With more than 1 billion daily active users, Facebook is the most popular social network in the world and synonymous with the internet for many people. Attracting an audience with Facebook marketing is not an easy task. The fan pages of companies must be creative to attract the attention of the user.
In this article, you will find some tips to boost your brand’s online presence and convert likes into sales.
A challenge to companies
Did you know that much of the content you post on your business page doesn’t reach the people who ‘liked’ it? That’s due to an algorithm that decides what will or will not appear on each user’s news feed. Its name is EdgeRank and understanding it is the first step for those who intend to use Facebook as a communication channel.
Since there are so many users and pages simultaneously producing content, it is humanly impossible to read all the posts in your circle of interest.
That’s where EdgeRank comes in. Their mission: to filter what is most relevant to each user and then display it on their news feed.
In practice, this action by the algorithm narrows the reach of posts to just a small portion of the people who like your Page. A study conducted by Socialogilvy revealed that the average reach of Facebook pages is 6.15% of the user base that has clicked on “likes”. The percentage is inversely proportional to the number of likes: the higher the number, the lower the percentage of people reached.
There are basically three main criteria to identify the relevance of a post:
The more you exchange content with a person or a page through likes, comments, private conversations, posts, etc., the higher the probability that the posts will appear in your news feed.
There is a relevance hierarchy for each type of content. For example: videos overlap images, which outperform update texts, which in turn are more relevant than shared links. The structure is complex and the algorithm is constantly updated in order to improve the user experience.
The most recent posts are supposed to appear in priority in your news feed, but time is not the most decisive factor. Either way, it is important to pay special attention to periods when there are more users online. A study pointed out a few months ago that Wednesday between 11:00 and 12:00 is the busiest time, but these data are changing.
5 tips to improve marketing on Facebook
1. Know your audience
Before creating a campaign, discover the profile of the consumer you want to reach. “Knowing the client and his behavior profile is essential to increase the efficiency of communication”, points out the planning director of the Hub Comm agency.
2. Invest in stories
One of the best ways to attract users’ attention is to tell relevant stories. “To tell a story, we first have to understand what we want to present, what the product is and to whom we want to sell it”, explains Martins.
3. Look for a differential
The mission is to produce something that attracts attention, because the more interaction and shared content, the greater the relevance and the possibility of reaching new users. Where possible, your content should be:
4. Pay attention to metrics
Facebook offers various metrics to understand what is working and what is not working for your audience. Based on this data from the platform, discover the times with the greatest impact and the format of the posts most read by users.
5. Encourage communication
Finally, it is important to invite followers to chat, ask for their opinions and experiences. In this way, you create a discussion channel and promote the publication. You can also include “call to action” buttons, inviting the user to visit your official page, for example.