At one point, college students were the only people who were on Facebook. Compared to now, the audience was small so people’s News Feeds were ordered chronologically. But as Facebook’s audience changed and attention from Facebook began to shift, Facebook had to figure out a way to keep people interested.
Their solution was to make sure that people’s News Feeds didn’t include posts that people weren’t interested in.
Facebook begin to curate it’s own content to make sure that only the content people cared about would be shown to them, meaning when you post to Facebook, not everyone sees it.
This is something that not everyone realizes.
You’re not seeing every post from every person you follow because Facebook is organizing your News Feed based on an algorithm that is constantly calculating which posts are going to be the most interesting to people by tracking the engagement that each post is getting.
The more engagement a piece of content has, the more Facebook will think that you will be interested in it and it will show it in your News Feed.
Notice that if you start liking a bunch of posts from a specific person then you’re going to start seeing more posts from that person.
Facebook is trying to put out content that is most appealing to users, while leaving out content that it thinks its users will ignore.
As a Facebook user, this is great.
As a marketer and content creator, it can be frustrating trying to figure out how to get your message seen and out to the world
Because of this, you want to give Facebook the kind of content it wants to share. The best way to help Facebook with this is to create unique specific content for your audience that they are guaranteed to like so that they can help you reach more people.
But how do you do that?
First, you don’t want to post too often because if you’re posting too much then you’re not giving people a chance to like and engage with your content.
Second, you want to publish content that is relevant to your audience. What may be considered good by you may not be considered good by others.
Third, share the kind of content that people will want to share, meaning you want to craft your content in a way that people will think “Oh yea, I like that,” and want to click ‘share.’
It’s not good enough to just post a link with a caption that says, “New blog post,” or a picture with just another boring description.
Something better to do would be if you use a quote from the article that you’re sharing that you know will be relevant to your audience and that they can easily read and would like.
When someone ‘likes’ it, that ‘like’ helps move your article into more people’s News Feeds.
The more people that engage with it, the more people who are going to see it.
Facebook is the only social network that actually punishes people for posting bad content, and bad content is defined by Facebook as content that people aren’t engaging with, that people aren’t clicking ‘like’ on or connecting with. When building your personal brand, content is key, but putting out content just to put out content will be counter productive. In a world full of noise, only great content is going to break through and reach the consumer.