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 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.
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?
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.
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.
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:
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...
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?