Facebook data analysis takes in to account your location, interest, age, gender and so on. The end result is relevant content being displayed in your timeline. They also take note of your online interaction for example if you are interested in cars they will show you posts relating to cars on Facebook.
Since 2015 there has been an increase in the amount of content that has been uploaded compared to previous years. This was partly to do with Facebook wanting to dominate the internet and create a platform that could provide all their users information in one place. Publishers, celebrities and businesses utilised this platform and began sharing stories, resulting in the timeline/newsfeed becoming crowded. What resulted was an audience that became annoyed with all the “spam like” content.
Facebook carried out a feedback survey to ask audiences what type of content they preferred. The results of that survey are now being felt by businesses with a significant drop in post reach. Facebook now only delivers single figure percentages for business post reach to your audience. What does that mean for business pages? Business pages must now create content to stand out from the crowd.
To put that into perspective the average Facebook user has 300 friends, they receive on average about 1500 posts a day. For that reason Facebook now only shows the most relevant content to the preferred page audience, these people are more likely to engage and purchase from your business.
HOW DOES THE FACEBOOK ALGORITHM WORK
Bear in mind when you create content to publish on your page that Facebook now favours family and friends as the top preference to show. Your posts should inform your audience and not be overly salesy. Make the content captivating and relevant to your audiences to tempt them to engage.
5 TACTICS TO IMPROVE YOUR FACEBOOK EFFORTS.
- Create scroll stopping content: Frequently shared content can have an impact your overall reach but not always the case as an alternative trying focusing on 3 core areas: feeling, motivation and colour. Your customers are human after all and how they react offline is how they react online.
- Video is King!! More than ever Facebook is rewarding pages that use video within their strategy. Native content which is basically videos uploaded straight to Facebook without the need for 3rd party platforms like YouTube. The higher the views the better the reach for your business. For that reason you can now see “viewed minutes” in the Facebook insights.
- Keep it pertinent: Your potential audience want to find information easily and quickly. Sharing relevant trendy subject matter such as an upcoming event is one example. Many small businesses should by now be getting ready for Christmas with their marketing campaigns. Hotels offering deals for Christmas parties. Remember that every business is different and therefore has different customers. So what works for me, may not work for you.
- And lastly the largest factor of all, Paid Advertising. Facebook is not a social media company it is an advertising company and generates revenue by getting businesses to pay for their advertising, the same as traditional methods such as newspapers, radio, magazines. The best thing about Facebook paid advertising is it’s targeted and data driven and the results are immediate. Everytime you place a paid advert in Facebook you receive data on how well your advert has done. It allows for targeting of your desired customer with a well-structured message for a faction of the offline cost.
WHAT DOES THIS MEAN FOR SMALL BUSINESSES?
Small business owners are uncertain about how Facebook will deliver its content but by creating Facebook specific content you will greatly increase your chances.
WHAT DOES THIS MEAN FOR AN EVERYDAY USER?
It will provide a better user experience by encouraging more interesting and relevant content for the user’s newsfeed.
Employing these tactics will see an improvement in your plan but it will take time and a constant effort. You are battling, now more than ever with every other business out there, as Facebook’s users grow so will the level of content uploaded. Bringing about the need to publish content created for your audience so the Facebook’s Algorithm will show your content to your customer via its filtering method. Visualise purchasing a magazine with all your relevant, latest, personalised content that you want to read, well that is what is occurring with Facebook and at a small financial cost.