In recent months, some Facebook pages have experienced significant decreases in traffic and engagement on their posts, especially for brand pages. Indeed, it was Mark Zuckerberg himself who announced a substantial change in the algorithm for publishing visibility in the news feed via his Facebook profile on January 11, 2018:
“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other […] We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.” – Mark Zuckerberg
This important update aims to completely redefine the priority of Facebook content in its users’ news feeds. As a result, in a strategy that brings users closer together, priority is given to exchanges between Internet users, with an emphasis on friends and family in the news feed, to the detriment of brand pages.
Therefore, today, less than 2% of your subscribers will see your posts after performing an organic search. For example, if you have a page with 1,000 followers, only 20 of them will naturally see your content, leaving little room to develop your recognition.
Do companies and brands have to abandon Facebook to distribute their content?
Probably not. Facebook remains the most used social network in the world and is a great platform to grow your brand image. But to be visible on Facebook today, you have to be inventive and methodical (or have a budget to invest in Facebook advertising). Indeed, to gain organic visibility, you need to engage your followers. Only, how can you engage your followers if they can no longer see your content?
Here are some tips to increase your subscribers’ engagement and maintain and continue to expand your visibility on the social network.
Carefully plan your posts
Driving engagement on your Facebook posts is not magic but requires a little method and ingenuity. Several tips are now essential to optimize your performance on the social network.
Choose the best time to publish your posts
Today it is crucial to publish your posts at specific times. A post is generally considered to have a lifespan of about 3 hours and 7 minutes on the social network, with a peak reached around 1h50 after the post. This duration varies according to the commitment that the post generates. The more reactions there are, the longer the post will remain visible and spread through the news feeds.
If you post content during very low traffic hours, you may see your publication perish in your subscribers’ news feed. Use the statistical tool provided by your Facebook Business page to determine when your publication will have the most impact and generate the most engagement.
Traffic can vary according to the week and your target audience, so make sure you update your content publication times on a weekly basis.
Video content is on the rise on Facebook, for the good reason that it is a content format that is highly appreciated and valued by the Facebook algorithm.
Moreover, downloading and posting videos on Facebook is now being promoted thanks to the automatic playback function, which naturally attracts the attention of your subscribers.
For example, video content on Facebook is a great way to generate views and engage your audience. At My Little Big Web, we have therefore started to create “tutorial marketing” about SEO and the Web more generally. You can regularly find our content on our YouTube channel and on our Facebook page!
Finally, Live content allows you to be in direct contact with your audience, to be able to answer their questions, and to establish trust with your subscribers. It also allows you to humanize your company by offering an informal interaction with its members. It is therefore another great way to diversify content so that you can offer the best experience to your subscribers.
Be resourceful with your content. Your subscribers will always be eager to discover new formats or concepts.
Today, you can no longer make posts without a visual, or with only one link. These publications are very poorly referenced by Facebook, will not bring you any visibility, and they do not appear at all for subscribers.
Contests, carousels, Gifs, polls, etc. Facebook offers you many possibilities to raise the visibility of your posts. Make use of these resources and continue to explore new ways to offer your content based on what can be done around you. Thus, the use of memes, vines or live content works very well and can attract a lot of attention on your page.
Also, highlight the members of your team and the life of your company. It is important to give a human side to your company, to highlight what is happening on the other side of the screen. Content about the company’s life generally attracts a great deal of reaction and reassures customers because you create a connection with your audience.
Use your network
One rule that we often encounter on Facebook is that engagement attracts engagement. The more reactions your posts generate, the more people will react to them.
Also, to start getting engagement, use your network. Friends, members of your company, family, etc. All contacts are good and a comment or reaction makes it possible on the one hand to highlight your posts in the Facebook algorithm, but also to appear in the news feed of your followers’ friends (for about 30% of them). This makes it much easier to reach many people, and soon enough you won’t need to call on those around you to engage with your content.
For example, your friends’ comments on Facebook will be about 16 times more likely to appear in your news feed than the post of a brand that you follow. Focus on your network to increase the visibility of your posts and impressions.
Facebook Ads: useful or futile?
While you can achieve very good results without using paid advertising on Facebook, Facebook Ads still offers many ways to showcase your posts.
Facebook’s advertising platform allows for very precise targeting by taking into account a multitude of criteria that you can define yourself: age, geographical area, interests, etc.
There are many possibilities and they can be adapted to the advertising you want to do for your page or your post.
While Facebook advertising involves an investment, the visibility offered by the campaign is certainly effective. Boosted publications improve the organic reach of your posts, as well as the reach from Facebook Ads, which allows you to analyze the impact of this investment on your audience.
Using targeted settings and promoting your most important publications, Facebook advertising is a great tool to increase your visibility.
At My Little Big Web, we are experts in Facebook advertising, and we can help you define your objectives, needs and target audience in order to optimize the success of your campaigns on the platform.
Create a Facebook group
What is the difference between a Facebook group and a Facebook page?
A Facebook page is essentially a showcase for your company on social media. It is a public place where you can publish your ads and promotions, which can include a shop. The group is a more informal place where subscribers come together to share about a particular topic.
Creating a Facebook group for your brand allows your subscribers to find each other, share your products more easily, and make meaningful contact with you. Groups encourage reactions from your subscribers and help to develop the strength and unity of your follower community. Subscribers tend to express themselves much more easily in the privacy of a group rather than giving public opinions on a page. Note that it will take time to manage your Facebook group so that members continue to refer to and engage with it.
Respond to your subscribers
It is crucial to reply to all messages on your page to attract engagement. If you want reactions from your audience, you need to be able to respond. Unanswered messages dehumanize your social networks, and even if you publish regularly, your subscribers will consider your page as an empty shell.
Responding to comments makes it possible to show your human side through the screen, just like highlighting the members of your team.
Similarly, do not leave private messages unanswered. Show your subscribers that you are responsive to their messages and requests and that you are available to help them.
It is also important to respond to negative comments. These comments can have a strong impact on your visibility, other users can quickly get a poor impression of your brand due to two or three negative comments left by dissatisfied or ill-intentioned customers. Try to understand the problem and offer them a solution. Other subscribers will see that you are committed to your customers and that you will do everything possible to help them if they have been disappointed by the service for any reason.
Take the time to reply to all messages on your social networks and try to engage in conversation if users who follow you react to your posts.
Your turn to play
With all these valuable tips in hand, you can make your page or group a real communication hub with your customers. Be careful, however, since while this advice can help you to highlight your posts, you must not lose sight of your main objective: to make relevant, user-focused and high-quality content. If you fulfill this prerequisite, these tips can help you develop your community and make Facebook the advertising channel for your brand.