How to Reach More People on Facebook...without Ads
February 27, 2017
Facebook - the social media giant setting the trends for content marketing - has once again made changes to its algorithms. These algorithms determine what each of us see in our own unique newsfeeds.
You, as an entrepreneur or artist with a professional Facebook page, obviously want your content to be seen by as many people as possible.
It's frustrating when - even if you have hundreds of likes on your page - your posts only reach a handful of people. What's going wrong?
With content marketing, we understand that it's a numbers game. Of the number of people seeing your content, only a small fraction of them are going to become clients and customers. You need as many eyeballs as possible seeing the amazing content you're putting out into the world. And it seems as though Facebook's changes will further hinder our ability to do that.
But if you can't go around, over, or under an obstacle, you have to go through it.
The January 2017 updates to Facebook algorithms mean, broadly speaking, that Facebook will prioritize certain content over others in newsfeed distribution. Here are some tips to help ensure your content is seen by as many fans as possible.
For a while now, video content has been prioritized over other types of content, and it has a greater organic reach than photos, links, or text-only posts (tubularinsights.com).
Facebook will now take into account the completion rate for videos - i.e., how long viewers typically stay with a video before dumping out. A video with 50% or more completion rate is considered "compelling." Shorter videos are more likely to be classed as "compelling" by Facebook's algorithm, because they prioritize videos that are watched by viewers to the half-way point or beyond. So if you have a 1-minute video, it's easier to hook and hold audiences for 30+ seconds, whereas if you have a 10-minute video, you'd have to hold viewers for 5+minutes to get that coveted "compelling" status."
If the user watches all or most of a video, then Facebook will prioritize similar videos in the user’s future News Feed" (wallroommedia.com). That being said, newsfeed distribution is based on individual behaviour. So if you make longer videos, and your page fans watch and enjoy them, they will see more content like that in the future.
So then how do you get more viewers to watch your videos to the halfway mark or beyond?
Keep your content timely by using trending hastags and topics. Posts that relate to trending topics will be temporarily boosted in newsfeed distribution (Social Balkers). Posting often (but not too often) will also help, because it keeps your page content fresh.
Video content uploaded directly to Facebook performs better than videos posted from somewhere else (like YouTube or Vimeo). It means doing double upload duty, but it seems to help. (windycitybloggers.com).
Facebook will auto-play videos uploaded to Facebook (they will start to play as you scroll past), but will not auto-play videos linked from YouTube or other sites. Auto-playing is a great strategy for hooking audiences to watch, especially if your first 5-10 seconds are interesting.
Since early 2016, Facebook Live videos have been prioritized by the algorithms (newsroom.fb.com). So, now is the time to get over your stage fright, and record some well-shot, focused, and engaging live videos. Pro Tip: These videos can be repackaged and repurposed later as video blogs or course videos.
To attract more attention to your videos, use captions so that it can still be understood with the sound off. Or better yet, use bold, eye-catching typography for even more attention-grabbing impact (tubularinsights.com).
These tips aren't meant to sound overwhelming, but rather to show you the potential of video to draw attention to your business or your artistry.
Are you ready to unleash the power of video? Contact me for a free consultation!