9 definitions to master Facebook
One billion users and here you are, preaching in the desert. In 2015 being on Facebook and posting stuff is not enough. You need to know the rules of the game and use them on your favour. How to make your messages reach the most people… or at least anyone? Here are 9 definitions that will help you master Facebook.
Reach is the number of users that see a post, and it can be either organic (your followers and your targeted audience) or paid (our beloved Facebook Ads). Over the last couple of years, organic reach has fallen abruptly, and it seems this trend is here to stay. Why? Simple: Facebook wants to offer value content to its users. And also make money through Facebook Ads.
Every time a user logs in Facebook, their friends and the pages they follow have posted over 1,500 updates: photos, comments, videos, links and anything you can imagine posting on Facebook. However, the user won’t see all these posts (that would be mad… just like Twitter), but only those that are most interesting to them, according to Facebook’s criteria.
How does Facebook decide which posts to show and which are not worth it? Through its feared algorithm, which is secret and changing constantly and of which we know very few details yet. Its last update has been announced recently, on April 21st, exactly when Google changed its algorithm. Coincidence?
Basically, as a user you will see first the content you prefer according to your interactions record. Warning: interacting means not only liking, sharing or commenting, but also enlarging an image, playing a video or just clicking on a link. So you will finally stop seeing all those wedding and babies pics you don’t really care about.
Selfie with baby on a mirror: the ultimate artistic expression on Facebook
As a page, the last changes on the algorithm are going to affect you… quite a lot. And this takes us to definition #2.
3. Freemium model
Social networks are so cool! We can interact with our customers and for free! Does this ring you a bell? Well, forget about the ‘free’ part, at least when it comes to Facebook.
Alright, starting a Facebook page costs no money. But if you don’t invest in Facebook Ads, you are definitely not going to get anything from it. That’s why we talk about a freemium model: being there costs nothing, but to get results you need to invest. Fortunately, Facebook allows you to be really creative in your ads campaigns, promoted posts and further. Not only it allows you so: creativity and innovation are a must.
Warning: when it come to Facebook, investing money is important, but it is not the only thing. You also need to offer the most relevant, appealing content. Don’t you ever forget that!
Life can be hard sometimes
4. Facebook Zero Day
Also known as the Faceboocalypse. It is the feared moment when content posted by pages will stop showing on users’ timelines… unless they invest in Facebook Ads. And it looks like this day is close, according to a NewsWhip report.
People Talking About This measures those stories that other users generate about your page. It includes shares, likes, comments, mentions, tags or replies to events. Every time a user does one of these actions, they generate a new story on their friends’ timelines. How can you as a page get users to talk about you? Doing what you like most: interesting, visual, attractive, useful content. Because there more to life than Facebook Ads! Don’t forget that your best ambassadors are satisfied users.
6. Targeted audience
Your friends’ friends can be your friends too. Sounds good, doesn’t it? Your followers’ friends are your targeted audience, and if you start counting you’ll see it is huge. If you get your followers to talk about you (check definition #5), you have more chances to reach your targeted audience.
A click-baiting example. “Do you recognise this little girl? Visit our website to find out.” Spoiler alert: she is Olga Kurylenko
I show you an appealing bait and if you want to satisfy your curiosity, you have to visit my website. That is click-baiting and it is not recommended generally, with a few exceptions. Most of the times what you get is a disappointed user because of content that doen’t meet their expectations. Probably next time they won’t fall for it anymore.
Not convinced yet? Here’s some revealing data: 80% of Facebook users prefer to see updates and titles which tell them exactly what they are going to find on that link. What do Zuckerberg and friends do about this? They punish these kind of posts. So say goodbye once and for all to click-baiting.
8. Like-gating or Fan-gating
Quite similar to click-baiting, but even a step further. Like-gating or fan-gating means asking users to like your page if they want to participate in a contest, promotion or similar. And what is Facebook’s opinion on this? Since November 2014 you can no longer force contest participants to like your page, you can only suggest it. If you want likes, you will have to work harder now.
Over the last few months we are seeing that Facebook is betting more and more on videos. If you are a regular user, you will probably have noticed that audiovisual content is spreading on your timeline. One of the success factors of Facebook videos has been the famous auto-play: a video plays when it shows on screen without you clicking on the ‘play’ button, although without sound. At the beginning users were quite reluctant to this, as it bothered them. But now it seems we have gotten used to it. And more than that: we actually like it. Now as a brand it’s your turn to start using Facebook videos as another marketing tool.
And amongst all, do not forget what matters most: get to know your users, listen to them and offer them interesting content. Without forgetting about your brand, of course. And if you need so, we can help you with your Facebook strategy. Wink, wink.