So, I took a week off Facebook recently because of a family holiday, which I thought would play havoc with my Facebook posting strategy. Maybe I should be a bit more accurate than that; I took a week off my Facebook ‘PAGE’ and not my personal profile. I continued to post on my personal profile, but did not update my Facebook PAGE for my business.
I wanted to see if it had an effect on my organic reach (free) when I returned a week later. The answer seems to be, yes it did. But it’s not as dramatic as I expected it to be… which is good news.
It may still be a little early to get the final results as I am writing this 2 days after returning, so I don’t want to jump the gun but initially, I have discovered (and had reaffirmed) that certain things ring true.
Paid advertising on Facebook
I have recently paid to promote a couple of videos I made specifically for my Facebook page. The results from these were pretty much as I expected. My goal was to make people aware of my existence as a social media expert but at the same time, I was testing the Facebook algorithm to see if paying has an affect on my organic reach.
By the way, this is such a cheap way of getting yourself in front of the right audience; I spent £3, yes just £3… on one post and it gained 287 engagements. Even with my maths, I can figure out that’s around 1 p per engagement = A BARGAIN! (as a side note, this was a video. I also paid to promote a photo album with the same budget and it only gained 11 engagements – that tells me video is KEY!).
Organic Reach – FREE
So, what is my Facebook posting strategy? Well, I’ve said it before and I will say it again, POST QUALITY CONTENT! What constitutes ‘quality content’? It’s the type of content that your audience loves. How do we find that out? Test, Test and TEST again!
I know, I know, I’m not giving you the exact answer you’re looking for but I challenge anyone who knows about these things to do so. YOU CAN’T!
What does my audience want?
My audience likes photos with a personal touch, videos and… most of all (and this has A LOT to do with Facebook’s algorithms) LIVE VIDEO! I don’t do these often (that is going to change) but when I do, they reach a far bigger audience than anything else I post. Why? Because Facebook is encouraging us to make these.
Facebook Live Videos
They’re very personal, immediate and human. These videos are difficult to ‘over produce’ (Hollywood-esque) and therefore tend to come across quite raw but almost always very genuine. That is the key for me; you can really find out what THAT person who runs THAT business is REALLY like by watching their Facebook live video. The other bonus is they stay on your Facebook page and can be watched post-event too. Not everyone (in fact very few) will watch it live, but the video remains there for people to watch forever! Of course, you can delete it if you don’t like the end result, but unless it was an unmitigated disaster, I’d leave it there (Facebook may have an algorithm that penalises you for removing FB Live videos…. they might!).
Your next move towards your Facebook posting strategy
You need to work out your Facebook posting strategy. Test to see what your audience wants and when you figure that out, give them more of it. It may be photos or it may be simple text posts (but I doubt it!), but you will never know unless you test.
Facebook Live, again!
If your Facebook posting strategy is going to include Facebook Live Videos, here is how I would get started.
Write down a few ideas of what you could do in a ‘live video’ (come up with a small series, maybe 5 ideas and do one a day for a week).
Try and forget that it’s live. Unless you are filming something that is happening right there and then, it doesn’t matter. Remember, Facebook LOVES live video and will show it to more people.
Lighting tip – face a window
If you don’t have a smart phone, go and buy one NOW! Being a luddite won’t help you grow your business!
Be yourself – genuine and sincere
Have a goal in mind. Is it to increase likes on Facebook? That’s all very well and good but does that pay the bills?
Know what you’e going to say. Have a beginning, a middle and an end.
Have a CTA – Call To Action at the end of the video. Ask them to do something or at least give you some feedback.
Beware that you can see people’s comments as you’re filming, if they’re watching live. The first time you do it, it might put you off. Again, just be genuine.