Everyone is on Facebook, so there is no doubt your content needs to be there too. However, as Facebook exercises more control over what you see, there are some tricks to make sure your work gets the audience it deserves.

twitter 292994 640

The current state of Facebook…

In 2016, Facebook announced changes to its algorithm that meant posts from your friends will always be bumped about content from “publishers” or media outlets.

Although it’s hard, there are ways to “trick” the algorithm and get your content seen.

More than ever Facebook is favouring NATIVE CONTENT and USER ENGAGMENT.

Facebook bumps any content that is native – meaning people do not have to leave Facebook to view it.

They will also boost posts that are being shared or commented on. In order to build engagement, you need to be posting content that allows your audience to participate in conversations people are having online i.e. news headlines, big TV shows, ongoing political issues.

p3skLzFJjEGG5HcZoTUhhUv13KJwIk2WFaDm9b72LGY

Remember it’s not about the size of your audience, but how much time people are willing to invest in your content. You want people to be sharing posts, tagging their friends and commenting.

Once you crack this, the Facebook algorithm will do the work for you, making sure your posts appear on more feeds.

Before you post ask yourself this…

Would I share it?

AND

Does it have value to my audience?

Value means will it make their life better? will they feel smarter or happier after reading it? Will they be able to have a conversation with their friends about it?

Facebook posts can be broken down into two categories:

Facebook Only – videos, memes, photos, gifs

Link posts – linking to your website or sharing a link

Facebook Only posts are what you need to build your audience and have your content seen within Facebook. These should be topical, funny and appeal to the everyday lives of your audience. 

A never-fail Facebook Only post is simply sharing an adorable puppy or cat video, with a simple caption like: "It's only Wednesday, who needs a puppy?"

Link posts are important to drive traffic to your website and get people to read or watch your content.

abc mullet

How to nail Link Posts

A link posts is broken down into three elements: The headline, the photo and the comment.

All three work together to hook the reader into your content.

post example 

 The headline shouldn’t give away the whole story, but it also shouldn’t be clickbait. Facebook now punishes click-bait content by not promoting the posts.

The comment should always be subjective; you want to trigger a feeling and engage someone’s mind. This is your chance to give them something to engagement with.

The visual element of the post should counter these two. Remember you can change the picture when you share a link, so use the opportunity to engage your audience visually.

The picture allows you to add another layer on the story between the headline and comment. For example in the above post, the headline and comment are quite negative, while the photo is almost calming - there is a disconnect between the elements that confuse your brain into wanting to know more.

Here is an example of a link pasted to Facebook without any changes:

BEFORE POST

Now with the headline, photo and comment we can make it more engaging to the audience.

Notice how we alluded to the tipi in the comment instead of showing it...

AFTER POST

Check out some other examples of good Facebook content below. 

See if you can identify why the headline/comment/photo combo give people a reason to click on the link. Is there something held back that makes you want to read on?

chocolate hook

 bach result

SBS melbourne cup

shares comments likes

pedestrian

audience

You may be also interested in these articles

EST. 1994

A day in the life of our social media manager

I'm The CMTO's social media monitor. If you've seen The CMTO's posts popping up on your Facebook feed, you can be 99% sure they've come from me. After reading this article about a day in the life of Buffer's social media manager, I was inspired to write my own 'day in the social media life of' to let you know what I get up to on a Friday at The CMTO (although mine is hopefully a little less…
Facebook Live

Facebook Live Videos

Facebook Live logo, via Wikipedia We've noticed that Facebook Live videos are an extremely effective way of giving your audiences information in real-time. Facebook Live is a great way to grow and develop audiences because it gives you an opportunity to connect to your audience more deeply. As a station you might want to think about conducting a Live video of an in-studio performance or an…

Creating the perfect Facebook post

Everyone is on Facebook, so there is no doubt your content needs to be there too. However, as Facebook exercises more control over what you see, there are some tricks to make sure your work gets the audience it deserves. The current state of Facebook… In 2016, Facebook announced changes to its algorithm that meant posts from your friends will always be bumped about content from “publishers” or…
tumblr m3im4uybOR1r6glkuo1 500

Let's talk about memes baby

Memes are familiar, inclusive, shareable and funny. It's important to be aware of the impact memes have on social media as you build your skills as a content maker. The famous evolutionary biologist Richard Dawkins coined the term meme as a "package of culture" in the late 70s. Hold on.. there was no internet back then. What was he talking about? Well actually before the net memes were present in…
snapchat 1360003 1920

An Introduction to Snapchat

Snapchat Logo | Pixabay Snapchat might seem like nothing but a bit of fun and some cute dog filters (how the heck do those things work?!) Did you know that you can use this hugely popular app to make interesting content for your audience? One way is through your Snapchat story, which is made up of a bunch of snaps acceddible to your followers for up to 24 hours. Read this NPR guide to getting…
Hi

Social media marketing: The Basics

If you are creating content for a website, you need to be thinking about all forms of social media and how they're going to work for you. As a content creator, you don't need to be Instafamous or have thousands of followers on Facebook but you do need to be aware of all forms of social media and be present across them. Being present on social media is a really good step in making people aware of…
12221292503 3f501e785c o

What to do when your content is out there

There's no better feeling than putting out your content to the world whether it's a link to your radio show, an article you've published or a video you've made. It's important to keep your post alive by allowing it to continuously interact with your audience. That's why we compiled this checklist for you to look at once your content is out there. Checklist |Oliver Tacke via Flickr 1. Have a…
14253849274 62bcbdc283 o 1

How to make your headline Googlable

Ok so "Googlable" isn't actually a word but you get the gist. Searching online is the main way to quickly and effectively find what we want online, whether it is on our computer or mobile device. Search engine optimisation is key to making your content "Googlable". Take control of the biggest search engine in the world | Pixabay So what is search engine optimisation? It's the process of improving…