Must read! 4 Points + 3 Actions to Improve Facebook Coverage

Recently, Meta provided articles on its creator blog on how to maximize your reach, influence on Facebook, and attract potential fans by increasing your feeds exposure.

Although this article is aimed at Facebook creators, the promotion logic is general, and in this article Meta also mentions how its new feed algorithm makes recommendations.

We distill and share it to help your branded content get more reach and exposure on Facebook faster.

01

The first step to improving reach: understanding Facebook's new feed algorithm

Originally, Facebook was a platform for "acquaintance socialization," where people were more willing to browse content related to real-life relatives and friends. So Facebook's recommendation algorithm will only recommend those "people you may know" to your feed stream.

But as people's demand for a wide range of online social networks increases, and they are more interested in content than people, Facebook has gradually improved its Feeds recommendation algorithm. In that article, it describes 4 key points that the algorithm considers before making recommendations on a feed stream:

1 - What was published?

Simply put, Facebook will first determine what content the referee is interested in based on what content the referee has posted. It’s easy to understand, after all, the content you post yourself must be of interest to you.

2--Who will like this content?

In the second step, Facebook will find people who may be interested in the content to be recommended. The basis for this judgment includes the “user self-published content” in the first step, and also includes “past user behavior”, that is, whether these users have interacted with similar content in the past.

3-- How likely are people to interact with the content?

The third step comes from Facebook's artificial intelligence. Before each post is distributed, the artificial intelligence will predict how much interaction the post will actually generate.

This reminds brands to pay attention to the amount of interaction per post, the amount of interaction per post, and the amount of interaction per post.

Important things are said three times.

The past interaction volume will become the basis for artificial intelligence predictions. Therefore, in the retrospective and analysis of Facebook data, brands should pay more attention to the improvement of interaction volume.

Using the "monitoring" function of Marketing Cloud, you can view the interactive data of the homepage at any time, including not only the retweet, comment, and like data of a single post, but also the interactive data provided by thousands of fans. The data can help you filter out the interactive data after reviewing the time. Higher posts, which guide subsequent content strategy adjustments.

4--What is the audience's interest in the content?

At this point, Facebook's algorithm has come to a conclusion as to whether a post is worth recommending. Combining the answers to all the above questions, Facebook will recommend the post to people who are likely to be interested in it, thus completing an increase in the coverage of the post.

02

The Essence of Raising Coverage: How to Create Content Worthy of Recommendation

According to Facebook, every content posted by every user on the platform will be determined by following the above four steps. So how to create content that meets the above judgments, Facebook also provides 3 direct guiding actions:

1--Create original content:

Recommended posts must be content that has not been published on other platforms. This requires brands to adjust their content strategies in a timely manner.

In the past, the same content could be published directly on different platforms by adjusting the format. However, as the competition for high-quality content on social media platforms becomes more and more intense, not only Facebook, but also the recommendation algorithms of various platforms are more focused on the originality of the content. All have high requirements.

Brands who want to publish original content on different platforms can use the "Timely Posting" function of Marketing Cloud to achieve cross-platform, different marketing plans, and regular posting of posts.

2--Optimize interaction:

As mentioned above, Facebook prefers content with high engagement. We recommend that brands add interactive factors, such as interrogative sentences, CTA copy, etc., to their posts or pictures to consciously increase the interaction of their posts.

3-- Follow the recommended/prohibited rules:

Need to ensure that the content created by the brand complies with all the recommend/no rules of the Facebook platform. This is the basics of branded social media content creation and doesn’t need to be emphasized too much, but you can also check out the previous article, “28 Content Types That Facebook Has Revealed to Hit.”

Epilogue

Facebook has recently been ramping up its recommendations for people it doesn't know or follow in users' feeds. In other words, brands have more opportunities to reach more potential users outside the current circle with high-quality content.

Marketing Cloud has been paying close attention to the algorithm updates and platform function changes of various overseas social media platforms, and hopes to empower overseas brands to grasp every wave of overseas social media marketing changes and improve marketing effects through SaaS.

If you are interested in the functions mentioned in this article and wish to use Marketing Cloud to gain more opportunities and effects, please leave your contact information and we will arrange overseas social media marketing experts to get in touch with you.