Upside-Down Thinking by Patric Fransko
by Patric Fransko
March 1st, 2017

How to Take Advantage of Facebook’s New Changes

If you weren’t already aware, Facebook changes the algorithms it uses to make sure that its users are seeing the posts and topics that they are the most interested in. These changes have been rolling out over the past few years and have largely made the number of people that like your page somewhat irrelevant. In order to get any significant organic (non-paid) reach, you have to be a bit more strategic.

Although these changes are continuous, I wanted to share two ways that you can utilize to improve the number of people that see the content you are generating organically. That’s not to say I’m against paid reach, as I still feel that the best dollar-for-dollar ROI in marketing in 2017 is on Facebook. However, using these strategies will help your content get seen, even if you don’t have the budget to boost it.

  1. Create posts that generate engagement – Right now you might be thinking, “Duh, I always try to create engagement.” What I mean by generating engagement has to do with the type of content you post. Instead of just promoting a sale, maybe offer an extra special deal on top of the sale to the person that most accurately guesses the number of jelly beans in a jar you have pictured. They have to submit their guesses in the comments, and you’ll announce the winner at the end of the week. By doing this, you’ll create a lot of activity in the comment section as people submit their guesses. Facebook will read this engagement as something that people are interested in and place it higher in the news feed of people that like your page. To be clear, make sure to make the promotion is relevant and is something that seems to go along with the business. It shouldn’t come off as merely a strategy to create comments and engagement.
  2. Create posts that are related to a trending topic – You can easily see what items are trending on Facebook as they will tell you in the right hand column of your page. This strategy would be to integrate a trending item into your post in a way that seems cohesive and makes sense. An example might be the Academy Awards. The 2017 Academy Awards was just this past week, and it generated numerous trending stories. If you create a post for your business that gets the message you want to deliver, and integrates something related to the Academy Awards, that post will likely get seen by more people since it’s related to a trending topic.

These two basic tips will enable you to begin getting more organic reach on your Facebook posts. As Facebook continues to modify the algorithm, organic reach will decrease unless Facebook views your post as relevant and engaging. These two strategies, when used effectively, will ensure that your content earns a place on the news feeds you want to reach.

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