While You are Whining, This Guy Makes His Whole Living Off Facebook Traffic…
Whole industries of people are furious with Facebook because it has suddenly made marketing their businesses much harder.
But some small business owners say the people in those industries have only themselves to blame.
In early August 2013, Facebook announced an update to its news feed algorithm and finally answered the mysterious question of “how the news feed actually works.”
Facebook said it changed the feed so that more “high quality” news stories would show up. Simply said – the posts with the most likes, comments, & shares will be displayed more frequently in the news feed .
But lots of people who manage Facebook pages for brands and online stores said Facebook’s change actually did something else! They said the change is forcing them to buy more Facebook ads.
Specifically, these Facebook page managers say the change drastically reduced the number of people who see their posts — even though their pages still have the same number of “fans.”
How Do the Facebook News Feed Updates Affect My Page?
The purpose of the updates to Facebook’s news feed is to highlight stories users find most interesting.
“Story Bumping” allows for the stories you may have missed in your news feed earlier in the day, a chance to be displayed to you later on, if that story is “popular.”
Facebook’s updates will effectively eliminate boring, non-engaging stories from the news feed.
As a personal user, this is an awesome update. Show me the stuff I actually want to see, right?
However, as a marketer managing a fan page, this update is a little worrisome.
For Facebook Fan Pages, the barrier to reach their audience just became way more extreme – because their pages are, well…, boring! Even for the brands with thousands to millions of followers, even the slightest decrease in “reach” can have a huge impact on their exposure over the social network and in many cases, even affect revenue.
The average Facebook user only sees 20% (or less) of the 1500 potential stories filtered through their news feed every day. To stay in that 20% of what the users actually see, brands are either going to have to create much more engaging content or pay up to promote their posts. If someone engages frequently with your page, that person will see a lot more of your content so one-off engagement is not going to cut it anymore. Brands need to interact with their users on a regular basis to stay relevant.
Hearing from these changes, some related stories might interest you …
How to Make Facebook’s News Feed Update Work to Your Advantage
Don’t let the update to the Facebook news feed have a negative effect on your brand. In fact, it should inspire you!
Now, more than ever, you need to ask yourself, “how can I make my posts more engaging?” The short answer is – use visual content.
Visual content is exploding on social media. Posts with photos get 53% more likes, 104% more comments, and 84% more click-throughs. Using photos will increase fan engagement and, in-turn, help make your posts more popular on Facebook. Look at this graph from Dan Zarella, a Social Media Expert.
Facebook is giving stories that may not have been seen during a user’s first scan of their news feed, a second chance to resurface – make sure your story is one of them! It’s come down to…
A) Be more engaging
B) Dish out the $$$ to be seen.
How do you plan on making your posts more engaging?
Someone who managed to use Facebook changes to his advantage is Koby Conrad, who runs an online store called Hippies Hope Shop. He says traffic from Facebook generates most of his sales. He says, “I completely make my living from Facebook.”
Conrad says that all the people whining about Facebook killing their brand pages are just managing them in the wrong ways. Conrad said traffic to his Facebook page actually spiked over the holiday season, and that it wasn’t because he bought ads promoting his posts (though he does buy “likes,” he said.)
Here is a chart of traffic to the page he runs, The Hippie Bloggers, as proof.
Note the spike in December:
So, what’s Koby doing right?
> People talk about themselves too much.
Facebook isn’t supposed to be a 24/7 infomercial. The whole point is to have a conversation with people, not to talk about yourself, it’s never good to be “that guy”.
> Use admin tags.
This means to sign off as your page or website. This is a great way to increase how viral you are because it increases the amount of places people “have” to click on your post. This will mean your post gets more clicks/interactions overall and you get ranked higher on Facebook’s formula. The picture below shows an example of an admin tag.
> Ask questions.
Create posts that are designed for involvement — and by this don’t say “share if you agree!” Ask actual questions, and give replies to people’s responses.
The most basic thing you can do to increase your organic reach is to network with other pages that are in the same niche. You say “I’ll share your page if you share mine”, this is the best way to create free organic growth.
> Post more often, but don’t spam!
Most business pages hardly post 1 thing a day, and then if they do that, it’s usually about themselves. You want to post content every 3 hours, 24/7. Make sure this content isn’t about yourself either.
“It’s not too much of a surprise that when Facebook changes their formula that a lot of people are getting upset.”
“But can you blame Facebook?”
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