How to create Facebook content that performs better in 2019
Monday, January 21, 2019
New year, same problems! Every social media marketer on the block is still trying to figure out what to do about the ever-dwindling numbers on our Facebook Pages.
For the umpteenth year in a row (or since 2014 if you want to be exact), organic reach is down. An Agorapulse analysis found organic reach for Facebook Pages dropped, on average, 13.62 percent in 2018.
Not only are fewer people organically seeing your Facebook content, but they’re also engaging far less. Engagement rates have fallen more than 50 percent in the last 18 months, according to a 2018 Buffer study.
Yikes! That makes it even tougher for marketers since engagement is prioritized in the new Facebook algorithm feed. The more people are engaging with a post, the greater the chances are that it will be shown to others.
That’s why in 2019 you need to do everything within your power to create more posts that people will react to, comment on or share.
Below, learn data-driven tips to do just that. BuzzSumo analyzed over 777 million Facebook posts in 2018 to find out what your business can do to create more engaging content.
4 Proven Ways to Create Engaging Content on Facebook
1. Post more video.
Videos get 59 percent more engagement than any other content type. Facebook announced last year that video would no longer, by nature, be prioritized in the News Feed.
But because video continually generates engagement, it regularly gets shown more and more in the News Feed. So, we’re right back where we started! You can’t go wrong if you share a video!
Steer clear of coupons and links, though. On Facebook, they generate very little engagement, but they’ll likely do wonders in your email marketing campaigns.
2. Make videos longer than you think you should.
10-second, bite-sized videos are the best way to get your brand’s message out there in the advertising world. But in the world of News Feeds, your audience wants more from you.
Specifically, videos between 3 and 4 minutes long generate the most engagements — and videos under 1 minute typically generate the least amount of engagements.
3. Keep text super short.
Posts with under 50 characters are the ones that people comment or react to the most. And in fact, the more characters you add, the more engagement falls. So, if you have a longer message you want to convey, post it in a video!
It can be as simple as hitting "Go Live." Viewers often prefer videos that are raw and real, so if your video doesn’t look professional, that’s actually a good thing!
4. Save the good stuff for the weekends.
On Saturdays and Sundays, people have more time to leisurely scroll through their social feeds. That also means those are the days when they’re more likely to engage with your content.
If you have big news you want to get out during the workweek, sit on it until at least 7 p.m. Content posted between 7 and 11 p.m. performs best.
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