If that’s making your pocketbook nervous, video doesn’t have to be expensive. So video needs to be baked into your strategy some way, somehow. Also, Facebook itself has said that video drives better engagement. Avoid “down ranked” contentĪs we mentioned, Facebook has continued to make video a top priority. The timing is just as important as the content itself.įor example, if you sell a B2B service to businesses who typically don’t work on the weekends (and probably prefer not to think about work on the weekends), then why would you post on the weekends? 6. Once you know when your audience is online, plan your content calendar around that to publish at the right moment. That can be a good baseline to test out with your organic posting schedule, and you can narrow it down to specific time windows from there. If you run ads, you can use “day” breakdowns first to see what days of the week your ads perform best. If you don’t know what time of day your audience is most active, try posting at different times of the day and track performance over time. Every brand is different because they all have a unique audience. You need to post during peak engagement hours. Recency is another “signal” that helps decide which post to show. If your audience isn’t online or doesn’t seem interested, you should consider posting at a different time. I’m sure you’ve heard the phrase “timing is everything.” That’s just as true with your content pushes. Facebook algorithm changes and milestones over time So, to help you get a better understanding, let’s dive into those milestones. From 2016 forward, Facebook has been redefining what they consider the best user experience to be, resulting in the algorithmic changes we’ve seen so far. Historically, what the algorithm prioritizes in a Facebook user’s feed depends on what’s going to provide the most relevant, connecting social experience for each user.Īnd that’s where the algorithm’s milestones come into play. One important thing to keep in mind is Facebook’s priorities regarding user experience. And the higher the score, the more likely it is you’ll show up on the Facebook Feed. The higher the relevance, the higher the score. Score is Facebook’s quality ranking for every piece of content out there. Prediction utilizes past behavior and what Facebook knows about you and your habits to reasonably predict what content you are more likely to engage with and from whom. interactions with post: the number of likes, reactions, comments, and shares (with priority given to engagements from the people you typically interact with). type of content: the types of posts Facebook users prefer, whether that’s videos, photos, articles, links, etc.who: the friends, family members, or organizations you interact with the most.While a lot of signals go into the ranking, the elements Facebook values the most are Ranking Signals are indicators that help Facebook prioritize what should be shown to each user. Inventory is all of the available content that lives on Facebook, which could potentially live on a user’s feed. The algorithm can be boiled down to 4 main factors:
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