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Facebook visitors have grown tremendously to around 1.6 billion users in first quarter of 2016. From the studies, the users are actively engaged with the content posted in their news feed resulting average visit of 20 minutes per user.
But users have many more things to consume from this average visit…
That’s why 50 million small businesses have created Facebook pages and 2.5 million advertisers compete for user’s attention.
They keep sharing content whether it is of low or high quality, to interact with fans, the competition rises with it and they populate the news feed of Facebook.
With increasing number of brands on Facebook, the posts has also increased by 80% and organic search decreased from 7% to 2% in last two years.
This rapid change in metrics had made the thing clear that there is no other option but to refine Facebook strategy.
Here are some tactics that can make you popular
1. Break the big NEWS first
If you’re among the few pages to post some big news which are relevant to your audience, then you might get an organic hike. This is especially true if you manage to send an update before it shows in the Trending Topics.
Do not forget to mention high authority websites in your posts.
2. Facebook gives preference to NEWS publishers first
News Feed is called so because Facebook wants to become a go to resource for real time information. Therefore in April 2014, social giant announced partnering with Storyful.
With this launch, Facebook supports journalist and newsrooms to explore more breaking news from their platform.
It is noted that news publishers remains steady, even if they are having higher posting frequency.
Facebook favors and trusts you to make the news feed a better place. So, use your powers wisely.
If you aren’t in the news business, then your brand should remember to post less while maintaining content quality.
3. Time spent on the post is also the indicator of user preference
Many of us hate clickbait headlines presented by websites like Buzzfeed, etc.
When you promise a person to give him a huge surprise but at the end it fails to deliver, then user feels cheated.
To understand the usefulness of the website, Google has designed the metrics like Bounce Rate and On-Page time.
Facebook also started to fight against “Click Bait“. It started surveying the users that appears in their newsfeed and asked them to rate it.
4. Try with New Audience Optimization Targeting Tool
Facebook wants to help visitors to optimize their marketing efforts. And, with this idea in mind, it launched the audience optimization tool. Note that this tool replaces the older interest targeting tool.
Before we look at its inner workings, you might need to enable the feature (in case you’ve got less than 5,000 likes).
Navigate to Settings >> General and turn on Audience Optimization for Posts.
Users can now preferentially view posts from certain users using their “See First” feature. I would recommend that you make your audience aware of this feature. So that they can set your page to appear at the top of their news feeds.
Facebook is top referring website on the internet sending loads & loads of traffic to many websites. Many news websites made their business through this visitors generating platform.
You do not need to get upset about the declining organic reach of your brand’s Facebook page. Instead, experiment with the strategies and tools I mentioned in this post (based on your requirements). And, if nothing works, give paid advertising a try.
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