Last week Facebook stated that they once again intend to reduce organic reach by making changes to the news feed algorithm. Earlier this year a study revealed that the organic reach for brands declined to 2-6%. This development, together with the recent statement from Facebook, underlines the importance for content amplification and increases the demand as marketers seek to compensate for the drop in organic reach.
Is your company considering content amplification on Facebook? Over the last years Facebook has been learning more and more about its users – something companies can benefit from. The platform’s special news feed algorithm enables companies to target a community based on the information people share on their profiles. The following is a short 3-step guide to how businesses could optimize their amplification efforts on Facebook.
- Firstly you need to decide what the objective for your post is. Do you want to increase awareness, engage, drive traffic to your website or recruit new fans? Facebook lets you choose between several objectives, including page likes, app installs and post engagement.
- Secondly the timing has to be right and the timeframe for boosting your post needs to make sense in relation to what the post is about.
Also bear in mind that page likes do not necessarily equal success. Instead focusing on creating an ongoing dialogue with the community has repeatedly proven more profitable.
Facebook gives you a unique opportunity to segment your targeting based on specific areas of interest.
- When targeting start by dividing your community into groups based on their level of loyalty. Do you want to reach your fans, friends of fans or non-fans.
- When it comes to budget and pricing, Facebook offers more options. You can either choose a lifetime budget for your ad or pay on a daily basis. Also you can chose to pay per click or per impression, e.g. if you are running a campaign to create app engagement it is preferable to pay per click, because driving traffic to the app is the key objective.
Monitor and measure the performance
After you have put a great deal of effort into your social strategy and into creating posts, it is just as important to monitor your results. There are a number of different tools for measuring (something we’ve discussed earlier on here and here) but it is always a good idea to start off by…
- Selecting your KPIs (Key Performance Indicators) on behalf of what is important to your company.
- Identify your key findings through a performance analysis.
- Gather data in order to gain audience insight – monitoring is all about listening to your community: What are they telling you? What are they saying about you? And what are they saying about your field of interest? You can use this valuable information to improve your content.
- Implement your learnings in future content creation and ad configurations to enhance performance.
- Also keep your budget in mind when measuring your content: If a piece of content is performing really well, or you think it has potential to do so, you should consider boosting it to reach more people. So make sure there is money for boosting potentially viral content and campaigns in your budget.
So right now producing engaging content is more relevant than ever, and considering content amplification is something brands need to take into consideration.