Back in 2007, getting viral on Facebook was as simple as posting a status, getting enough people to talk about a certain topic, and then your post would instantly be seen and shared.
Since then, the Facebook algorithm has become smarter thanks to more available data, where Facebook users and marketers produce more content such as videos, images, and apps. Instead of looking at just engagement as it did several years ago, the algorithm now looks at video viewing length, clicking rates and other factors before a post gets viral.
Today, the algorithm is designed to show users content relevant to their likes and interests. Below are the different factors of how Facebook decides to show your post to more people:
Engagement. The algorithm determines whenever there are a lot of people liking, sharing and commenting on your post. From there, the algorithm then shows the post to more News Feeds. Facebook also takes into account the ratio of likes to shares, but of course the numbers need to be significant. For example – a post could have 30 million views, 200k likes and 250k shares, but the shares are worth more than the views.
Content. The algorithm is designed to show your post to people who are interested in the actual content of your post. Content quality will also determine the reach of your future posts. For example, if you publish more posts that your target market isn’t interested in than you do actually relevant posts, Facebook will not show more of your future posts to more people.
Collaborative Filtering. Facebook’s algorithm also looks into the people you interact with the most and what their interests are. The more you interact with certain people on Facebook, the more weight they give these people when sharing posts on your News Feed.
The Decay Factor. Two years ago, posts would usually last on News Feeds from 4-8 hours, compared to a post’s lifespan today of only 1-2 hours. This decay factor on Facebook is now getting higher, thus posts lose more screentime than before because of a higher volume of content being published and the filters being more powerful.
The Time Factor. In the past, posting earlier than your target time helped engagement because it started small before the target schedule, then would get another bump when your target audience would get online. However, in line with the Decay Factor, since posts do not last as long on News Feeds as before, posting during the times where your market is more likely to be online proves to be more effective.
The ‘K Factor’. This factor is based on what’s happening or what information is hot right now. For example, current events will appear more often than news published three days ago.
Facebook Ads Relevance Score. Using the Facebook Ads Diagnostics feature, your ads relevance score is broken down into three components: Positive Feedback (engagement), Negative Feedback and other factors generated by what your fans click on. A good relevance score averages from 2-6, with 2 as your minimum.
Ad Boosting. Boosting your ads has proven more effective for posts that already have a strong reach organically. Apart from this factor, you may also want to specify targeted audiences to increase your relevance score based on the content of each boosted post. As a rule of thumb, only boost good content, and spend as little money as possible on ads to last a longer period of time instead of putting all your money on one ad that will run for just one day.
Keep these tips in mind to help you use Facebook to your advantage! In fact, GIVE US A RING AT 317.412.8437 TODAY AND SEE HOW WE CAN HELP YOUR BUSINESS STAND OUT ONLINE!