If you use Facebook to communicate for your organization, you are sure to have seen a sharp drop in organic reach. When Facebook fan pages launched in 2007, anyone could set up a page for their company and begin acquiring fans so they could post unlimited content to their news feeds that would be seen by all fans. No more.
Beginning in January 2015, Facebook changed its algorithms so that organizations that post promotional content have a significant decrease in distribution. Your content is no longer shared on the news feeds of all of your followers. Some will never see it unless they click onto your page. The bottom line is that Facebook wants you to buy ad space.
If Facebook is an important part of your communication mix and your budget demands that you maximize on unpaid tactics, here are some suggestions (with related data from FastCompany) for increasing your engagement under Facebook’s current algorithms.
1. Post photos
- Facebook posts with photos receive 39% interaction than those without
- Photos account for 93% of the most engaging posts and receive 53% more likes, 104% more comments, and 84% more click-throughs
2. Be concise
- Facebook posts with fewer than 250 characters generate 60% more engagement
- Posts with fewer than 80 characters have the most interaction
3. Ask questions
- Posts that are questions generate 100% more comments than posts that are statements
- Questions with short or limited answers get the most comments
4. Use emoticons
- Interestingly, emoticons receive 33% more comments, are shared 33% more often, and are liked 57% more than Facebook posts without emoticons 🙂
5. Run contests
- 35% of followers connect with organization pages in order to participate in contests