Getting to know one of the biggest SMM trends of 2017
Numbers vary, but the approximate of 1.65 billion human beings, worldwide, enjoy Facebook every single month. This makes it a most-used social media platform, from the dawn of Internet onwards. No social media site at the moment can’t even sniff Facebook’s knees, when it comes to popularity.
But, the story of Facebook began rather humbly in 2004. Once a bare-bones college-students social network turned into a giant platform. A simple takeaway from Facebook’s story could be: never give up.
The most common uses of Facebook
From almost completely hidden or ghost personal profiles (made possible with Facebook’s comprehensive privacy settings) to million-followers brand pages, Facebook is an online home for literally anyone.
As you might guess by the stellar population numbers, Facebook is used in many ways and with various goals in mind. Mainly, there are two kinds of uses:
- For personal connections with distant friends, family members
- As a growth tool for businesses, brands, and companies
Some people see this network as a handy, multimedial, and fast way for them to connect with their friends. Other mostly use it to chat and engage with their colleagues, and to keep the communication going inside teams.
Professionals of all profiles may use it to either maintain their network or to grow their audience.
Who uses Facebook the most?
Depending on your business, its location and target market, these numbers can either make or break your Facebook marketing efforts, so pay close attention. According to AdWeek report, focused mainly on Western markets, the average Facebook user is 40 years old.
This and similar stats point to the fact that millennials mostly turn to other social media platforms, such as Instagram or Twitter. Keep in mind though, that this data covers Western countries, while the situation in Asia is quite different.
As an example, in India and Indonesia, surprising 75% of Facebook users are millennials or younger.
Globally (if the entire planet is your desired market), Facebook leans towards middle-aged adults a bit more. Almost a half of its users are older than 30 years, with a slight advantage on a female side of the population (55%).
Keep in mind as well that stats change, as any social platforms goes through changes all the time. Our estimates are here to give you an overall sense you could use while crafting your marketing strategy, not the final, invariable data.
The essential parts of Facebook
Despite Facebook’s popularity and the fact it has become a vital part of our (online) reality, many of its users tend to underestimate the profitable power of Pages, Groups, and Events.
Each and every part of Facebook can be used in a slightly different way. Knowing the difference between them and the possibilities as well, can be game-changing for any business-focused strategy.
Firstly, Facebook Profile is the beginning point and a basic place from which you can control and manage the remaining three parts, primarily your Groups, Pages and Events. But the Profile should be used only for personal activity and Pages/Groups management, while advertising from it isn’t allowed.
Use your Profile as an advertising spot and Facebook will show no mercy.
Now, let’s dive into each of these segments that make Facebook the powerhouse for businesses, and see how can you use them to your advantage!
Using Groups, Pages and Events for business
Luckily, there are plenty of Facebook features you can now use to grow your business. Starting from powerful ads, up to Sell Something feature in your Group, this platform is constantly making steps towards a more business-focused experience.
In sections below, you’ll discover some of the methods marketing masterminds use to turn Facebook into a money-and-growth-magnet.
Growing your biz with Facebook Groups
If you’re searching for an online place where direct communication can create a powerful community, then look no further. Imagine Groups as online spaces for interaction, promotion, and notification-strengthened attention.
The various levels of privacy and security enable you to craft your Group so it could perfectly fit your goals and needs.
- A group can be Secret, reserved only for invited users;
- The forms most of the companies are using is Closed – people can see the Group’s description, cover photo, member list, but cannot see the posts unless they join;
- Public – where non-members can see most of the posts, but cannot interact inside the group in any way.
Let’s take a look at some group features that can be particularly handy for promotion, engagement, and other money-invoking activities:
- Live Video – engaging with your audience live is by far one of the most successful (and fun!) marketing tactics. Tip: always provide value/educate/inspire;
- Sell Something – a straightforward button for your perfect offers. Tip: do not overdo this feature and be creative. Let us quote Rand Fishkin, The Wizard of Moz, “Best way to sell something – don’t sell anything. Earn the awareness, respect, & trust of those who might buy.”;
- Create Polls – best way to find out what your customers want? Ask them!
- Schedule the Posts (New feature) – social media platforms themselves began adding basic organizational features to simplify the posting process.
Main benefits of Facebook Groups: direct communication, a sense of community, polls, Sell Something feature.
Growing your biz with Facebook Events
If that fits into your business type and goals, consider hosting occasional Facebook Events to attract the new and further engage the existing customers.
With Events, you can organize a large number of users around a one point in time. Keep in mind though, that the location doesn’t need to be physical. You can create an event around the webinar or any other kind of online or offline happening. Nice to know, right?
A nicely organized, well-built Facebook event can draw many people to your brand, as well as entice interesting conversations.
According to your needs, the privacy settings are customizable, ranging from public events, to completely private ones, and many variations in between. Another great element is an ability to export events to different calendars.
Main benefit of Facebook Events: creating a sense of urgency with a set date, expanded visibility (when someone clicks Attending/Interested, their Facebook friends will see your event).
Grow your biz with Facebook Pages
Facebook Pages are created with the business in mind.
Especially when combined with the Boost Post option, Pages can bring you directly to your target market.
Therefore, Facebook has been adding new features to Pages during the past couple of years. Several changes have been made to Page’s appearance and functionality. Luckily, all these modifications are working in marketers favour.
As an example, here are some of the options you can use to attract new leads and customers with your Facebook Page:
- Constantly upgrade your marketing strategy using basic (but useful and nicely presented) analytics in the Insights section of your Page;
- Enjoy the powerful Publishing Tools, also containing Scheduling, Video Library and other handy features;
- Again, embrace the Live Video, answer questions and directly communicate with your audience – pro tip: the recording remains, so you can share or boost it later on, to further promote quality content;
- Create an Offer option for Pages is also an amazing way to inspire customer action; a sense of urgency is always welcome and can be achieved with the expiry date. Plus, you can add a promo code and sweeten the deal;
- Promote Website – if you have a drool-worthy website, you can promote it directly from the About section of your Page.
Play around with these features, to go beyond mere posting and explore the possibilities they hold.
Bonus: How to utilize Facebook Pages even more
Facebook Pages are definitely an ultimate social media asset for a business of any size or niche.
Their main benefit are boosted posts, that can reach 1000s of users on a rather small budget. Besides this, one can clearly see that Facebook’s team is devoting a lot of attention to Pages, creating a true go-to resource for growth and profit.
Sign up to Amplifr and connect your Facebook profiles and Pages to manage them effectively and hassle-free.
Remember, there’s one commonly seen feature on Twitter, but not so frequently utilized on Facebook. Indeed, a pinned post can be a game-changer for your Page’s performance. Pick a high-engagement post which nicely represents your brand and pin it for everyone to see.
The content you should consider pinning to the top of your Page is various:
- The best performing post (or an offer);
- Breaking news about your company and how they can benefit your customers;
- An amazing, attention-grabbing video (preferably uploaded directly to Facebook, not from Youtube);
- Invitation to join a promotion, contest, or any other campaign;
- Literally anything that presents your business in a utmost positive light!
The small tip about boosting
A common mistake most of the marketers/brands make with ads is boosting weak posts. Better promote well-received posts to amplify their reach and efficiency even more.
Structuring Facebook Posts: The Best Practices
Is there such a thing as a social media post that suits every channel?
That would be so neat: a one form of the post that looks nice and performs well… anywhere! Unfortunately, such a structure is not possible. God knows, we tried.
Every platform has its distinct rules and requirements. With almost a ⅙ of world’s population daily posting and communicating on Facebook, this overwhelmed giant needs to find ways to filter all that data. The algorithm is actually what controls and filters the News Feed.
So, how can you know what kind of posts are the right fit for this social media wonderland?
A one part of the story is how your posts are structured and the other part that equally impacts Facebook’s algorithm, is how you interact with your audience. First, let’s discover the secrets of most successfully shaped posts for Facebook.
Two pillars of visible Facebook posts
So, we got the main thing straight – there is no such thing as a post that fits every channel.
Fortunately, a general recipe for a well-structured Facebook post can be outlined. Firstly, the intention or a main idea that will help you shape any visual or textual update is: entertaining and educational.
You’ve already learned how Facebook uses an algorithm, to cut through the massive chaos, bringing only the most relevant and high-quality content to its users.
Knowing this, brands and companies need to provide a constant flow of interesting original or carefully curated posts. Please note that this is not a guarantee for success (as it depends on multitude of reasons), but it does help with a stand-out-get-noticed effect.
Adding value is the must, as mere selling is no longer effective. Simply, we humans have become resistant to entirely money-focused marketing. Nowadays, we seek more. We engage with brands who communicate with us, not just promote their products/services.
Keep this in mind when crafting your posts.
Original, curated, or maybe…?
… the both.
Certainly, for a young business, that does not have the substantial amount of original content yet, curated pieces come to the rescue.
Curated, or content forms produced by other people/companies, may also play a critical role in how your reach and page growth. Whenever sharing curated content, make sure to add a comment of yours, to add your opinion and strengthen your brand.
You can also share the posts you disagree with and explain why!
The length of effective Facebook posts
This is a time of short-attention-span information. Despite the space Facebook provides to its users (you could write a total of 63.206 characters), as little as 40 characters proves to be the most effective length.
When it comes to Facebook, the shorter, the better. You’ll get approximately 400 characters of space, until Facebook organizes the text with “See More”. That is more than enough for any kind of entertaining information.
On the other hand, if what you wish to share requires more space, here are some tips on how to organize the text, while still keeping Facebook’s algorithm happy:
- Consider adding a remaining text to a photo, using Canva or a similar simple design tool;
- Maybe create a Document (for the Group) or a Note (for Pages), which will contain the longer story better;
- Until recently, you can add a simple color/colorful pattern to your statuses, so try organizing your text this way too.
Tag (@) and hashtag (#) use
Some of the social media platforms, such as Twitter or Instagram, rely considerably on hashtags. Despite the fact Facebook provides this option, hashtag use is not nearly as powerful.
Just the opposite, your posts will presumably receive less engagement with hashtags, than those without (according to 1-billion posts Buzzsumo’s study).
Probably the use of hashtags doesn’t seem so helpful for most Facebook users. In Twitter of Instagram, we’ll gladly use those actionable symbols for search and navigation, but that doesn’t seem to be the case with Facebook. It simply doesn’t care about hashtags that much.
On the contrary, using tags (or name tags) can be useful on Facebook, especially if you’re interested in connecting with influencers or other brands and companies. Once tagged, another public Facebook page (actually, its admins) will be notified about your action.
Drawing the attention to your content in this way can be rewarding, especially if your plans are directed towards partnerships, guest posting, and similar.
The general rule for tag use for Facebook is the one we’ll mention pretty often – don’t overdo it. It might be tempting to get as many influential people notified about your activities, but going overboard in anything can be punished by Facebook (and any other platform, to be honest).
The use of images in Facebook posts
Oh, nothing better than a nicely optimized post with attention-grabbing visuals!
Make sure that any visual component you choose for Facebook posting, especially photos, are high-quality, clear, and eye-catching. When choosing stock photos (if that is your source of preference), do not pick the most downloaded ones.
Also, be courageous – approach the images with creativity, boldness, individuality. When it comes to social media, and Facebook in particular, visual identity is crucial.
Should I post from Facebook directly?
An interesting fact (also found in the mentioned BuzzSumo research) is: when images are posted via Instagram into Facebook, they’ll receive higher engagement, compared to native Facebook image posts.
This data is based on a study of over 1 billion posts, from more than 3 million Facebook pages worldwide.
Usually, less engagement is achieved, when posting from one platform to another. As an example, Facebook doesn’t act so friendly towards Youtube videos, but prefers native Facebook videos instead. Note that videos directly uploaded to Facebook can get over six times more engagement than embeded videos (oh yes, that is a lot).
Maybe because Instagram is owned by Facebook, images posted via this platform will gain more visibility, therefore – all that lovely engagement.
I don’t like images. What if I stick to image-less posts?
Of course, you could completely avoid images in your posts.
But honestly, we wouldn’t recommend it. Because, what is the main goal of posting, essentially? To draw attention to your offers/products/services and inspire profitable action.
Surely you could do this with text only, but remember that we humans are mostly visual beings. When we like what we see, chances are higher we’ll actually interact with the content. Not to mention that merely drawing attention to your post can be challenging.
Images, and other visual elements, such as gifs, charts or similar, can certainly make your brand more noticeable on Facebook.
Creative image posting options on Facebook
Besides the ordinary single image and album posting (including the cross posting via Instagram), there are several options for images that are definitely worth exploring:
- Photo Carrousel – building a scrolling carousel of photos, with a link;
- Slideshow – a quick way to create a simple video out of 3 to 10 entertaining and preferably, educational photos;
- Canvas – a feature which enables you to combine photos and videos into a unique post.
Making friends with Facebook’s algorithm
So, what kind of posts does Facebook like? Here are some of the elements of most rewarding Facebook posts:
- Content that is both educational and entertaining;
- Comment-magnets on which both the audience and post’s creators are active in;
- Content posted in times when your target audience is most active;
- High-quality visuals, with images preferably posted via Instagram
- Video content, either live or recorded;
- No spamming (also hashtags are pretty irrelevant here).
How often and when should you post on Facebook?
In the course of 20 minutes, an approximate of 1 million links, almost 5 million photos and over 700.000 status updates are being shared on Facebook. These astonishing numbers do seem intimidating, as they prove how getting your content seen can be a daunting task.
The mere logic would suggest that you should post as frequent as possible, in order to rise above this cacophony and actually get noticed.
But, the truth is entirely opposite.
When you post just once or twice per day, but doing your best to provide high-quality experience to your audience, the Facebook magic happens. Your best content will filter to the top, and most importantly, Facebook’s algorithm will fall over heels for you.
Facebook’s algorithm and timing
When situation becomes too chaotic, the Law, Order and their brother Excellence enter the room. Simply, in an overwhelm of content, Facebook had to find the way to filter which posts are News Feed worthy, and those value (and quality) criteria lie behind its algorithm.
Make friends with these rules and your success on Facebook is almost guaranteed.
Is timing everything?
When it comes to Facebook, no, timing is not everything.
Sure, for location-focused businesses, do make sure that your posts match the usual schedules and habits of your target audience. Facebook Analytics can come handy in determining these activity peaks, but keep in mind that certain management tools, such as Amplifr, contain more in-depth data that can help you out.
But, frequency does influence your marketing efforts. As mentioned, more is less in the case of Facebook.
Overflowing your feed can only make this giant’s algorithm angry. And that’s exactly what we’re trying to avoid here!
When posting, focus on a smaller amount of engaging, educational, and entertaining content. Additionally, step out of the shadows and interact with your audience, especially during high-peak activity times.
The examples of possible high-engagement posting times
As you might have guessed, there are no rules in love. We mean, social media marketing.
With that said, do not focus all your attention to any of these examples. Your business (or your client’s business) is unique. Your perfect posting times might be completely useless to someone else, and vice versa.
When determining the right moments to hit the Post button, rely on these steps:
- Initial experimenting – try trial-and-error posting in different times, at least for a month;
- Experienced analysis – look at the data and don’t forget that every month is not the same (consider holidays and similar season-related elements).
Some of the common timings you might notice:
- Early in the morning;
- Around lunch breaks;
- Between 10pm and midnight;
- All through the weekend.
Try these in your audience’s local time, obviously!
This is when the majority of users are checking their Facebook feed. Once more, there are no rules, so make sure you explored all the options. Desirably, arm yourself with a powerful analytic tool, to make sure you’re seeing the entire picture.
The biggest no-no in marketing
No spamming. Do not spam your audience, simply do not do that.
If anything you’ve posted is not truly spam, but smells spam-ish, again, avoid it. By all means, never ever spam your audience. Excuse us repeating, but please, just don’t spam.
The opposite of spamming might be classy, tactful, and strategy-based outreach. Avoid sending mass-event invites, messages or invitations focused on your brand page, but coming from your private account.
That kind of aggressive behaviour will not only turn potential customers from you, but it will also get you banned and directly blocked from Facebook. Simply, this platform doesn’t allow spamming of any kind.
Did we mention that spamming is bad for your Facebook’s health?
Spam-like posting: clustered updates
Firstly, what are clustered updates and why should you avoid them?
Spamming doesn’t end with messages or invitations, sent to many people at the same time. It extends to the way you’re posting the updates too.
The behaviour you should also avoid, if successful, long-term Facebook growth is what you seek, is clustered updates. When you post multiple updates within a rather short time span, the algorithm sees your Page/Group as simply – annoying.
Therefore, the frequency of your posts throughout the 24 hours matters, but also the time distance between the posts themselves.
The only exception to this rule of clustered updates is an image album. When you post several images, nicely arranged in an album, Facebook treats the update as a single point in your audience’s News Feed. And that works just fine!
Embrace the power of scheduling
Thankfully, Facebook gave us the features which can significantly improve our performance on this social media platform. One of the helping hands Facebook offered us is in-platform scheduling of posts.
Meaning, if you wish to make a basic scheduling setup and ensure that your posts are intelligently distributed in time, you’re free to do so without even leaving Facebook’s dashboard.
But, basic in-Facebook scheduling is too… basic
You’re not here because you want basics. You already own the basics in your pocket.
For more powerful scheduling options, which go hand-in-hand with insightful analytics, consider social media management tools.
The best way to both manage and improve your posting technique is through using these software tools, created to bring control, clarity, and efficiency into your marketing.
Sign up to Amplifr and connect your Facebook profiles and Pages to schedule posts and save up to 5 hours every week.
Bonus tip: keep in mind that engagement is like candy to Facebook’s algorithm. Once your posts are scheduled to audience-friendly times, make sure to be around and give adequate responses.
Basics of Facebook Engagement
There is a huge shift happening as we speak.
More and more marketers turn towards value-led communication in all their marketing efforts. This rising trend is most visible in social media and of course, on Facebook.
What does value-focused marketing mean?
Essentially, this kind of strategy is based on value – sharing, and education. The “old age” marketing principles of “our offer is great, buy it” are no longer effective. Nowadays, the course of selling turns to “this and this will make your life easier, and (delicately) this offer can help you get there”.
Value-oriented marketing and Facebook engagement
In previous chapters, we discovered:
- How Facebook functions on a deep level;
- When you should post updates on this platform;
- What kind of Facebook posts perform the best.
But, does this influence the way people are interacting on Facebook?
It certainly does! Keeping a more value-oriented communication enhances customer experience in various ways. When a both entertaining and useful content is shared, audience will likely mention, share, and recommend it further.
Think of it this way – what kind of content do you usually promote and send on? Exactly, high-quality, helpful content.
Building long-term relationships
Firstly, it is highly recommended to swiftly and elaborately answer to your customer’s comments, reviews and messages. Go beyond mere posting and show to your audience that you’re truly devoted to them!
This is how long-term relationships are built – on trust, helpfulness, exchange.
Actually, Facebook almost forces you to promptly answer the messages sent to your page. It also shows the average response time on the right side snippet in your Page. If you’re answering in less than 15 minutes, Facebook will show (off) that information.
What inspires the engagement on Facebook?
… And we do not mean the romantic kind.
Basically, people will engage more with your Facebook Page or Group if:
- The content you’re sharing is value-loaded, high-quality, and inspirational;
- You ask a lot of (relevant) questions – either in a form of usual updates or polls, asking laser-focused queries almost immediately engages your audience, but also provides valuable insights for your business;
- Avoid spamming by all cost;
- Use eye-catching, professional-looking photos and images;
- Experiment with video content, either live or recorded and preferably posted directly from Facebook;
- Respond and inspire dialogs in comments;
- Occasionally hosting the contest or giveaway can also boost the engagement – but please note that it is not permitted to organize contests on Facebook directly, so it’s better to use platforms such as Binkd or Strutta.
Reposting the content – yes or no?
This question is by far one of the most trickiest when it comes to Facebook marketing. The reason behind its complicity might be the uniqueness of every business and its communication nuances.
Some of the gigantic companies do recommend reposting, but again, their audiences and business are large enough to sustain experiments. Not every business, especially a starting entreprise, can play with posting in such a way.
But, let’s see what are the possible pros and cons of reposting on Facebook!
According to Neil Patel’s words from this Forbes article, only a fraction of your fans will see each of your posts. Knowing this, reposting at different times does make sense, making it possible for other segments of your audience to actually view your content.
Finally, occasional reposting might save you from a dried-up content calendar. Keeping a five-star level in posting can be challenging after a while.
Cons (and possible difficulties)
If you repost the same, but exactly the same content (which is not desirable in general), Facebook will organize those post into a stack. In this way, the whole point of reposting is lost, as this kind of grouping will erase the space between them.
Also, fairly consistent and largely identical posts can affect your affinity factor. This element of the algorithm filters the posts based on engagement data. The more you share the same content, the less people will interact with it.
After a while, the overall visibility of your Page or Group could significantly drop. Auch.
Lastly, your audience might mark those repeating posts as spam. Even bigger auch! This action could be addressed, through a rather fast process. Anyhow, it may also hurt your page as a whole.
What if I repost intelligently and carefully?
In the world of marketing, moderacy doesn’t always pay off. But, strategic moderacy is always a brilliant idea.
Post the same (or strikingly similar) content in different, divided times, in 2 or 3 occasions, and not only you’ll stay friends with The Algorithm, but you may also experience the growth.
You can also spread your reach to users in different timezones, if you take the “smart ‘n’ data-driven” approach. And finally, you can revive the weeks or months old posts, offering them to new visitors.
Ongoing and growing engagement doesn’t come by chance
As you saw, it might be easy to create the spikes of engagement of Facebook. But, in order to keep the engagement intensity stable, even increasing, is not plain sailing.
Fortunately, the openness of Internet enables us to learn from other people’s failures and successes in Facebook marketing. It’s time to draw certain conclusions:
- Focus on value and naturally, subtly promote your products/services;
- Respond to messages and comments promptly and constructively;
- Stick to tip-top visuals;
- Always give preference to links, images or videos over plain text;
- Do not overuse reposting and try to vary up the posts each time;
- Ask questions, get involved in discussions;
- Perceive spamming as your growth’s worst enemy (because that’s what it is);
- When posting videos, do that from Facebook itself;
- But, when posting images, preferably do that from Instagram into Facebook;
- Consider hosting contests or giveaways with Binkd, Strutta or similar software.
The secret of successful Facebook engagement lies in audience’s experience, not your conversion rates. Stay focused on your user’s needs, interests, and wishes.
Take on a challenge to build a community, not a mere customer base, and you’ll see a significant growth as a according reward.
Understanding Facebook Analytics Tools and Their Use
There are many ways how an understanding of Facebook Analytics can help you structure, organize, and plan the upcoming content.
Trying to grow a business with a Facebook Page, but without a deeper knowledge of its numbers and graphs, reminds us of driving without a map (or GPS). The ride might be interesting and exciting, but a destination will vary between a pleasant surprise and a complete disappointment.
Now, what if your goal to better understand the way Facebook algorithm functions, but without “too-much-data” headaches? You probably yearn for actionable, practical tips, not over-complicated theory.
You’re on the right place! Let us analyze the bricks and mortar of Facebook analytics.
What can you do with Facebook Analytics/Insights?
These integrated tools can be a powerful ally for professionals wanting to track how their Facebook Pages are performing, on a deeper level.
Take a look at some of the elements you can track in Insights, in order to gain valuable insights and perfect your marketing strategy:
- User interaction;
- The best time to post (though these stats are not as comprehensive as Amplifr’s);
- When during the week would be the nice time for posting;
- Which type of content was popular on your Page (s).
Without any doubt, knowing these numbers can significantly impact the way you perceive your Page’s performance.
Introducing the Dashboard
Inside the main Insights dashboard, you can find:
- A total number of likes, with a view on increasing or decreasing levels;
- The number of potential fans you could reach (people related to your existing fans);
- How many users are talking about your Page;
- Clear stats on your weekly reach;
- Data on virality of the posted content.
Alright, so what can you do with this data?
The main goal is to identify the high-performing, successful posts and further analyze them. Maybe you’ll discover a pattern: are they posted at similar times? Is the form of those posts the same (video, text, link or image)?
This kind of data-based knowledge enables you to:
- Create more content your fans will simply adore;
- Boost well-performing posts to increase your brand’s reach;
- Strategize the reposting of those successful posts.
How to act after seeing the data?
So, you should surely re-think your Facebook strategy over and over again, as the numbers will change through time.
But, there are certainly numbers that cannot impact your Page’s growth in any significant way. Dwelling on these parts of Insights can take a lot of time, which can be used for more growth-inspiring actions.
A perfect example of this kind of rather uninteresting data are Likes. Surely, it is nice to see an enormous number in this section, but the quantity of Likes itself can have minimum impact on growth and preferably, profit.
What matters is more quality-based information.
Let us explain this through an example of Likes section in Facebook Insights:
- Who are your fans and is their demographic aligned with your perfect target market profile?
- Where is the most of your audience based? If your business is focused on a single location, but your fan base is global, then targeting through ads might be wise
- When did the unlikes occur? Consider going back to the posts shared on those days to grade them more harshly.
Use every single part of stats to create actionable takeaways and notes. No matter how detailed, the numbers themselves don’t mean much if they’re understood in a right way.
Finding your brand’s ambassadors
As another example, a Talking About This section can also be used as a demographic tool, which can further improve on your perfect buyer personas (maybe even more than your actual Page fans!).
Think about it – what does it take for you to go beyond liking and commenting, and actually discuss a certain content on social media? That’s right, you must really like that content and its message.
Sign up to Amplifr and connect your Facebook profiles and Pages to receive full reports on their performance.
See people from Talking About This as your company’s ambassadors and find ways to craft your offer, so they’ll like it even more.
Falling in love with stats
We know very well how data, numbers and stats can seem boring, even intimidating.
But please, do not underestimate the pragmatic potential this information contains. For instance, can you truly grasp your Page’s performance, without looking into sections like Total Daily Reach?
The short answer is – no. The deeper you go into stats, the more clarity you’re going to gain about your Facebook (and overall) marketing strategy.
And when you finally become addicted to that functional, success-ensuring information, consider implementing more powerful analytic tools, such as ones you’ll find in Amplifr.
How to Use the Best of Facebook – Instagram Algorithm
Usually, cross posting between two social media platforms is not really recommended. Oddly enough, that is not the case with Facebook and Instagram.
Maybe the secret behind this algorithmic partnership lies in the fact that Instagram is actually owned by Facebook (and maybe it doesn’t).
Whatever the case, posting images to Facebook from Instagram is definitely a smart idea. Instead of the direct upload, the Instagram-Facebook connection can considerably improve both the visibility and engagement of those images. Hurray!
Main benefits of utilizing the Facebook-Instagram algorithm
Besides the increased engagement (which is extremely nice and surely desirable), there are many other benefits to using this peculiar cross-platform uploading.
Let’s take a quick look at top reasons why you should post your images via Instagram (particularly, for business-focused use):
- Posting via Instagram provides a choice for your fans to connect with your business on this platform as well;
- Hitting “two birds with one stone” (not literally, poor birds) – this action enables you to promote your Instagram content as well;
- You will showcase relevant images to your audience, strengthened with relevant hashtags.
Why more and more businesses are turning to Facebook-Instagram connection
When an opportunity appears to cross-promote your content on different platforms, embrace it. Especially in cases like this, where that kind of behavior is even rewarded!
As a marketing platform, Instagram is offering a great deal of merit. When combined with all Facebook’s possibilities, Instagram’s impact increases. Why would anyone miss on that? We don’t know either.
Often, a such a rewarding activity sounds like a lot of work. But, this is not the case with Instagram and Facebook.
These giants truly go hand in hand. As an example, Twitter would publish your Instagram post in a form of the basic web link. But Facebook lets you share the images directly from Instagram, right into the Timeline/News Feed.
Such a wonderful partnership, right?
How to use Instagram to boost your Facebook Page (s)
- Almost effortlessly syndicate Instagram to directly post onto your Facebook business Page, to increase your visual’s reach;
- Cross-posting allows your Facebook contacts that are not present on Instagram to follow your activity (and vice versa);
- Once uploaded, images from Instagram can be saved to a Facebook album (“Instagram photos”), enabling you to tag other pages and draw more attention/traffic;
- If your Instagram audience is larger than the one on Facebook, use cross-posting to funnel those fans and inspire them to follow you there as well;
- Advertise a Facebook contest on Instagram, to gain more participants;
- Add a short information about your Facebook Page inside your Instagram bio (and another way around as well), and don’t forget to add a link;
- Use hashtags on Instagram to connect with relevant users and inspire them to follow you on Facebook too (as you know, Facebook is not a hashtag-loving place).
The best way to wrap this Facebook Guide up
As you probably realized along the way, Facebook marketing is truly a complex field, with many unexpected twists and turns. Nevertheless, Facebook is definitely worth the effort, and I encourage you to further explore its possibilities. Magnificent are the ways in which this platform, when used properly, can impact your business.
Use it to both share your voice with the world, make an impact, and finally, bring in more customers and users into your business! And of course, never stop learning – knowing more about marketing always, always pays off.
Key Takeaways From This Chapter
1) About Facebook and its users
- The approximate of 1.65 billion human beings, worldwide, enjoy Facebook every month
- An average Facebook user is 40 years old;
- Each of business-related sections – Pages, Groups and Events contains various features that can boost your business;
- Growing and maintaining your audience’s engagement on Facebook is a must for any business goal;
- Facebook Pages are a no. 1 money-making asset of this platform (and probably, social media in general).
2) Structuring the best Facebook post
- Most successful posts on Facebook are both educational and entertaining;
- The balanced combination of original and curated posts proves to do well;
- As little as 40 characters is an effective length for a single post;
- Hashtags are not popular on Facebook, but tags can be useful;
- Images and video content are always welcome, and should be high-quality and engaging;
- And images posted from Instagram gain more engagement than the ones posted directly from Facebook.
3) Timing and frequency of posting
- Less is more: Facebook’s algorithm prefers less frequent, but quality content;
- Consider posting in times when your audience is most active;
- Usual high-engagement times (in your fan’s local time): early in the morning, around lunch breaks, between 10pm and midnight, and all through the weekend;
- Avoid spamming at all cost (including clustered updates);
- Embrace the power of scheduling.
4) Facebook Engagement
- Focus on value-filled, instead of salesy communication;
- Do your best to provide prompt and detailed answers to your (future) customers;
- Ask relevant questions frequently (either in the form of status updates or polls);
- Experiment with video content (both live and posted from Facebook);
- Consider organizing contests or giveaways;
- If reposting, make sure that it is not the exact same content and do not repost more than 2, 3 times;
- Try building a strong community around your brand.
5) Understanding Facebook Analytic Tools
- Identify the high-performing posts and use their structure, timing, and content idea to form your next posts;
- Also, consider boosting successful posts as ads;
- Do not dwell on numbers, but observe the story behind them: who is your audience, where are they based, when did unlikes occur and why, etc;
- “Talking About This” data shows what kind of updates did your brand’s ambassadors like (and try producing more of such posts).
6) Facebook-Instagram Algorithm
- Posting images from Instagram, instead of directly from Facebook, significantly improves the engagement on your Page;
- Other benefits of this partnership are: raising awareness of your presence on both platforms, cross-promotion, and hashtag research to connect with your target audience;
- You can also advertise your contests from Facebook on Instagram, to draw more relevant traffic and gain even better results!