After the algorithm update, what Facebook content performs best?
Monday, July 30, 2018
Earlier this year, a small survey found for the first time the number of Americans using Facebook fell. Facebook’s Q2 earnings report confirmed that wasn’t a blip on the radar. It may be the new normal.
The number of Canadians and Americans logging onto Facebook each month plateaued and remained at 241 million monthly users for all of 2018. In Europe, Facebook actually lost 1 million users. Ouch.
While Facebook has its share of problems, this appears to be a larger, marketwide issue. Facebook’s been around for nearly 15 years. Fifty percent of the world’s population is on the internet, and 33 percent of all people are on social media, according to Mary Meeker’s 2018 annual Internet Trend Reports.
In short, those, especially in the U.S., Canada and Europe, who want to be on social media already are. From here on out, growth for social giants, like Facebook, could be tough.
There is a silver lining here. While it may be harder to grow your Facebook audience, the people who already follow you remain engaged. Each year, people increase the amount of time spent on their mobile devices and social media.
The latest research shows the average individual spends 1.8 hours a day on social media out of the five hours spent each day on a mobile device.
This is the time to zero in and truly engage with the audience you’ve already cultivated on social media. Let’s talk about doing that on Facebook specifically, since that’s the platform where you likely have the largest following.
Times have been tough for companies on Facebook this year after the algorithm change. Facebook took hold of the Time Well Spent movement, which means it's featuring more personal posts as well as those that create meaningful interactions.
Because of these changes, your goal is to get more comments, comment replies, reactions and shares. Share more of this content to do just that.
1. Shoot more video.
We know you’ve heard this almost every day for the last several years, but video continues to be the type of content that garners the most engagement. If you haven’t already, this is the year you need to make more video content.
2. Lose your inhibition and go live.
While users typically prefer brand videos to be polished, there’s more leniency when it comes to livestreamed videos. Plus, live videos are much easier to make since there’s no editing.
Make it a goal to go live at least once a month for the next three months. The more you do it, the better you’ll be! Look like a pro by using these tips.
3. Ask more questions.
This one is easy! Your goal is to start a discussion. Focus less on what your brand wants to say, and instead, pivot to the topics you know your audience wants to talk about.
4. Share more of your fan’s content.
Highlight people who love what you do – whether that’s your customers, employees or influencers. Your page should have at least one post a week that highlights others showing how and why they love your company.
5. Unite over passions in a group.
Group content now ranks high in the News Feed, so find the thread that connects your fans.
Are they united by place? By hobby? By lifestyle? Pinpoint that, and then start a Group. Here, you’ll need to focus more on presenting the most relevant information rather than strictly marketing your business.
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