And they definitely have, thanks to a change in Facebook’s ever-changing algorithms. It’s rumored that only about 6% of fans actually see a post, and that figure is expected to fall even further this year.
Facebook is attempting to boost its thriving advertising business and manage a deluge of content from individual users and Pages.
How will you respond? As I have written about before, you need to focus on online strategies you can control, such as your website. But you still want to leverage the power of social media marketing, and Facebook is the widest reaching platform with 1,310,000,000 users and 48% of those users log in on any given day, according to Statistic Brain. As the saying goes, numbers don’t lie. It’s simply unwise for brands to not take advantage of social media’s vast influence, despite the negatives.
Try these strategies to garner the most engagement:
1. Use photos.
Images always spark more activity than plain text posts. Even better, make them original photos. Facebook deems these “high-quality” content as opposed to stock images.
2. Target your posts.
Hidden in Facebook’s myriad settings options is the ability to target Page posts to specific users based on their age, gender, location, and other criteria. A smartly targeted post is more likely to engage those users that do see it. Select “edit settings” from the “edit page” drop down menu in the Page’s admin panel.
3. Post at odd hours.
Posting in the late afternoon through evening hours used to be best practice. However, with the multitude of mobile users, there is no ideal time to post. In fact, 48% of 18-34 year olds check Facebook first thing in the morning and 28% take a peek before they even rise from bed, according to Statistic Brain. Since it’s simple to pre-schedule posts, aim for a variety of times.
4. Cross-promote with other Pages.
Make the effort to navigate across Facebook as your Page, instead of yourself. You can do this by clicking on the tiny arrow in the upper right corner. Under “Use Facebook As” click the page you want to identify with. Then you are ready to visit other Pages. Like, comment and share other Page statuses, and always tag them. This is a great way to show support and help grow their organic reach. Plus, it’s a friendly gesture – and isn’t that what SOCIAL media is all about?!
Hopefully, these Pages reciprocate and do the same for you, which will increase your Page’s organic reach!
5. Be engaging.
This may seem obvious (and it’s challenging to create engaging, quality content day in and day out) but it’s essential! Remember, Facebook’s ultimate goal is to keep as many people as possible glued to the social network for as long as possible. The better your posts (as measured by likes, comments, shares, and time on screen), the more Facebook “rewards” you with broader reach with more time in the newsfeed.
If you don’t have the time and energy to pump the Facebook content stream, it’s best to hire someone to manage it in-house or outsource it to a professional social media writer.