There’s a lot of discussion among marketers surrounding the inner-workings of Facebook’s News Feed. The social network relies on an algorithm, also known as EdgeRank, to deliver posts that are most likely to be engaged with. While it’s meant to help, in some cases, the mystery behind this process has led marketers down the wrong path.
According to some experts, photo posts generate greater engagement, while others believe text updates are the most effective way to get their message across. But when it comes to social media, what works for one brand won’t necessarily work for the other. The difference lies in your fans — not everyone likes the same thing.
Facebook expert Jon Loomer explained that the best kind of posts are the ones that fans tend to interact with the most — whether that means links, photos, videos, or status updates. For some brands, customers will love engaging with your behind-the-scenes photos of your team and products. For others, a simple status update could open up an engaging dialog.
“You should never let post type drive your content strategy,” stated Loomer. “Your focus should always be on quality, no matter what the post type.” If future text updates don’t return the same level of engagement as current ones, it doesn’t mean that you’ve failed. Instead, try sharing something else. You’re not locked into sharing text updates just because one post received a lot of engagement.
It’s also worth taking a look at the quality of the content you’re sharing. When it comes down to it, post type can’t fix poor content. If you’re not meeting your goals, reevaluate your priorities and the content you’re sharing. Don’t assume that you just need to post more frequently or only one type of content. Posting for the sake of posting can create a negative experience for your fans.
An earlier study by Lab42 reported that 47 percent of consumers complained of brands cluttering their News Feeds. There should be a purpose and goal aligned with every piece of content you share, regardless of post type. With multiple feeds rolling out soon, give consumers a reason to want to click over to the Pages-only feed.
In an effort to help you better understand the process behind EdgeRank, Mike Maghsoudi at PostRocket has created a detailed infographic that explains how the algorithm works. We think this might help take some of the pressure off of content creators and encourage you to experiment with the different content types offered by Facebook.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.