Social networks and many video hosting platforms have smart feeds. These are special algorithms that analyze the behavior, interests, reactions of users to content, which, based on the collected data, show each specific person what he will be interested in. Therefore, if you want people to see your posts, the algorithm must first like them.
A Facebook user receives more than 1,500 posts daily, but on average sees only 100 of them in the feed. If you look at your feed, feeds of colleagues, friends, relatives these will be different information platforms. At the input we have 1500 records, at the output 100 all the rest did not pass the algorithm funnel.
There are three main factors that algorithms take into account when deciding what will be shown to the user:
- The reaction
What do Facebook algorithms take into account?
- Relevance. The algorithm assigns a rating to the post and displays it in the order in which we see it in the feed. From Facebook’s point of view, relevance is not only the date of publication, it is meeting the user’s expectations.
- Algorithms recognize evergreen content (evergreen) that will remain relevant for a long time.
- Post viewing time.
- Facebook knows how much time a user spends viewing a particular post, from which devices and how we consume content. This is important to consider when you are strategizing your community. If you publish links that the user cannot open, the algorithm remembers this and no longer shows this and similar users your posts.
- Video involvement. Not the traditional like or comment, but turning on the sound, switching to full screen mode, watching video in wide resolution.
How to define a circle of influence and get a priority?
- Analyze the people making decisions based on important criteria: profession, company, strengths.
- Determine what interests them, what they write about and what they say.
- Make a list of people you are willing to pay attention to within 3-6 months.
- Comment on their posts and participate in discussions.
- Mention them in your posts with relevant content.
In 2015, Facebook introduced a Priority Display option that allows you to manually select which friend or page we want to see first in the news feed. If you choose priority in the settings, then the posts of this account will appear at the top of your news feed. The maximum limit for this option is 25 accounts.
How do you convince users to prioritize you? Ask them directly. If 5% of your followers prioritize you, the algorithms will perceive you as a cool, helpful community and start supporting you on social media.
Popular formats on Facebook
Lives collect six times more communications than video. This is due to the way the live broadcast is organized. The very essence of the format is tied to interactive communication.
Use Facebook as a webinar platform for training, Q&A sessions, roundtable broadcasts, communicate with your audience, invite guests and experts. The Facebook streaming service has been around for a long time, so programs have emerged to make your streams more professional.
Here are some tips for working with live streams:
- Be sure to start broadcasting.
- Think about how to extend the life of your broadcast alternatively, you can cut short videos from the broadcast with suitable titles.
- Get ready for live broadcasts. It’s an insidious genre.
- If you say something stupid or make a mistake, it can be a risk for you, it can play against you. Viewers respond quickly to detailed failures.