Do you feel like Facebook has become an ever-changing circus indicate and you’re bending over backward trying to learn new content tricks — like being seen on the platform means mustering up some sort of outrageously tricky skill, slipping on some spandex and running around flamboyantly in front of a crowd? And you’re just not that dedicated , nor that nimble , nor that… weird?
Not long ago, my organic Facebook posts were receiving massive organic engagement. Today, the same content will receive merely a few alikesa and a thumbs-ups here and there. During my work with many Silicon Valley startups, I’ve experienced how building a social presence is getting harder and harder. Why?
The Facebook algorithm has a lot to do with how your content gets marketed. Facebook has built a “pay to play” platform where companies are forced to promote their posts or pay for ads to get any value out of their efforts.
In other words, the problem may not be that your content is somehow lacking on the Facebook acrobatics scale, and you are not able to have to be trained in circus abilities to get watched. You do, however, have to pull out your billfold. Luckily, Facebook can be well-utilized, even with a small budget.
Companies that want to receive participation with their contents should read on to learn how it can is the possibility. I had the opportunity to interview Facebook strategist Logan Young, VP of operations at BlitzMetrics, to understand how the Facebook algorithm is working today and what that means for your content marketing game.
1. Hot signals for content performance
If you want to know which signals you should be looking at to measure ad performance, the number one thing you want to review is positive involvement and sentiment, Young said. How many people from your target audience are aliking, a asharinga or acommentinga on the post? Keep in mind that these are weighted differently. For instance, think of a like as worth one point, commentaries are worth six points, and shares 13 phases. Every point counts.
Since the phase system weights participation differently, youall want to focus on shares and remarks over likes. Maintain in intellect that your Facebook page reach is about 2 percent to 3 percent of your average fan base. This means that if I have a page that has 100,000 fans, only 2,000 fans will see my post. The smaller your fan base is, the higher your organic reaching will be for your content.
The other signal you are able want to look at is how many clicks your post is receive. If you post content organically, youall want to measure clicks to your website. If it’s a video, then youall want to focus on the average watch hour. Is your audience watching the video for at least 15 seconds?
2. Watch out for negative signals
As you start building engagement, you want to ensure that it’s positive. If you receive any negative feedback, it will reduce the chances of your post being assured by your target audience. Negative feedback includes hide of posts, concealing all posts, marking posts as spam and unfollowing.
You’ll require 100 likes or so per post to counteract each post with negative feedback, according to Young. However, an angry or a sad emoji isn’t considered negative feedback. If “youre feeling” as though your posts aren’t receiving enough reach, then take a look at your negative feedback and see what you can do to resolve the issue.
3. Ranking your paid content
When you consider using paid content to increase the reach of your promotions, youall want to add an emphasis on the relevancy score of your Facebook ads. Sometimes if you bid more, your relevancy rating will increase. Other days, if you bid the same as someone who has a higher relevancy rating, then they will have a higher rank.
The rank consists of two factors: the bid and relevancy score. Keep in intellect that the relevancy score is rolled up from involvement and your positive and negative feedback. The rating is based on a scale of 1 to 10. The focus isnat simply on the ad level per post, but takes your whole account and factors it into the algorithm.
4. Power up your organic content reach
Want to know how Facebook determines who considers your organic content? The content is usually spotted by your friends or people who are following your page. The quantity that you interact with another person will determine if they’re likely to see your post or not.
For example, if you’re looking at content from person often and vice versa, most likely they will see something you post before your other audience does because you’ve built up participation with that other person.
Other factors include lengthier posts and the amount of time person expends eating your content. Youall want to focus on house content that fuels your ranking. Longer posts tend to take a longer time to read, resulting in a higher ranking over other posts.
5. Three factors that affect reach
Per Logan, the main three factors that will affect your reaching include your following, engagement and time decay.
The maximum you can reach with a post is limited to your following. If you donat have a high enough following, then the post won’t reach many people from your target audience. It’s paramount to focus on constructing a legitimate following first, and then focus on engagement.
The best way to build a following is via organic methods versus paid. You’ll receive a higher engaged reaching over the broad masses of the population of alikers.a
The second factor is the participation on the post. How is the post perform? Is there a lot of negative or positive feedback on it? What is the relevancy rating? Keep an eye on all these components that impact engagement on your content. You can always experiment and try new ways to receive higher engagement.
The third factor you’ll want to look at is the time deterioration. This means you’ll want to see how long your content is depicting up in the News Feed. A post will be seen for a day, and then it will lose its interest from there. Logan said that BlitzMetrics has found that 90 percent of the reaching for a post typically comes in the first 24 hours.
While Facebook has made a huge move toward paid reach and has subsequently stepped away from organic, there are some benefits. It’s still an unbelievably powerful platform, and using its business tools can allow you to market immediately to a very targeted market.
By getting to know the metrics above and practicing their implementation, you are able to build an effective marketing strategy and get back to seeing a real ROI from Facebook. No flips necessary.
Read more: marketingland.com