The reach of Facebook posts, we know, is a distant memory for many. The reach measures, in fact, how much your content is shown to fans , given that not all fans see your updates immediately (indeed only a small part, even under 4%). By experimenting with some fan pages I manage, I find myself having to increasingly shift the editorial plan towards less informative content : fewer and fewer in-depth links to a sector, more and more funny images, “viral” videos, jokes and quotes. This approach pays off: more and more likes and shares. The interest thus shown is then transmitted to the more serious links (always rationed). This is because links do not attract – mostly – the increasingly scarce attention of users , further lowering the average reach of posts.
By insisting you risk entering a vortex of
Disinterest and low reach that will make the Facebook fan page disappear from the radar of those who have liked it. In short, users navigate within Facebook with great receptivity to pure fun, to easy, fast and non-demanding content. What is Facebook’s goal? Facebook’s intent, on the other hand, is clear: to keep users inside as much as possible, so as to expose them to paid ads for a longer time (sooner or later they click). To confirm this, here is a news item from a few days ago that appeared on Facebook’s newsroom, then picked up by.
TechCrunch: we could regulate the visibility of updates from friends, fan pages, groups , etc. without necessarily removing the friend or like.
First consideration:
you need to know more and more about the tastes of a page’s fans. Faced with this hostile scenario (so to speak), what should those who manage a Facebook fan page do? Probably they must adapt to the gap between the high quality of the contents to be maintained on the site VS the average low quality of the contents of the editorial brazil email list plan on Facebook. The next step to take, therefore, is to think in terms of a “multi-channel social” perspective (second aspect): the most informative (and external) links go mainly to Twitter, Google Plus and LinkedIn; on.
Facebook it is better to prefer images, quotes, videos, graphics and infographics, with a limited selection of the most interesting and attractive links, with effective titles (but be careful of click baiting ): the high reach achieved with images will be useful in giving more visibility to the links that will follow.
Also interesting are the considerations of
Regarding the reach of multi-image posts (third aspect) possibly of equal size: even up to a +280% visibility on fans and a disproportionate +800% – abundant +1300% on clicks. Numerical data to be verified, but it is worth making some attempts: the reasoning made in the posts that I report below are admissible. Sources: Multiple Photo Posts Increased Clicks 1290% – Facebook Case Study Speaking of Facebook videos… Facebook is betting big on videos; for this reason.
Social Media Managers should do the same:
Videos uploaded directly to Facebook have a very strong exposure to fans , they arouse curiosity and – unless the user indicates otherwise – they automatically start scrolling , becoming an appetizing bait for people’s curiosity. Increasingly efficient and affordable connectivity on the move makes it easier to watch videos on smartphones and tablets on the go. To support this, as always, here are the numbers : +600% time spent browsing from understanding boise’s market dynamics mobile in the last 4 years (in the UK, but it’s a good general benchmark) +500% mobile video consumption in the last 2 years, globally (not clear to me if globally in the UK or globally) 25% of all web content viewed in 2013 was video (more than double the previous year) > 50% growth in Facebook video views from May to July 2014 (in just 3 months) 65% of.
The approximately one billion video contents viewed on
Facebook each day are on mobile (as of June 2014) In short: video + mobile is the way, if it wasn’t clear (fourth consideration). Videos will therefore have to be short, lean… social! For marketers, digital video, particularly on mobile, is becoming cell p data more important as well. – Fidji Simo – Product Management Director at Facebook – Sources: Index Report – Q1 2014 The numbers say that it is good to prefer a certain type of content ; Facebook’s strategic choices confirm these hypotheses: the definition of an effective social editorial plan becomes increasingly complicated , since each media chooses specific paths and disadvantages those who do not consider these specificities.
