Of the over 2 billion active Facebook users, there are approximately 1.45 billion that log on daily (Facebook).
With these numbers and the ridiculously low (most often free) investment, Facebook is a small business owner’s marketing dream.
Since there are so many people to reach on Facebook, business owners often make the mistake that they need to post more often to get their brand noticed. This kind of logic could actually be detrimental to reaching your target audience.
It’s All About People
Earlier this year Facebook announced that it was putting the priority on quality over quantity. Mark Zuckerberg himself posted that, “brands and media — is crowding out the personal moments that lead us to connect more with each other.”
This type of thinking means that Facebook’s algorithm puts less emphasis on posts that are not engaging. So why kill yourself to post every single day when it’s clear that Facebook isn’t going to work in your favor?
This is why we recommend our clients post 2-3 times a week.
Make It Count
Don’t post just for posting’s sake.
Have something meaningful to say to your fans.
“You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.” – Mark Zuckerberg
Engagement is Key
And how do you promote engagement among your fans? Content.
What does good content look like?
Facebook reports that live videos on average get six times as many interactions as regular videos. And if you need help with Live Videos, get your step-by-step instructions below.
High Quality Images/video
Not every image needs to be a professional photo, but images that are clear, focused and relevant to your brand.
Relevant and timely
Speaking of relevance – don’t bother posting a “life hack” video if it has nothing to do with your brand.
Check your audience
Bring up topics of interest within your demographic – parenting, community events, or industry updates.
Keep ‘em Talking
Now that you’ve grabbed your audience’s attention, make sure you keep those fans engaged. We refer to this as interaction, and it is the most vital of all the steps to growing your fan base.
This is the “meaningful interactions between people” (engagement) that Mark was talking about.
When a fan likes, shares, or comments on your post, they are telling the Facebook algorithm, “Hey, I like this and I want to see something from them again.”
Not only that, interacting with guests’ comments is a way for you to reach out and virtually shake a hand. Whether your fan is a lifelong customer or a potential new customer you want to make sure they know that you’ve heard them. This puts your brand in a humanizing light and makes you relatable.
How often you post is not nearly as important as what you post.
Engaging with fans’ reactions is super important if you want your fans to continue seeing your posts.