This year saw even more changes to the Facebook algorithm, and the social media giant doesn't seem to be slowing down in 2020. Although this improves the experience for Facebook users, it often means that organisations have to work harder to be heard over content from family and friends. 📣
While you can pay to boost content on Facebook, create a more sustainable strategy in 2020 with these 5 tips! ⚡️
What Is The Facebook Algorithm?
The algorithm is a formula that Facebook uses to rank all available content on the platform. It is designed to show users the most relevant and exciting content to keep people engaged. While this is excellent news for us as Facebook users, it can make social media managers' lives a little more tricky. Content from organisations is often de-prioritised in favour of posts from family and close friends which are deemed more relevant. 🤔
Inventory: Assessing the content available on Facebook at that point.
Engagement signals: Determining the quality of the content and how interesting/relevant it is.
Engagement predictions: Predicting how many other people would find that content interesting depending on the initial engagement levels.
Overall score: Receiving a total score that determines which newsfeeds the content appears in.
Tip 1. Only Share Meaningful Links
The Facebook algorithm works so hard to keep people engaged on the site, so why would they want to show content that encourages users to leave?
Share links as text in images instead of in the post 📸
Share links in the first comment under your post ⬇️
Ask your audiences to private message you if they want further details 📩
Tip 2. Use Facebook Stories
Ephemeral content (content that is only available for a short time) is only going to continue to rise in popularity in 2020 — Facebook Stories hit a massive 500 million daily users in 2019! 📈
Stories allow organisations to connect on a more personal level. They tend to be less polished than content on a feed, but that works in your favour as your organisation appears more authentic and personable. 👋
Tip 3. Encourage Colleague Engagement
As soon as you post a piece of content on Facebook, the algorithm starts monitoring how many people engage with it to decide whether to display it to more of your audience.
Related Content: Maximising Employee Advocacy To Grow Brand Influence
Tip 4. Get Started With Live Video
Facebook themselves have said that live videos generate 6 times more engagement than traditional videos. With the algorithm centred around promoting engagement, it's no surprise that live videos are the way forward!
Tip 5. Spark an Emotional Response!
Our final tip is to create content that makes people feel something. People use Facebook for many reasons, but in lots of cases, they just want to pass the time and be entertained. 👀
Nostalgic Content: Evoke recollections and a sense of pride or fondness for yesteryear. This theme not only encourages people to get involved in the conversation and share their own memories but selecting content from different periods can actually focus on different audiences. Getting involved in #ThrowbackThursday each week or every other week is a great way to start to test this tactic out. 📰
Wow and WTF!? Content: These are moments that are outrageous, hilarious, or awe-inspiring. If you think it’s crazy or incredible, your audiences probably will too. This kind of content creates a fantastic talking point, even if people just want to share their disbelief! It’s important to remember that Facebook users generally visit the site when they’re looking for a distraction or entertainment and so don’t be afraid to meet that need. 😲
Awwww Content: Tactic three is all about the cute stuff. Whether it’s adorable kids, animals, or heart-warming interactions, it’s hard to ignore content that is just lovely and connects with us on a human level. 💕