Have you covered all your bases for your next holiday shopping drive?
If you’re looking for ways to update your social media marketing efforts, Facebook will likely remain a major focus, because although it has lost ground with younger audiences recently, and isn’t the cool place it used to be, it’s not It is still used by nearly 3 billion people per month, with 1.97 billion of them log into the app every day.
And with the Meta increasingly turning to AI-based content recommendations for inclusion in user feeds — that is, content from pages that people don’t follow — there may actually be a greater chance of getting your brand on display in front of interested consumers, if you set up your Facebook presence the right way.
So how do you do that? Here are some tips:
1. Make sure you have all the elements of your Facebook business page set up
It pretty much goes without saying, but the main starting point for building a Facebook presence for your brand is to create a custom business page, which you can do Inside the Facebook app.
Make sure you fill out all possible fields, as Facebook will then be able to use this information when rating your Page and recommending it to relevant audiences.
In the About section, provide additional content about What your business does, and the “why” of your brand, summed up to fit.
You must then upload the relevant images to represent your work, in line with the correct image dimensions, which Facebook lists over here.
Finally, you must also include a file call to action Which directs your page visitors to visit your website, contact your store, etc.
Again, most companies will probably have done all of this already, but Facebook is always rolling out new updates and changes, so it can be helpful to revisit your Page details to make sure you’re taking advantage of each element.
2. Determine who your competitors are
You also need to understand what works in your niche, and what constitutes realistic criteria for your page’s success, based on your industry, region, etc.
This means that you will need to already identify your competitors, which you probably know to some extent, and you can start with direct competition that you know. But you can also dig into the data to find the best performing pages, based on topic, products, brand name, and more.
In Facebook Ads Manager you can use files audience insightswhich focuses primarily on the main content and engagement insights of your Page, but also highlights relevant pages in your niche in the Benchmark section.
This information will not always be accurate, especially if you are just starting out, which is why you also need to complete this search by searching for pages via the basic Facebook search (search by topic and then filter results by pages), while you can also use CrowdTangleif you are able, to find pages by industry and location.
Meta Ad Library It also lists advertisers by topic, while also showing related topics that you can also search to expand your reach and ensure that all competitor pages are eliminated.
Third-party tools lie Fanpage vine It also provides competitor and industry analytics, which can be another way to track relevant Pages and brands.
3. Research Competitor Pages
Once you have a list of your main competitors, you will then need to dig into their statistics to see what results they see.
audience insights It will give you an overall measure of how the page is going, and what the most successful page posts are, while you can also explore the data on the Meta Ad Library To understand the ads they display
In terms of third party tools, BuzzSumoFacebook Page Analyzer will help you to search the details of any page.
While the “intelligence” component CrowdTangle It also provides insight into the performance of a Facebook page.
Create a spreadsheet of your competitors’ page stats, so that you can determine their average engagement rates, follower growth, the types of content they post (photos, video), and average likes, comments, and shares.
Once you have this, you will have a true measure of what kind of performance you should target, based on the pages in your specific niche and region, which will give you clearer expectations of what is realistic and workable for your strategy.
4. Dispatch strategy
Regarding your Facebook posts, there are some general conditions that you must adhere to in creating content.
Video posts Do better than text updates (Although this is not always the case), while shorter updates tend to create more interaction and responsiveness than longer blocks of text.
Research indicates that the optimal length for a Facebook post is 25 to 55 characters. This is also not definitive, but part of the logic here is that posts over 80 characters are automatically truncated in the mobile app (giving you a “see more” prompt at the end of the initial text), which can later reduce interaction.
Reels are also a major focus for Facebook at the moment, as the platform looks to squeeze TikTok, and trend toward broader sharing trends. Mark Zuckerberg, CEO of Meta, noted in July that Reels’ engagement is up 30% year-over-year across both Facebook and Instagram, and as they work to keep more people in the app for longer, they’re looking to show more Reels For more people while broadcasting, wherever it can be.
As such, it may be worth investigating Reels to maximize your reach — although I wouldn’t necessarily go all out, given Facebook’s previous shifts in focus on video content. At some point, the reels may not be in favor of that, so over-reliance on the reels may be a wrong move.
In terms of transmission frequency, Facebook has Previously advised Pages should not be concerned with over-posting, as the news feed algorithm will limit exposure to individual pages.
I don’t know if you want to definitively trust this, as the focus in this statement has been on news pages, which will end up posting a lot overall, but it does suggest that pages can post more than they think without the risk of flooding the followers’ news feed.
Really, it comes down to how much scope you have to post, and what you want to communicate, but start with One post per day A good overall metric for most pages, which will also ensure that you get relevant feedback, without overdoing it.
Regarding the best times to post, Sprout Social recently reported that the best time to post on Facebook is 3 AM, Monday through Friday.
It may have to do with the lack of competition at the time, international audiences, etc. You can also see in the graph that between 7am and 10am are also relatively good engagement times.
But Facebook’s real secret advantage, of course, is the News Feed algorithm, which will ultimately determine how many people actually view your content, based on the factors Facebook is looking to encourage to keep people in the app for longer.
The main elements that the Facebook News Feed algorithm is working on at the moment are:
- What content has been posted? What posts are available from friends and other creators and which Pages can we view?
- Who might like this content? We take into account various cues such as who posted the content, when it was posted, what the topic was and previous user behavior, among others.
- How likely are people to interact with the post? We try to predict how likely a particular person will be to engage with your post and find it meaningful. We make a variety of these predictions for each piece of content.
- How interested is the audience in this post? Based on all the data we collected in the post, what parts of the content should be prioritized?
These parameters will help define your content approach, with truly engaging engagement the main focus, whether it’s through comments or shares.
So how do you do that?
Stimulating an emotional response is the key to getting people to respond to a post with studies turns out that Anger is the emotion that spreads most easily through social media (no surprise there), and joy is a close second.
Of course, you probably aren’t looking to provoke anger with your brand’s page content, so joy might be a better approach, which might include fun, short updates that make people want to respond, question posts, quizzes, etc.
In 2017, BuzzSumo identified these post types as key factors for engagement, based on an analysis of more than two billion Facebook page posts:
- Operation Hacks
- inspirational content
- Food and recipes
- cute animals
- Music videos
- the exams
- travel and adventure
Not all of these categories will apply to all brands, but it may help to provide some guidance on what Facebook users are likely to interact with, which can help boost your reach and presence in the app.
It’s also worth noting that as Facebook continues to push more content from pages you don’t follow in your feed – which is what it’s calling now ‘Offline Distribution’ (as opposed to ‘Online Distribution’ from Pages you follow) – Posts are a bigger consideration, as the more likely people are to share a post, the more it fits into that category of content that others might want to see.
So in short, short, fun updates that people want to share with others is a good general guide if you’re looking to maximize engagement.
Following these tips will help guide your posting style on Facebook, encouraging more engagement and engagement with your organic posts.
5. Performance measurement
Once you are done with a strategic approach, you will then need to measure regularly to see what works and what doesn’t, while keeping tabs on your competitors, so you can further learn from their efforts.
When you get started, it’s probably worth checking back every month to gauge your top performing posts, which will highlight the methods that resonate best with your audience. Multiply the winners, re-evaluate those who fail, and in the end, you’ll have a clear publishing strategy for your audience – which, it’s worth noting, may not necessarily stick to the tips and processes that everyone else follows.
The trend notes here are based on extensive analytics and advice, but many pages have had success by going against the general trend, posting content that matches more specifically with their target customers, but not so much with everyone else.
It’s all down to experimentation, but these pointers will give you a good framework to start building on, which will help you find your feet faster in serving the people you want to reach.
Which is really the main note. If your posts are getting likes, but you don’t see more referral traffic to your website, and/or sales based on that, it might not mean much. Engagement stats on the platform are just indicators of the platform’s success, but if it doesn’t help you promote the key offerings that you need, to help your business, not all likes and comments will be relevant.
They contribute to greater reach, but at the end of the day, they need to be aligned with your business goals as well, which is important to keep in mind as you delve deeper into the analytics.
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