With over 1.49 billion active monthly users and 4.75 billion pieces of content shared daily (Source: Facebook), it comes as no surprise that businesses are utilising Facebook to increase sales and brand awareness. While all the numbers and statistics in favour of Facebook for business sound incredible in theory, the experience of most tells a totally different story. Why? Because maintaining a successful Facebook page requires more time, effort and insider knowledge than you would think.
So, how is it possible to have your page and your posts stand out from the sea of content that is created and shared daily?
Most people think that simply having a Facebook page and posting content to it from time to time is enough to promote a business and grow sales. However, this couldn’t be further from the truth. Facebook is very much like a well-oiled machine - the more time and effort you put in, the more you will get out.
Just like Google, Facebook has an algorithm which determines what content in your newsfeed is deemed as ‘valuable’. The algorithm, known as ‘EdgeRank’, decides whether or not your post will appear in a news feed. It scores your post against a top secret internal grading system, determining whether or not your post is interesting to the audience. In short, if you story doesn’t score well, no one will see it.
The Facebook algorithm automatically reduces the reach of sales oriented or promotional posts so that user news feed content is relevant and interesting. Facebook now also factors in how much time users are spending on a story. This has, of course, made it really difficult for businesses to break through into the newsfeeds of their audience. According to Facebook itself:
We are updating News Feed’s ranking to factor in a new signal — how much time you spend viewing a story in your News Feed…. We’ve discovered that if people spend significantly more time on a particular story in News Feed than the majority of other stories they look at, this is a good sign that content was relevant to them.
Example 1: A sales oriented post that would be penalised by Facebook.
Example 2: A Styla strategy post which incorporates storytelling. It would be deemed as relevant and interesting for the Facebook community.
As we’ve said before, News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.
You may have been one of many to notice a significant dip in post reach since Facebook introduced this practice last year. If you’ve been splitting hairs wondering where all your followers have gone and why your posts have been performing badly, this is likely the reason behind it.
The great news is, Facebook and Styla powered magazines are a perfect combination. The Styla Facebook Consulting team looks at content from a new perspective, which enables you to set yourself apart from your competitors. We want to help you realise the full potential of your Facebook page as a means to drive traffic to your shoppable magazine. Our approach involves harnessing the ‘storytelling sells’ ethos of our solution to develop a tailored strategy one-on-one with our clients. What’s more, our strategy has been created with mobile view in mind, which comes in handy considering Facebook has 1.31 billion active users browsing from mobile.
Whether you are looking to resuscitate your stagnant page or continue your growth climb, one of the biggest benefits provided by our solution is the ability to quickly and easily create high quality, Facebook optimised content. With it, you can build reach, engagement, and increase the opportunity for website clicks and sales. Furthermore, you’re able to reach customers on a global scale and uncover an audience you never knew existed. Sounds too good to be true, right?
The results from collaborations with our clients speak for themselves. Our strategy has enabled our clients to:
Produce 4X more content for their Facebook pages;
Grow their Facebook page reach by 190%;
Gain 8X more click-throughs to their magazine and
Increase their overall magazine sessions by 148%
PS. Have a look at this detailed account of our client Graziashop that has increased Facebook reach by 190% with Styla's help!
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Ula Lachowicz has been in the tech industry for a decade, taking care of marketing and communication for SaaS and B2B products. A strategic mind, she is a true visionary of our content commerce solution and is happy to see how it changes the way brands talk.