Unlike Twitter and Instagram, which post updates in a timely and intuitive fashion, Facebook organizes your news feed to prioritize the content it thinks you’re most likely to be interested in, based on… Well, no one is exactly sure. From a marketer’s standpoint, this lack of predictability and transparency has caused quite a bit of consternation, including some businesses bailing on Facebook marketing altogether.
Our CEO Matt Cooper thinks everyone should just relax about Facebook feeds. In an article he wrote for MarketingProfs, he explains why the mysterious Facebook algorithm doesn’t matter as long as you are promoting good content.
Here’s the gist:
Not all content is created equal, and not every post to Facebook will take off with users. Stop obsessing over the posts that receive on 2% or 3% page reach and recognize that you’ll see wide fluctuations over time.
Instead, you should focus on your month-to-month engagement trends and adjust your strategy based on those metrics. Facebook’s analytics dashboard allows you to sort your posts based on the amount of engagement they’ve received, so at the end of each month you can analyze what kinds of posts received the most likes, shares, and comments and then produce more of that kind of content in the future.
Looking for more information on how to create engaging content for social media marketing? Here are some good reads: