Just when you think you have your business’s Facebook strategy all figured out, changes to the social media platform shake things up again. Facebook’s latest tweaks to their News Feed algorithm can offer some major advantages to Page owners, if used correctly. Let’s take a look at these recent changes and see how businesses can make the most of the updated algorithm.
What Has Changed?
Facebook users will begin to see more text-only posts from friends showing up in their News Feed. At the same time, there will also be fewer text-only posts from Pages, since these posts were often found to inspire minimal engagement from fans. However, sometimes asking a simple question related to your business can inspire a lot of interaction. For example, for our client, That’s it Fruit Bars, we have had success by asking questions like “If you could only have one fruit for the rest of your life, what would it be?” Or, “Do you prefer red apples or green apples?” Make the questions simple, but don’t be too vague. For example, “What do you like to do on the weekends?” might be too vague, and will require too much thought from the user. Better to make it simple, quick and related to your product or service.
While text-only posts could get less exposure, “link-share” posts will supposedly be given more exposure by Facebook. Link-share posts shouldn’t be confused with text-only posts that simply have a link embedded within the text of the post: Instead, they feature an image, with the title and description text displayed below that image.
What Does This Mean for My Business?
Needless to say, businesses would be wise to focus on creating engaging link-share posts for their Page, and move away from text-only posts. Creating a link-share post is simple: When you add a link to a post, the image, title, and description associated with it will get pulled into the status update and will be clickable. At that point, you can even delete the link from the status update input box, since all the relevant information has already been pulled in.
Link-share posts are more eye-catching and compelling than traditional text-only updates. Adding more of these updates to your business’s Facebook strategy is likely to increase engagement with your audience and win you some new fans. When you choose to create posts where you upload your own image, try to use one that measures 1200 x 1200 pixels. While that might sound too large for use on this platform, Facebook will actually resize it for you so that it renders correctly on both desktop and mobile News Feeds.
As you can see, maintaining a successful business Page on Facebook requires a bit of strategy. You want to post enough to remain visible to your fans, without overwhelming them with a constant deluge of posts. The key to staying visible on Facebook is actually interaction: updates that receive more comments, shares, and likes will be seen by a greater percentage of your fans. In addition to striking this balance, it’s important to stay on top of Facebook’s ever-changing algorithms so that you change your posting tactics as needed. With a little time and effort, you can transform your Facebook page into an effective way to engage with your audience and expand your reach.