Since Facebook announced the use of a new algorithm on September 20, fan page owners may now need to change their posting strategy to make it into their fans news feeds.
The main goal of the new algorithm is to reduce the frequency of organic fan page posts shown in order to increase the frequency of promoted posts popping up in the users’ news feed. Naturally, this tactic will support the Facebook advertising business model while still offering free use of the site features to businesses and online marketers.
As a result the reach for many organic page posts will decrease by an estimated 5 to 40 percent. Here a few tips to keep your reach at an effective level:
- Increase interactivity: Now more than ever you must post content that your audience will like and want to share with their friends. Provide value, entertainment and motivation.
- Choose best timing: Analyze your fan page stats to determine the best time for your fans. If no one is online from 10 a.m. to 6 p.m. it does not make any sense to post during this time. Focus on maximum user engagement which is usually between 8-10 p.m. but may differ for your particular audience segment.
- Quality before quantity: In terms of this new algorithm, two posts between your audience’s peak hours serve your marketing efforts better than posting 10 times throughout the day. Keep in mind that visual media like photos and videos always inspire more user interaction, which in turn increases your chances to make it into the news feeds.
- Use sponsored posts: You may need to reach into your pockets and actually promote a post for $5 or more to make sure you get enough eye balls on your page.
Ultimately, Facebook fan page owners will need to create a monthly budget for promoted posts if they want to reach their audience from now on. By following the above tips you won’t have to spend quite as much, though.