Content MarketingMarketing InfographicsSocial Media & Influencer Marketing

How To Increase Your Brand’s Facebook Visibility

Facebook’s original EdgeRank algorithm is no longer in use. The key components of the original EdgeRank algorithm were:

  1. Affinity Score: This determined how closely the user was connected to the content source, like a friend or a page.
  2. Edge Weight: Different interactions (comments, likes, shares) were weighted differently.
  3. Time Decay: The older the post, the less likely it would appear in the News Feed.

While EdgeRank was the initial algorithm used by Facebook to determine what content was displayed—and how high—in users’ News Feeds, the platform’s method for sorting and displaying content has evolved significantly over the years.

Facebook’s current algorithm is more complex than the original EdgeRank. It uses machine learning (ML) and considers thousands of different factors. These factors include individual user preferences, the type of content (like videos, images, or text), interactions with other users, and the timeliness of posts. While the principles of these components are still relevant (like the importance of engagement and recency), the algorithm has grown more personalized and sophisticated. It aims to predict and prioritize posts that users find most engaging and enjoyable.

This means continuously adapting strategies to align with the evolving algorithm for marketers. Engaging content that resonates with the audience, encouraging meaningful interactions, and understanding the audience’s behavior are crucial for visibility on Facebook. Additionally, leveraging Facebook’s advertising tools and analytics can complement these organic strategies to increase reach and engagement.

Understanding Facebook’s Algorithm

Marketers can leverage the platform’s algorithms to optimize Facebook marketing strategies and enhance the visibility of page updates. Understanding and working with these algorithms is key to boosting engagement and reach.

Facebook’s algorithm prioritizes content based on various factors, including relevancy, engagement, and user preferences. It favors content that generates interactions, such as comments, likes, and shares. This means marketers need to create content that is engaging and encourages users to interact. Here are strategies to increase engagement and visibility on Facebook:

  1. Engaging Content: Post content that resonates with your target audience. This includes using high-quality images, compelling copy, and interactive elements like polls or questions to encourage comments and shares.
  2. Consistent Posting: Regular posting keeps your page active and engaging, increasing the chances of your audience seeing your content. However, it’s essential to balance quantity with quality.
  3. Leverage Video Content: Videos, especially live videos, have higher engagement rates. Utilize this format to capture the attention of your audience.
  4. Optimize Posting Times: Post when your audience is most active. Analyzing your page’s insights can help determine the best times to post.
  5. Encourage User-Generated Content: Share content created by your audience (UGC). This not only provides authentic material but also encourages more interaction from your community.
  6. Use Facebook Stories: These appear at the top of user feeds and are a great way to stay visible.

While of these are great tips for increasing engagement on Facebook, don’t forget to promote your Facebook page via your site, email signature, and other mediums! The more engaged followers you have, the better your visibility.

Facebook Advertising

Facebook advertising is a powerful tool to increase visibility beyond organic reach. It can also help jumpstart engagement.

  1. Targeted Ads: Utilize Facebook’s detailed targeting options to reach your specific audience based on demographics, interests, behaviors, and more.
  2. Retargeting Campaigns: Use retargeting to reach people who have previously interacted with your content or visited your website.
  3. A/B Testing: A/B Test different ad formats, images, and copy to see what resonates best with your audience.
  4. Use Facebook Pixel: Implement the Facebook Pixel on your website to track conversions and optimize your ads for better performance.
  5. Content Promotion: Promote your top-performing posts to amplify their reach.
  6. Budget Optimization: Use Facebook’s budget optimization tools to ensure your budget is used effectively to reach your goals.

We often buy ads to promote our organic updates when the update is something remarkable. You’d be surprised how a small ad spend can drive a ton of organic engagement on Facebook!

Facebook Statistics 2023

There’s little doubt about Facebook’s continued domination in social media.

facebook statistics 2023
Source: Statusbrew

By understanding Facebook’s algorithms and utilizing both organic strategies and Facebook advertising, marketers can significantly enhance the visibility of their page updates. It’s about creating engaging, relevant content and leveraging the platform’s powerful advertising tools to reach and engage your target audience effectively.

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

Related Articles

Back to top button