Does your social media marketing “Go With The Flow”?

There are 3 guarantees in life: Death, Taxes, and Facebook will change its algorithm as soon as you get used to it.

At any given time, there are 1,500 people and businesses (on average) competing for space on the news feed. You know, the scrolling page of posts you see when you first log in.  So how do you compete for this real estate and get noticed on the news feed?

Here’s how it works:

First, Facebook wants to give users the most authentic experience, so it will only show about 300 of your favorite friends and business pages that you have liked. Facebook has determined which pages to show based on how much users have interacted with them in the past. In other words, pages whose posts you have liked, commented and shared.  If you have recently searched for a business that you already like, Facebook takes this as a sign that you want to see more of this. It also factors into its bot-based formula your page-specific preferences about how you want their posts to appear in your news feed.

Second, to further enhance user’s experience, Facebook will show you MORE of the types of content you look at the most. It determines this by monitoring what catches your attention and what you stop to look at more. For example, if you are scrolling your timeline and you pause to look at a video of a recipe, you will start to see more videos of recipes that your friends have shared.

So, how can you use this to your advantage?

Some of the basics that always apply to get noticed include:

  1. Add more native video. Facebook LOVES native video lately over a YouTube link. This will make people stop and watch your post longer, which in turn will give you brownie points in the form of news feed real estate.
  2. Make sure your content is shareable. The more it is shared by your fans, the broader the reach will be on your page.
  3. Add variety and diversity to your posts. This will keep it interesting and people will come back to see what’s new.
  4. Repurpose content that has had great results in the past.
  5. Tag related, high performing pages in your posts.
  6. Watch engagement and recency. If you haven’t posted in weeks, or if your posts have had little response, Facebook will not put your posts on the news feed. You have to stick with it consistently.
  7. Avoid overly-promotional material, or “commercials”. People will hide your posts and that will guarantee that no one watches your page.

Although Facebook may change it’s mind again before I even send this post, these tips are timeless and will always give you and advantage. Bottom line, think about the type of experience you want on Facebook and deliver that to your fans.