The Social Snowball Effect: Why No One Sees Your Facebook Posts
You may be thinking to yourself, “Why doesn’t anyone care about the content I’m posting to my company Facebook page? I’m not getting any likes. No comments. No one is sharing my stories. What are all of my fans doing out there? Are they ignoring me?”
Whoa, there. Back up a few steps. Facebook isn’t kicking you to the curb. It’s much more likely that you’re seeing the results of the social media site’s many algorithms that affect what users see in their news feeds.
Facebook carefully filters the content displayed in each user’s newsfeed – both crafted to its standards and with your fans’ interests and behaviors in mind. But before you angrily close out of this window declaring Facebook the enemy, know that there are ways to increase engagement on your business’ Facebook page, get it in front of more eyes, and create content that your followers want to see.
Facebook’s News Feed Algorithm
The Facebook algorithm’s methodology is right alongside the many search engine optimization updates you’ve been hearing about. It’s developed to show users content that they actually want to see. Pay attention to the old sales adage: “Everyone likes to buy, no one likes to be sold.” Users know the difference between being sold to and wanting to purchase and engage because they’re viewing content that is crafted to help or entertain them.
Directly from Facebook’s FAQs:
“The stories that show in your News Feed are influenced by your connections and activity on Facebook. This helps you to see more stories that interest you from friends you interact with the most. The number of comments and likes a post receives and what kind of story it is (ex: photo, video, status update) can also make it more likely to appear in your News Feed.”
Facebook’s algorithm rewards well-performing posts that include dynamic content (photos, videos, articles, links). As more people interact with your post, your reach will continue to grow – just like a snowball!
The bottom line: Facebook wants you to create good content that is useful to your followers.
Increase Your Reach Organically
There are a few things you can do to get your Facebook posts in front of more eyes before pulling out your wallet.
- Remind your employees to “Like” your business page.
- Encourage employees to engage with content that is posted. Incentivize Likes, shares, and comments with gift cards and random acts of appreciation. The more engagement a post receives, the more likely it is to appear within the feeds of your followers’ Facebook friends.
- Take a look at the types of content you are posting. Facebook incentivizes posts with photos, videos, articles, and links. It’s not so keen on text posts or posts that are overly sales-oriented. Just remember: people will want to share your content if you make it shareable.
- Engage with your existing followers. Create conversations, ask questions, and respond to comments, reviews, and messages.
Use Paid Facebook Advertising
Using paid ads on Facebook is a great way to give your follower count a little boost and increase post engagement at the same time. Remember to properly target your ads — take a look at your existing demographic and target similar people. They are more likely to be interested in what you have to say and will become highly engaged followers who are more likely to see your posts on a regular basis.
Paid advertising does not have to cost you an arm and a leg. Every month or so, dedicate some extra money to a special campaign you’re running. Or test different types of content to see what performs better with your target demographic. Paid ads are a great way to gain insight on what is working and what you should avoid.
Facebook Isn’t the Enemy
Increasing your Facebook engagement is a process that takes time to perfect. Don’t expect to see immense change overnight. You may see small growth at first, but like a snowball rolling down a hill, this growth will only continue to expand over time as long as you continue to post compelling content & encourage engagement with your followers.
Above all else, create content that your followers want to Like, share, and comment on. Engage them in conversations, make them laugh, inspire them. And sometimes, sneak in a sale, announce a great deal, or ask for a newsletter signup.
Facebook’s algorithm isn’t the enemy; it’s a tool to create a better experience for your followers!