Maximising your exposure in Facebook News Feed
Your Facebook News Feed is available when you login to Facebook, and it includes status updates, photos, videos, links, app activity and interactions from people, Pages and groups that you follow.
All News Feeds are individual to each person and connects them with stories that matter to them most. Facebook displays and ranks all the information within your Feed by relevancy using Facebook’s algorithm.
The Facebook algorithm uses a formula to determine what appears in your News Feed by taking into consideration and making predictions about your preferences. Your preferences are sourced by assessing your behaviour online.
- Finding content that you are interested in based on historical content consumption and interactions
- Keeping you up to date with friends and business page activity based on your interactions with specific people and brands
What does this mean for your business?
In 2018, Mark Zuckerberg announced that Facebook would be changing its News Feed algorithm to prioritize content from “friends, family and groups.”
Zuckerberg stated that “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
Since this statement, Facebook has focused on providing users with quality content, which in effect, has shifted the dynamics for businesses and brands, who now need to work harder to build connections and enhance their organic reach ( the number of people who have seen your post through unpaid distribution).
When it comes to building a fan base for your business page, your focus should be on building content that is meaningful and relevant to Facebook users, so that they are ‘actively interacting’ with your content through commenting, sharing and reacting to your updates (using Like, Love, Haha, Wow, Sad or Angry reactions).
Active and passive interactions
‘Active interactions’ (in order of importance) include online users commenting on posts, sharing posts via Facebook or Facebook Messenger and reacting to your updates. These interactions are more meaningful to Facebook’s algorithm over ‘passive interactions.’
‘Passive interactions’ include online users clicking, watching, viewing or hovering on your post.
These types of interactions are deemed less worthy than ‘active interactions’ and will have your posts showing up lower down on News Feeds.
Due to this, one of your aims when it comes to increasing exposure for your Facebook page, should be to create content that engages online users and will result in your online users ‘actively interacting’ with your content.
If this happens, your pages reach will increase and is more likely to appear in multiple News Feeds; giving your business page and brand more exposure in the long run.
Great ways to increase engagement for your posts and to make them more conversation worthy include:
- Using Facebook live to prompt discussions with your audience
- Adding videos and images to your posts
- Creating content and videos that are meaningful, start conversations among your online audiences and are not just about your business
- Using Facebook groups to build communities and nurture relationships online
- Use Facebook ads to increase your visibility in News Feeds
- Don’t use sensational headlines that are designed to gain clicks. If the content is irrelevant, your post will be demoted to the bottom of the News Feed and will reduce your level of exposure
Book a free 30 minute appointment to gain clarity, discuss how to get started on improving your content on Facebook.
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