Post compelling content

We won’t get anywhere without this. I have the impression that Social Media managers often forget that Facebook is a platform primarily for people, not for bots and algorithms. Content specialists create, experiment, and analyze, but they often forget about the quality of their posts. But there’s a truth as old as Facebook: a compelling post = a post with greater reach. Therefore, let’s spend some time on both copying and creating original graphics. Let’s add high-quality images, not blurry rectangles that no one wants to see. Let’s try to ensure that each added post is saying something important and engages the potential recipient. Let’s forget the so-called garbage posts that add nothing to our fanpage and only make it more attractive on the surface. Facebook considers them spam. One of the people I work with recently posted a short video of themself eating dinner and wishing the audience a “nice day” on their fanpage. In the context of her business (the beauty industry), the post turned out to be garbage, i.e. without value, which significantly influenced the reach of subsequent publications.

See also: How to design a perfect logo? Here are some key rules

Diversity is also what makes the posts more compelling. Let’s not stick to one writing style and let’s not publish similar graphics. Of course, they may have a common element (see Visual Key and branding), but let’s try to make them fresh and as original as possible.

Position yourself as a Facebook expert

– so brag about your expert knowledge. Don’t be afraid to write about issues you know well, even specialized ones. Show that you know your stuff. Write a longer post, even if you are convinced that no one will read it. Positioning yourself as an expert means nothing more than regularly providing people with reliable information and tips. Stop bloviating and there is a chance that Facebook will appreciate it. Reliable information, presented in an attractive way, gives you a chance for more shares. Remember – your audience has been a part of Social Media for years and they cannot be easily fooled by a (seemingly) attractive post that actually contributes nothing.

Engage your audience

In this way, we smoothly move on to a very important issue – audience engagement. We often forget that Facebook is a social networking site where emotions count – i.e. reactions, likes, and comments. A lively discussion under posts is actually the only sure way to increase your reach organically. Therefore, provoke discussions, ask questions, engage, respond to comments, and organize “challenges” and competitions – all of this will certainly have a positive impact on the organic reach of your posts on Facebook.

See also: MARKETING and PR – WHY WOULD YOU PAY WHEN YOU CAN DO IT YOURSELF!

Use user experience

Remember that people most often engage with what is popular and what others like. Recipients follow the crowd and are influenced by its reactions. Therefore, in addition to likes and comments, it is worth boasting about content from fans or users, such as positive opinions, comments, and descriptions regarding e.g. the use of your product. User experience can not only help you increase your reach, but it also positions, authenticates, and strengthens your brand – and it does it more effectively than any other marketing and advertising activity.
Enough is as good as a feast

Try not to overwhelm your fanpage with a large number of posts. Publish sparingly and wisely, look at the statistics, and… analyze. See if it’s even worth doing the seventh post a week since your reach is dropping dramatically. It’s better to add two attractive posts a week and work on engaging your audience than to publish eight half-baked entries that will disappear in the sea of the Facebook newsfeed.

See also: Brand Book – what is it?

Use all the tools Facebook offers you

A truth as old as time: use what Facebook gives you. Post more and more fashionable reels, from time to time make a video, and share your report with a survey. Additionally, you can call a person to the board by tagging their profile or fanpage in the post.

Analyze

Yes. You won’t get anywhere without it. Check what types of posts and actions bring the desired results, and which of your actions turned out to be a failure for some reason. Draw conclusions for the future and optimize strategies. For that, peep at your competitors and consider what you can take from them. However, do not fall into the trap of perfectionism – remember that success depends not only on good strategy and diligence, but also on brand recognition and experience, as well as activities not related to expanding your reach in an organic way.

Myths and tips

Let’s be honest – increasing your reach in an organic way takes time, patience, analytical thinking, and a good strategy. Unfortunately, there is no single reliable model for working with Facebook. However, there are a lot of myths about managing fanpages. Here are a few of them:

• Correcting posts reduces reach – this is not true. Modifying posts does not have a negative impact on organic reach.
• Lack of reaction always means setback and failure to achieve the goal – another myth. Sometimes we post a link to our website on Facebook and expect conversions. Don’t be surprised that our post didn’t get any reactions or likes – users most likely went to our website. Let’s look at the number of clicks on the link – if it is high, our goal has been achieved.
• The more content the better – another myth. It is important that the content is of high quality, engages the recipients, provides them with knowledge, or is simply attractive. Quantity does not always go hand in hand with quality.
• It’s not worth posting late at night because no one will see it anyway – it’s not true. It often happens that even posts published at night reach a huge audience. Plus, they face much less competition on the Facebook wall, so a user is much more likely to see them.

That would be all. Soon on WideBlog: Facebook advertising – when it’s profitable and when it isn’t – and finally – how to know that the ad has been well optimized.

Do you have a question about running social media or creating visual identification? Please contact us.
We’d love to talk about your ideas.
See our portfolio and write to us.