How to: Make Your Facebook Updates Seen in a Post-Promoted Page World
When Sugar Mountain Shoppe raised the issue on their Facebook page about the recent promoted Facebook changes resulting in “only 10% of page fans receiving the updates that are posted,” not only did the company discuss a timely issue but they also offered suggestions to help educate others–while also driving interaction on their page.
Their advice? Click on their page, hover over where it says “LIKED” and make sure you click on “Show in News Feed” or “Like” us if you love cupcakes. And, then they politely asked for users to share the post with fans and friends.
Like many other businesses with Facebook pages it made us wonder about the best ways to ensure that updates are seen. So, first we went to the source to see what Facebook themselves had to say about the matter.
Facebook writes on their site that people will still see an unpromoted post delivered to the audience you specify but that there may be reasons why users didn’t see it:
- Didn’t check Facebook the day you posted, didn’t scroll down to where your post appeared in their news feed and that the user hadn’t applied their news feed controls
- Clicking on the sort menu in the top right of your news feed to change how stories are sorted from top stories (ordered by how relevant they are e.g. how long it’s been since you’ve visited Facebook, your relationship to the person who posted the story, and how many likes and comments it got) to most recent (stories will appear in the order they were posted).
Facebook goes on to say “Promoting a post simply bumps it higher than it would otherwise appear in your audience’s news feed.”
Okay, so our updates will still get seen? Yes… well, not exactly. We’ll have to work a tad harder for each and every update.
Ways to Make Your Facebook Updates Seen
- Post at the optimal time. Only you know what’s right for your business, and you can use your Page Insights to figure out what’s working. User engagement with Facebook Pages is highest from 9:00-10:00 pm, and the 18-24 demographic is the most engaged during this time.
- Post at least two times a day with updates that contain sound, sight or motion (audio, photo, video). Brands doing a text-only post at 10:00 am, and then another text-only post at 1:00 pm are not using the new algorithm to their advantage. Posts in this timeframe and delivery method cannibalize one another by overlapping, and having no visual element to maximize reach.
- To break beyond the new reach limitations on organic posts, certain content should use the sponsored story functionality to highlight the content to a wider audience.
Mari Smith offers ways to take back control of your Facebook News Feed. Her recommendations are to:
- Make use of the interest list feature by creating or subscribing to your favorite interest lists where you’ll be able to add them to your Favorites at the top left side of your home page so you can browse through the exact content you wish.
- To find where Interest Lists are listed, on your home page, look way down on the left hand column. You may need to click the ‘More’ button, then you’ll see Interests and click the next ‘More’ button. This is the direct link to that page.
- One of the key factors in optimization is engagement: the amount of clicks, likes, comments, shares etc. generated by a piece of content
- While overall engagement should remain relatively consistent as a result of our most recent optimization, your organic reach may be impacted
- The more engaging your content, the lower the impact this optimization should have on your reach going forward
- Feed is optimized to show users the posts they are most likely to engage with, where engagement is defined as clicking, liking, commenting, or sharing the post – or in the case of offers, claiming the offer.
- Posts that are more likely to be engaging tend to appear higher in feed. Some of the strongest factors that influence this are how engaging an individual post has been for other users who have seen it, and how engaged a user has historically been with other posts they’ve seen from that page. Feed also takes negative feedback into account, which is the number of people who have hidden a post or reported it as spam.
- Finally, if a page has a piece of content that it feels will be very engaging e.g. A good offer, a great photo, an announcement, etc. then using paid media to “boost” that post to fans in newsfeed can be an effective tool to increase engagement with fans.
What have you been doing to ensure that your Facebook Page updates are seen? Let us know if the comments below.