Let's talk about social media.
Social media is a tool that can be utilized in so many ways to effectively market your business. Each platform, while functionally similar, can reach a wide variety of users. The potential reach of social media depends on factors such as the quality of the graphics used, the type of media used, the use of effective call-to-actions, the effort put into the message of each post, among other things.
Facebook is among the social media with the highest user count, to be specific, approximately 2.7 billion users. From a user's perspective, the Facebook Newsfeed is tailored to their interests. Depending on the market you operate, you are likely to appear in their feed, if what you're putting out there intersects with their interests. There are 4 factors with which Facebook ranks their content.
Factor 1: The quantity of available posts - Who are you friends with? What pages do you like? What pages do you follow? These are your starting questions. Then, Who or what pages recently posted? This is mixed with paid advertising, which is consequently based on your interests as well.
Factor 2: The characteristics of the post - What is the type of content? Who published it? What's its age and purpose? What is its relevance to your interests?
Factor 3: The predictions based on what your interests are - What will you think is worthwhile content? Will you like what is sent your way?
Factor 4: The scoring - The final score is comprised of all the previous factors plus additional signals. There are two types of signal. The passive signal (time your post/video was viewed, posted time of day) and the active signal (user interaction with the post).
Now that you understand how the Facebook Newsfeed displays posts, let’s talk about how you can use it to your advantage. The first and most obvious strategy to is to POST! Keeping your page, or personal account fresh ensures that you apply with factor 1. The other factors are harder to directly apply with, however, the right content will help.
When should I post? At the start, post at varying times throughout the day and throughout the week to determine what works for you and for your users. But, here's somewhere to start: Best day according to market research is WEDNESDAY (at midday) and the worst day is SUNDAY. Keep that in mind, but do what works for you.
It's all about user engagement. If you can encourage others to engage with your post, you are helping to apply to factor 4, and more specifically the active signal. Getting users to engage with your post can be very challenging, but here's a few tips to help you achieve it.
1) Videos often generate more than 10x engagement than a traditional post
2) Facebook Live generates 10x more engagement than a traditional video, so that's roughly 20x more engagement than a traditional post
3) Write simple and effective calls to action - Buy Now!, Sign Up Now. Try our product FREE for a limited time!, etc., you get it.
4) Think "useful content", will the user feel that this post has added value to them? Everyone needs to advertise, but doing it effectively will prove to be more valuable in the long-run.
5) On the other hand, sometimes just a cute picture is all you need. Everyone loves a cute picture, especially of a puppy.
Here's some additional tips!
1) Infographics on a post can help to relay information more effectively than a caption
2) Captions should be used to supplement a post, not as the main source of information for the post
3) Use QUALITY graphics, no one likes a blurry or offputting post (literally)
4) HASHTAGS, HASHTAGS, HASHTAGS - a good rule of thumb is to limit the hashtags, and to try 1-2 brand/business/personal hashtags, 1-2 post-specific hashtags, and then if possible any related trending hashtags
All these tips are great, but they're only effective if you stick with it. Posting on social media should be a regular part of your marketing functions. Testing the effectiveness is also crucial! Sometimes, including in our case, Facebook may get low user engagement but proves to the be most effective in converting users from a post to a user on our website. On the otherhand, sometimes the opposite is the case. Instagram often gets a lot of user engagement, but it in turn has the lowest conversion rate.
One last note, while this post only discusses the Facebook Newsfeed algorithm, other social medias (Instagram, Twitter, LinkedIn, Tiktok) have very similar algorithms, and the tips discussed earlier apply in each case. Try some of these tips, see if they work for you.
Like I said earlier, everyone has to advertise. While we're not a marketing agency, we do help provide those high-quality graphics for posts, banners, YouTube channel art, etc. AND we setup the infrastructure to monitor the conversion rate effectively.