Tag Archives: engagement

The New Facebook Algorithm: Posting Smarter

Posted on Wednesday, April 11, 2018 by Kelsey

The landscape of Facebook has undergone major changes in recent months with the rollout of a new algorithm that prioritizes posts from family and friends above those from brands and other pages. This change is part of Facebook’s effort to increase daily usage and engagement among users.

Other new additions include the Facebook Stories feature, which allows users to post temporary photos and videos, as well as Facebook Live, which gives users the ability to stream live video to their followers.

Source: Pixabay

Although posts from pages do not receive the priority they once did, brands still have power to share meaningful content with their Facebook followers.

Research suggests brands are most successful when they post once or twice a day. Why?

It eliminates brand fatigue.

When brands post too often, followers can get tired of seeing their content. By limiting the number of posts, businesses can avoid inundating their followers’ news feeds.

It boosts visibility.

When brands only post once or twice a day, it’s more likely the posts will actually show up on followers’ feeds. When too many posts are made, Facebook’s algorithm chooses which ones to make visible. This means not everything you put out will be seen–and it could very well be the most important updates that go unseen by your audience. (Obviously, advertising on Facebook is key to brands’ visibility as well.)

It prioritizes the best content.

When narrowing down to one or two posts a day, brands must be picky about the content they share. While this might seem daunting at first, it will work out best for the brand in the long run because only the best content will make the cut.

Video and images garner the highest amount of engagement from Facebook users. Source: Buzzsumo

 

 

 

As new features such as live streaming and stories grow across social media platforms, research continues to show that video garners the highest engagement of all content. The appeal of video is its accessibility and authenticity, especially to younger audiences. While video can be challenging to produce, its benefits can be replicated in photos and other content that focus on brand personality and provide value to customers.

The new Facebook terrain may seem like a challenge, but it gives brands the opportunity to develop their content strategy to share the most high-quality, engaging and relevant content with their followers to build and strengthen relationships.

 

Facebook Feed Changes – Don’t Panic Yet

Posted on Thursday, October 26, 2017 by Kate

Facebook Feed Changes – Don’t Panic Yet

You might’ve heard that Facebook is beta testing a news feed that completely eliminates content from brand pages. Then you probably felt a little ill. So do you want the good news or the bad news first?

Bad news? Ok. It is true that Facebook is testing two separate news feeds – one for content from friends and family and one with content from brand pages. The good news is, unless you live or market heavily in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala or Cambodia, you’re not likely to be affected by these changes. Those are the only six countries currently involved in the testing and Facebook says they have no plans to roll it out globally.

If we head down the rabbit hole of despair a bit further, it’s discouraging to hear that since the test launched in Slovakia, that country’s 60 largest pages are seeing four times fewer interactions. That said, take heart, Facebook is just doing what it always does – trying to optimize and create the best experience for its users.

What about the “Explore Feed?”

So, is the “Explore Feed” unveiled in the U.S. just a pre-cursor for this insanity? Deep breaths. No. Explore is an ad-free news feed made up solely of brand pages content (including brands you don’t follow), but it is not going to be the only place you can see brand posts. It’s merely a warehouse for articles, videos and photos customized for each user based on what Facebook thinks you might find interesting. Just another way to bring you shareable stuff.

The only thing you can be sure of is change

One thing we know for sure – Facebook never stays static for long. Just a few years ago, your brand posts were reaching 17% of your fans organically. On average, that’s down to 2% now. But here at Pilch & Barnet, we’ve been utilizing Facebook ads to improve reach and engagement for years now, so our clients haven’t felt the painful sting of Facebook’s brand-punishing algorithm. In fact, despite Facebook’s best efforts to keep brands down, our clients’ Facebook pages are growing strong.

We can help

Wish your social media accounts were doing better? Let us help. Find out about all the services we offer here.

Link Friday: The Facebook Hashtags Edition

Posted on Friday, August 23, 2013 by Brianna

You may have noticed hashtags floating around the Facebook-sphere this past summer. Here’s what’s going on.

What do you think? We recommend at least trying them out for now. It’s only a matter of time before we can truly determine the fate of the Facebook hashtag. Happy Friday!