So, you’re on all the Socials, you’re posting content all the time, but… nothing, no engagement. You may of heard of this mysterious algorithm that Facebook uses to determine what people see, but how does it work and how do you make sure your content is seen.
First of, what is this algorithm all about? Basically, if you were to actually see everything in your feed that was posted on a page or group you follow or was targeted to you through an ad, you would have to be on Facebook for more than 24 hour a day. Impossible, right?! So Facebook developed an algorithm which determines what you see first. This is based on your previous engagement with a page, group or person and what kind of content you and people like you usually interact with. There is also now more of a focus on post from friends, family and groups.
From a business perspective, this means only around 15% of your followers are seeing your posts, but the good news is that you can increase this by getting more followers to interact with your page. The question is how do you get them to like, love, comment and share?
Post Amazing Content – Be Relevant and Consistent
Probably the most obvious tip, but with the constant stress of trying to create new content, I’m sure we’ve all just posted something, anything just to get the post done for the day. It can be difficult to come up with new content all the time, but if you make it relevant, engaging content with catchy captions and beautiful images, you’re more likely to get some love from your followers.
Make sure you are also being consistent. There is so much information out there about how many times a day/week you should post, but personally I think you should be putting more focus on what you can be consistent with. If you have the time and energy to post everyday then do it, but if, like me, the thought of coming up with something new every day is too much, then don’t. Just make sure it is consistent. Don’t post every day for a week then disappear for the next. Spread the posts out to every few days and you’re likely to get seen by more people.
Post at the Right Time
Have a look at your Insights and see when your followers are online. Try to up to an hour before your peak times. This means you will get seen as people start to log on. But remember, try to mix it up, almost everyone is on Facebook on Saturday evenings so the place is flooded with content and your post is most likely to get swamped. Mix it up a bit, look at your reporting and see what works well.
In this age of Social Media, being more connected and having so much choice, people are no longer just buying products and services, they are buying into the people behind them. Facebook is also prioritising privacy and ‘real’ relationships. By all means, check out the competition, but try not to worry too much about what others are doing and just be yourself on your Socials. Inject your own personality into your posts and start building that relationship and people will start to engage more with you.
You can also build the relationship by ensuring you stay social. Don’t just post and walk away from Social Media. Answer comments on your page and interact with other pages. Be seen by your followers in more ways than just in your posts
Power of Video
Yes, I know, you hate Facebook lives, but they work. In fact, all video content is favoured by Facebook. This doesn’t mean you should post nothing but videos, however, a video or live is every few posts is likely to give your engagement a little boost.
Run a Competition
Competitions are everywhere on Facebook because they do exactly what you want. They get people liking, commenting and sharing your page and posts. Just remember that Facebook has rules around competitions, make sure you play by the rules and this is a great way to boost engagement
Ask for it
I’m sure we’ve all seen a video or two where the host has said something like “If this is you, drop an emoji…” It can feel a little salesy but the concept is good. Ask your followers for some engagement, however don’t be too direct as Facebook may drop your reach if you are literally asking for a like and share. The way I like to do this is to ask a question, “What do you want to see in our new range?” ”What are your plans this weekend?” “Do you love … as much as I do?”
When all else fails, Pay for it
Facebook is a business after all, so of course they are going to try and make money. If you have tried all of the above and still not getting anywhere, try doing a boosted post or an ad. Check out my previous blog for the difference between the two. Just remember that no pot is going to have as much organic reach as the paid posts, so don’t get disheartened when your subsequent posts don’t reach anywhere near as many people.
If you feel like you’ve tried it all or your head is going to explode just thinking about it all – first of all – breath – you’re not the only one, then get in touch and see if I can help with a Social Media Audit.