The Facebook News Feed Algorithm
Facebook constantly changing and takes into account thousands of data points to choose what content is surfaced to users. We’re not going to dive into an in-depth analysis of the algorithm here, but we will briefly touch on what the News Feed algorithm is meant to do.
Over time the algorithm has become more personalized and driven by machine-learning. The ultimate goal of this constant development is to learn what content people are engaging with on Facebook in order to provide them with the most relevant content that will—ultimately—keep them on Facebook for longer! This leads us nicely onto our first tip for improving your Facebook Page organic reach
1. Create Engaging And Relevant Content :This may seem like unhelpful advice: “Facebook wants to surface engaging content, so create engaging content.” But by this we mean understand what your most successful content is and focus your resources on creating more of this. Utilize Facebook Page Insights to find out which of your posts get the most reach, clicks and engagement, what types of posts these are, whether they are geo-targeted, what time they are posted and so on. You can also monitor your competitor’s Pages in the “Pages To Watch” section and view lists of the most engaging posts on these Pages.
There’s a lot of resources at your fingertips in Page Insights, use them to understand what your most engaging content is and help these insights inform your future content plan
2. Prioritize Quality Over Quantity : Don’t be afraid to reduce the number of times you are posting to your Facebook Page—it’s worked for some brands. A good rule here is to focus on quality over quantity, provide your fans with something truly valuable and it’ll resonate. Facebook is surfacing more video content than ever, so try creating and sharing more videos. It will take more resources than a simple image and text post, but your engagement will likely soar.
3. Use Audience Optimization :Facebook has two Audience Optimization Tools for organic page posts: Preferred Audiences and Audience Restrictions. You can use both of them whenever you share something on your Facebook Page.
Facebook s Preferred Audience feature allows you to add keyword interest tags to your post (similarly to how you would with an advertising campaign) to help Facebook understand what your post is about and who it may be of interest to. It may seem counterintuitive to restrict the potential reach of you post in order to increase its reach, but by restricting your post reach to only relevant users, your engagement rate will likely increase. This increase in engagement rate will signal to Facebook you have interesting content and will encourage it to show this content to more users
Comments
Post a Comment