The latest twist to Facebook marketing: fewer photos, more content

There are many benefits to having our agency manage your Facebook marketing. In addition to having a team of online marketers, writers, graphic designers and videographers, we also possess insight which can only be gained by managing multiple Facebook business pages. Because of this, we can spot trends quickly, and make adjustments to make sure our clients’ Facebook pages stay ahead in the ever-changing social media world.

The Facebook marketing challenge
There’s significant competition for space on a user’s Facebook feed. Organic reach is decreasing for all Facebook pages because the amount of content is rising faster than the amount of new users. Your content is competing with more than 1,500 posts from other pages and friends of your followers. Facebook uses more than 100,000 highly personalized factors to determine which posts get shown in a user’s feed. The rough equation is:

Facebook feed visibility = Interest + Post + Creator + Type + Recency
Interest: Is the user interested in this type of content?

Post: Does the content generate engagement, such as clicks, likes, comments and shares?

Creator: Does the poster regularly create engaging content on Facebook?

Type: What type of post does the user prefer? Text updates, photos, links?

Recency: Is this content new? Has it generated recent engagement?

How to break through the Facebook clutter
While I do not recommend chasing Facebook’s ever-changing algorithm, you should respond to organic reach trends that are occurring. That’s why I recommend working with us. We can spot these developments quickly because we manage multiple pages and our team is constantly sharing information.

For example, over the last six months and across multiple accounts, we’ve noticed that Facebook users are engaging more with links than photos. Sure those adorable baby photos are still out there, but more users are craving, and engaging with, content such as blog posts. This means that photos are less likely to appear in feeds. To keep our client’s Facebook marketing performing better than average, we’re including more links to informative, written content. If blogs are already a staple, we add value to them by including multiple images and infographics. But don’t stop posting images. They are still authentic and valuable content. And this team can’t get enough funny dog pictures.

Written by Kris Best

Kris Best is not your typical writer. She’s a strategic thinker with significant experience with health, technology and non-profit organizations. “I give a lot of thought to how the content I create is going to be used, as well as reused.” She’s also enamored with the power of social media, and is always looking for ways our clients can capitalize on this important promotional channel.

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