5 Ways to Make Facebook Work for 2018
Facebook Has Evolved and Your Approach Should Too
Facebook is an easy tool to take for granted. It’s part fun, part work and deceptively easy to get wrong. Back when the social media platform was strictly personal, it wasn’t viewed as a marketing device. But now we all know better—and so does Facebook.
There are now rules—some unwritten—that business owners must follow to get their content in front of the right eyeballs. There are photos, video, live video, blogs, articles, engagement and even the almighty algorithm to take into account.
So how do you make it work for your business in 2018? Here are 5 things to try this year.
1. Use the Algorithm
Think who, what and how to make this work for you.
- Facebook wants every user to see the posts that will be most interesting to them so the first thing the algorithm notes is WHO posted the content. The more someone likes your posts, the more posts they are going to see.
- WHAT is the post all about? Facebook pays attention to behavior. If you post a recipe or a picture, that post will appear to people who tend to engage with posts about recipes and pictures.
- HOW popular is the post becoming? The higher the engagement, the more people will see it.
Facebook actually uses those factors to score every update. The score can impact the value to members of your audience. Facebook’s value score will determine how posts are ordered in individual newsfeeds. It takes into account the human factor, and engagement helps determine the score.
2. Videos may be “silent”
Ever notice how you have to tap the videos on Facebook to hear them? There’s a reason for that. Most people are scrolling from their phones in a place where loud videos may be indiscreet. So how can companies combat Facebook’s silence in 2018? Take a cue from the information media sites.
- Sites like CNN, Buzzfeed, PopSugar and much more all produce videos with background music and words across the screen, with the occasional sound bite. People naturally read what’s in their newsfeed, if your video has scrolling words, it’s likely to make an impact.
- Also, notice the length. 30 seconds is more than enough to get a point across but is probably about 20 seconds longer than most Facebook users will watch. Think short, funny, unique. 10 to 15-second videos is what the public is becoming accustomed to, and it’s not as short as you think. A lot can be conveyed in 15 seconds.
3. Go Live
Like most features on Facebook, the live feature is easy-peasy. It’s a snap to use and it appears in follower’s feeds automatically. This live feature lends itself to
- product demonstrations
- community events
- big announcements
- behind the scenes moments
Just remember, the vast amount of your viewers will be watching from smartphone screens, so keep that in mind from a visual perspective.
4. Facebook Tools
Open the insights tab and take advantage of the information. Facebook will show you which posts worked and which didn’t. Take that information to heart. It’s all part of working with the platform and its algorithm. Some of these tools are incredibly handy for increased engagement.
5. Custom Audience Feature
By now, in 2018, you probably realize that the number of Facebook fans you have is not nearly as important as how engaged those fans are with your content. Engagement is the bullseye and this custom audience feature is a Facebook tool so powerful it deserved its own number on the list.
This tool lets you RETARGET people who have engaged with you in a variety of ways. It keeps them interested, engaged and loyal to your brand. Consider these points when using the custom audience feature:
- Cast A Wide Net
This tool lets you target anyone who has ever visited your page, and for your first try, you may want to start here. You can use the custom audience feature to illicit a call-to-action.For example, if you own a clothing store you can ask anyone who’s ever visited your page to download a coupon. Remember, these are people who are already interested in your business, they are much more likely to answer a simple call-to-action.
- Reward the Engagers
The custom audience feature also lets you directly cater to people who have engaged with your page’s posts or ads. This audience is especially interested in your brand and could translate in to actual sales, not just engagement.For example: Consider targeting these people with special coupons or reminders. If you are a restaurant, you can alert them to new menu items and drink specials. They already like your brand, they just need a reminder of what you can do for them.
Facebook is not the same in 2018 as it was in 2008. Make sure you state up to date with changes and use them to effectively market your brand. Facebook is an incredibly powerful tool—when used correctly.