Six Ways Your Brand Can Dominate Facebook Newsfeed
Facebook page reach is declining due to filtered posts. You need to know ways in which you can make your Facebook posts visible to your Facebook audience and create user engagement.
More than half of all Americans over the age of 12 are on Facebook. And in the last 24 hours, 84% of those folks have spent at least 42.1 minutes on the social network platform, with the highly coveted 18-29 year-olds dedicating an astonishing 51 minutes drilling through their News Feeds and posting pithy comments about the state of their lives. And that’s just Americans.
According to the social network’s Q1 2015 earnings report that came out on April 22, Facebook’s worldwide user base is larger than ever. There are now 1.44 billion (yes, that’s ‘billion’ with a ‘b’) people who use Facebook every month, up from the 1.39 billion last quarter. All over the world, 890 million people log onto Facebook daily, which represents an 18% increase year over year (Source: Facebook 1/28/15)
World Wide WOW!
A huge and ever-growing number of people all across the world consistently visit Facebook every day, in many cases spending nearly an hour on it. Marketers everywhere are rubbing their hands together in anticipation: how can I reach and convert Facebook users into potential customers? Thus the plethora of brand pages, fan pages, company Facebook pages, and the like.
But as if it wasn’t already tricky enough to stand out among the millions of company Facebook pages, in the last several months Facebook has made changes to its algorithm that make it even more of an uphill battle for brands to get in their Fans’ News Feeds. One of those changes is that only posts that have higher-than-average amount of engagement will be seen by a lot of people—regardless of whether they are fans of the page or not. While critics see this as a way for Facebook to open the door to more promoted pages (aka, paying advertisers), marketers recognize the potential to leverage the changes to their brands’ advantage.
Stand Up and Stand Out
But how do you make sure YOUR brand’s page posts show up on your fans News Feed, whether you pay to promote or not? Here are six ways to turn Facebook’s changes into advantages for your brand so you can dominate the News Feed.
- Use the Right Visual Content: Posts with images receive 94% more views and can be powerful brand-building tools. In addition, posts with videos have 50% higher recall, according to a Nielsen study of 79 advertising campaigns on Facebook.That said, every piece of content should support your brand’s image. Get to know your target audience to figure out which visual content is more likely to increase engagement. After all, Carl’s Jr.’s target audience is vastly different than The French Laundry.
Who could forget a powerful (and slightly thrill-inducing) image like this?
- Use Social Campaigns to Promote Content: According to the BlitzLocal study titled “What We’ve Learned From 120 Billion Facebook Impressions” organic reach is down by 33%. One sure-fire way to combat this is by creating sweepstakes and contests with valuable incentives that drive more audience participation, thus launching your brand’s posts into the News Feed stratosphere.
The more interaction you have with your fans and audience, the more likely your brand’s post is to show up in their News Feeds—per Facebook’s own algorithm.
- Keep it Short and Relevant:The same BlitzLocal study cited above also points out that one of the most important things to keep in mind when creating posts for Facebook is to keep them short and simple. The study indicates that longer posts perform more poorly than shorter ones.
Short and sweet! And, even better, this post inspired a ton of engagement. Can’t get better than that!
- Create News Feed Friendly Content: If you want your brand’s post to stand out from the competition then it’s vital to create posts with relevant social context. Social context creates a sense of trust in the people viewing your brand’s post. And just as vital: be authentic and relevant.
The Whole Foods Facebook page continually posts things that people care about: healthy eating, recipes, and tips and tricks for easy, tasty, guilt-free dinners
- Post at the Right Time: Perhaps acknowledging that its new News Feed algorithm has made it more difficult for brands to capture their audience through posts, Facebook has created a tool on its Facebook Insights dashboard to help brands find out when their audience is online and schedule their posts to appear when it is most likely a fan will see it.
More than 70 percent of the interaction occurs during the first hour that a post is made, according to Facebook’s own research.
- Encourage Conversation by Asking Questions: The name of the “new” Facebook game is to increase interaction by engaging consumers in a two-way dialogue. By posting questions and asking for suggestions, you’ll encourage the audience to interact with your brand and be a part of a bigger conversation in the News Feed.
The more responses, the more others want to get involved, which increases your post’s value, giving it higher visibility in people’s News Feed.
Worth the Click
Facebook continues to be an excellent advertising platform due to its diverse user base and its ability to specifically target those that fit your brand’s demographics. Anyone, any group, you want to reach is on Facebook. The better the content of your posts, the more people will interact with your brand. And if they “like” what they see, they’ll be back—and you’ll be on top of the News Feed no matter what the next round of changes Facebook has in store.