Hello everyone,
I'm Alek beers. And today we're going to talk about
how Facebook and other social media platforms determine reach
otherwise known as: Why is nobody seeing the posts I'm making for my business?
Let's see if this story is familiar
You power up your laptop
You open up Facebook you type out a post you add an engaging picture to your post then you hit publish
Post goes out and nothing happens. Nobody sees it. What gives?
Why is Facebook not showing this post that you've made to the people who follow your page or or to your friends?
What gives?
Well, let's back up for a second and look at what Facebook's goals are as a platform
so Facebook makes money off of ad revenue, obviously
and the ad revenue is based on pay per view pay per click kind of thing.
So Facebook makes money when people see the ads on the platform
So this means that Facebook makes more money
the longer people spend on their platform
so if people are just jumping on the platform and then jumping right off
and they only see one or two ads Facebook doesn't make very much money
But if they jump on the platform and they stay there for 20-30 minutes
Even just 5-10 minutes Facebook could show them a lot more ads and make a lot more money
So this brings Facebook to
Their main problem which is solving how to keep people on the platform longer
so the Facebook algorithm is entirely based on
the goal of keeping people on the Facebook platform
so
How do you keep people on a social media platform?
Well, it's actually fairly simple. You just you show them stuff that they like
That's where it gets a little complicated so
what Facebook has done through its user profiles and other mechanisms is
put people into categories.
You remember a couple months back?
when everyone was finding out that they could get into their Facebook settings and see what
categories Facebook had placed them in, what Facebook thought they were interested in.
Facebook was kind of right kind of wrong on some of these some of these things but
but the way that Facebook figured that out
Was based on the pages that their users liked, the posts that they interact with, the videos that they watched
the videos that they watched from beginning to end and didn't just scroll past
the pictures that they clicked on to enlarge
Facebook has now years of data
about the kinds of content that people interact with
the topics that they like, the articles that they've clicked on
And this is scary to some people. We're not gonna get into that but what we are gonna focus on is the fact that
Facebook uses those categories to determine what posts it shows to its users
so every post that's made on Facebook also gets put into these categories
and it can get put into multiple categories
and Facebook uses things like the industry that you've assigned your page to
the industries that the people who like the page
are affiliated with through their, you know, their job titles or or whatever
And then also the category of things that you're sharing articles about on your page
or that your that you're talking about
So Facebook is able to sort out keywords even, not just tags.
Not just associated industries or whatever. So if you have a page and
And you're talking about beauty products a lot
Facebook is pulling out those keywords that every time you says them and
It's also taking its users and every time they mention
Beauty products or they like a post or click on an ad or read an article about beauty products
facebook knows that they're interested in that.
So that's how Facebook's figuring out what people like
But let's now jump into your page. So you have a page you have people who like and follow your page
Shouldn't they all get the opportunity to see your post? Well, not necessarily
Facebook used to kind of work that way.
You posted something, everyone who saw or everyone who liked your page
would most likely see it
But there's so much content on Facebook now that's simply not feasible
There's so much content that
That you have followed, liked, the number of friends that you have
That if Facebook were to just simply shuffle them all into your newsfeed in chronological order
You would never get to the bottom. Ever. you just couldn't do it
You could hire people to scroll for you. You'd still never get there
so Facebook uses its algorithm to put only the choicest of
of little morsels of posts into your feed
so
What this means for your business page, is that when you post something
Instead of Facebook showing it to everyone
It shows it to what they have decided algorithmically is a representative subset of the people who like your page
So you create a post and you post it and about maybe 1% to 2% of the people who follow your page
will see it initially so Facebook will
put it in their News Feed and
and then Facebook will see what they do with it
Do they scroll right past it?
Do they give it a courtesy like?
Do they do they give it a love reaction or a Wow! or an angry reaction?
Do they comment? Do they share it?
do they, God forbid
click the three little dots up in the corner and say "hide post"
Facebook is looking at what that 1% - 2% of the people who follow your page do when they see your post
And then from there if those people like or engage with your post
then they will show it to more people who follow your page
and so as that subset
Gives your post relevancy,
you know you maybe have heard of the relevancy score.
The relevancy score is not very useful for figuring out what posts are working and what aren't
but Facebook is taking that engagement that your post gets from that initial 1% or 2%
And is using it to decide
who of the rest of your followers maybe wants to see it.
They use this same system when you boost a post or run an ad
They're different algorithms a little bit. They're slightly different. They're coded by different people.
They're controlled by different Facebook departments
But overall they use the same
the same principles so when you boost a post and it goes out to people
Beyond just the followers of your page
Facebook is still looking for that engagement
those comments, those shares and
You've noticed you can throw $25 into a post and Facebook may only spend $10, $12 of it
maybe not even maybe only $4 of your $25 budget and that's because Facebook is
Is so obsessed with showing people things that they like that if you're ad
gets no engagement they won't take your money
Because they want to take people's money who are creating content that people engage with
Which brings us to the most important thing that you want to be looking at
for your posts is whether or not people are engaging with them
Likes great, comments better, shares best
with the videos: watch time
if people are only watching three seconds of your video
if people are clicking away after only 10% of your video has played
Consider what content you're putting in your video
If you post a video and it bombs
but then you post a photo and people comment and like and engage
consider posting more photos
That's the that's the most important thing, that engagement
That also means that
Your posts have to be inherently something that the audience can engage with
If if there is no actionable item in your post
if it doesn't
either implicitly or explicitly invite
Some way for the audience to engage with it
Then it isn't going to do as well
because at best
your audience may like the post.
At worst they may do nothing.
so
When you're crafting your content, you want to make sure that people
have an element in that post that they can comment on that they can talk about
That they can engage with, that makes them want to share it with their friends
that adds value to the people in their feed
so when you're dropping a post onto Facebook
posting to your page, planning out your strategy
Make sure that your content is something that is going to be relevant to the people who follow your page
which I'm sure you're already doing
but more importantly make sure that the way that you word your post
the image that you share, the video content that you're producing
Make sure that it is inherently something that they can engage with
because
It may be the most beautiful picture ever
But if they can't engage with it, then it's not gonna get very far in the Facebook algorithm.
You got to play Facebook's game
That's it for today
This has been how Facebook and other social media platforms determine reach
I'm Alek Beers,
if you want to know more, if you want to sit down, if you want to craft a strategy
specifically for your business
you can consult with me.
You can message me on Facebook
You can hit me on Twitter. You can hit me on Instagram. You can hit me on LinkedIn.
You can email me. I'm everywhere.
You can you can find my phone number on most of those platforms. Give me a call. I'll do my best to answer
if you don't want to do any part of it yourself
BURD Media Advertising LLC. That's my company
We will create all of your content. We will make sure that it can be engaged with
that it matches your audience and that you are putting content out that's valuable and
spending your money on boosted posts and ads in a way that's effective
and isn't just throwing money into the Facebook hole
Thank you, hope you're having a great week!
I'm out
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