7 Ways To Increase Organic Reach and Create Engaging Content on Facebook
Statistically speaking, Facebook is too big to ignore but when it comes to social media marketing, is it actually delivering the results you’d hope to see?
68%of consumers and 74% of marketers plan to use Facebook more in the coming year
According to the recent 2020 Sprout Social Index the majority of both social marketers (74%) and consumers (68%) said they planned to use Facebook more in the coming year.
But with over 80 million businesses having a presence on the social network it makes it a crowded and competitive landscape.
And at a time when organic Facebook Reach is estimated to currently be as low as 1–3%, succeeding on the platform is more difficult than ever.
If you’re struggling to make an impact on Facebook, then this article is for you. In it, I will share some best practice tips to help you increase your organic reach and boost engagement.
But first, we need to take a closer look at how Facebook’s Newsfeed Algorithm works.
Facebook’s Newsfeed Algorithm: What You Need To Know
At the start of 2018, Facebook announced major changes to the Facebook news feed which means that firstly, people will see fewer posts from Pages and more from personal connections.
What this essentially means, is that Facebook will prioritize content that engages users in their Newsfeed.
The only way the algorithms can determine if your content is worth showing is if it has reactions, comments, and shares.
Attracting engagement is central to the visibility of your posts in the Facebook news feed. To get your business content ranked in the news feed, you need to create posts that attract long comments and/or encourage sharing or discussion.
Insider Tip: Identify what your audience wants to read and then create that content in the most engaging way possible.
7 Ways To Create More Engaging Content on Facebook
1. Grab Attention With a Compelling Visual
Facebook recommends each post you create should include some type of creative, like images, GIFs or videos. Make sure these creative assets are high quality. Avoid using blurry images or videos or creative that doesn’t accurately reflect your brand or message.
Insider Tip: Facebook advises that “simple posts with clean creative are best at capturing an audience’s attention” and recommends the following tips:
· Keep your color scheme clean and consistent
· Include images that are recognizable
· Use minimal, concise and impactful text
2. Share More Video
If you haven’t already started with Facebook video, then it’s time you did. Video has become the predominant way we consume information.
Video today is interactive. It’s shorter, it’s mobile and you can drive action from it. — Facebook
Tips to use video more effectively on Facebook
- When sharing video, upload it directly to Facebook. Don’t link out to YouTube. Videos uploaded onto Facebook have, on average, 110 percent higher engagement rate and 478 percent higher share rate than YouTube links, according to a quintly study of six million Facebook posts.
- Experiment with square videos. Buffer found that square videos received higher average views, engagement, and completion rate than landscape videos, especially on mobile devices.
- Add captions: When studying over 500 Facebook Pages and 12,000 Facebook videos, Locowise found that 93 percent of video views happened without sound.
- Keep it short. Facebook’s own advice is to keep your videos short: “This is a best practice in digital to capture attention. Remember that 6 and 15 seconds are the new digital standards for video.”
Insider Tip: Facebook recently launched a new Video Creation Kit which enables you to turn your existing photo assets into mobile-optimized videos. These easy-to-use templates include text options also.
Recommended Reading: 15 Video Marketing Stats You Should Know In 2020
3. Go Live
Facebook Live videos get three times the engagement of traditional videos shared on the platform and it draws 10 times as many comments as regular video. Facebook actively prioritizes live video by placing it at the top of the News Feed, as well as sending notifications to potentially interested audience members.
Insider Tip: Be sure to record good quality sound. Good sound is much more important than crystal clear pictures.
4. Generate an Emotional Response
Numerous studies have found emotional arousal plays a key role in driving social sharing. Research by CoSchedule found that content with emotional value gets shared significantly more than content that contains little emotional value. Once you understand how to strike the right emotional chords with your message, you can greatly increase your engagement rate.
Recommended Reading: How Can I Make My Content Go Viral?
5. Avoid Clickbait Style Posts
Facebook has explicitly stated it will demote posts deemed as engagement bait. While posts asking outright for comments, tags or likes was once the norm, Facebook recognizes how these posts often serve as spam.
6. Post When Your Followers Are Online
The Facebook algorithm prioritizes posts that receive engagement, which is why timing your posts is so important.
To optimize your engagement and reach, you want to share content when your audience is online. If you search for optimal posting times, you will find many guides online. You can follow these recommendations as a starting point, but it’s best to do your own testing to see which days and times work best for your own audience.
Insider Tip: Facebook makes it easy to find out your optimal posting times by navigating to the Insights Tab and selecting Posts. Here you will get data about when your Facebook Page fans are online for each day of the week.
7. Analyze What’s Working For Your Competitors and Industry Peers
Look at the type of content your competitors and industry peers are creating. Identify which content is performing well for them in terms of social shares, comments, likes, etc. Brainstorm around how you might take a piece of content they have created and add your own insight and expertise to make it more even more valuable to your readers.
Insider Tip: Facebook provides an excellent feature for this: Pages to Watch, which allows you to compare the performance of your Facebook Page and posts with similar Pages at a glance. You can also easily check out each Page’s top posts by clicking on their Page name.
To Wrap Up
While I have focussed on increasing organic reach on Facebook, the reality is that Facebook is a pay-to-play environment now. You will need to include paid strategies for a successful Facebook marketing plan. Use organic content to analyze and test to see what works best with your audience. You can then use these insights for paid ads. Your top-performing posts are proven content. With the right ad targeting, these posts can continue to reach and engage more people.
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