Does it feel like your brand posts are reaching a smaller audience on Facebook? If you manage a Facebook Page, you’re probably experiencing side-effects from Facebook’s latest changes.
According to Facebook, the average user has 1,500 stories that COULD appear in their news feed each time they log-in, with that number occasionally reaching as high as 15,000.
To help cut down on the overwhelming amount of content users face each day, Facebook has chosen quality over quantity and is implementing changes beginning in mid-January that will amplify efforts to filter out unpaid promotional posts in user news feeds.
These updates encourage brands to post engaging content rather than promotional/marketing content and instead, use Facebook Advertising to reach users with promotional content. This shift benefits Facebook’s bottom line by increasing ad sales, but it also maintains the quality of a user’s news feed.
While this will affect the way brands communicate on Facebook, it will also lead to stronger, more compelling content. We’ve seen lower engagement metrics across the board and know that users don’t want brand-focused, promotional content and are tuning it out. If Facebook is following the model of Google and LinkedIn, the platform is keying onto basic indicators: case (CAPS), special characters ($!%), numerals (phone number, amounts) in addition to past performance by a brand, topic and industry.
Instead of fighting the future of Facebook, I encourage you to embrace the opportunity to build a stronger social media content strategy. So what types of content should you post to reach the largest audience? Here are five recommendations to help keep your brand top-of-mind:
- Post a diverse range of compelling content to reach your audience segments.
- Use targeted sharing options to point relevant content to only the most relevant users, rather than blasting to all followers.
- Avoid reposting or duplicating content that exists elsewhere. Duplicate or repeated content reaches about 2-3% of users, on average.
- Maintain a healthy mix of content: relevant information/engaging questions/branded promotion. Try a ratio of 3/2/1 and conduct a content gap analysis to gain more insight.
- When in doubt, the content is probably too promotional. In that case, the content belongs in an ad and we would look for a creative angle to reach audiences.