With Facebook’s algorithm, it’s been known that Facebook rewards businesses with higher engagement. The 20% rule states that if your target post has less than 20% engagement, you will see a drop in organic reach. The goal is to engage the community because engagement triggers the algorithm to elevate your content and show it to more people.
The Facebook 20% rule
The Facebook 20% rule, states that if Facebook drives you 20% of your website traffic, you should be spending at least 20% of your time and resources on Facebook. # The Facebook 20% rule states that if Facebook drives you 20% of your website traffic, you should be spending at least 20% of your time and resources on Facebook. Does the Facebook 20% Rule Still Apply? Before we move on, let’s make sure we are on the same page. The Facebook 20% rule, would dictate that you should spend 20% of your time and resources to dominate your Facebook engagement metric. But is the Facebook 20% rule still relevant today? If you look at a typical marketing campaign of us with a $2,000 budget, you can also expect to spend 3% of your time promoting the campaign. This is a total of 7% of your budget — leaving you with 2.67% of your budget to perform. If you look at Facebook’s most popular articles throughout 2017, you’ll notice that more posts had a ratio between 4.5-5% of total shares. But here are the average shares for each position: Now look at the 2015 post: With a lower ratio, this post generates fewer social shares but a higher ratio overall. On Facebook, the users see the posts they like the most — the factors that boost their perception in their minds. Social shares are essentially the perception of popularity. Five out of five of the most shared posts likely generated views at least some of the time that isn’t clicked. I would guess that the Facebook user wants to share the post he feels most informed about. But with 5% of your budget going to promoting this post, is it really worth it? There are better ways to use your budget. Using the Facebook 20% Rule Releasing a post to your community after spending 2.67% of your budget is an excellent strategy because your content/campaign will be promoting itself more than what would have been the case without your promotion.
What to do if you have a post that has less than 20% engagement
If you have a post or a paid ad with less than 20% engagement, it doesn’t mean that it’s not valuable. It just means that it’s not resonating with people. The first thing you need to do is look at the audience you’ve built on your page. Some platforms will let you analyze your audience and determine what types of people interact with your posts. Assumptions are all. The algorithm is not intelligent. When you think about it, the algorithm is a big data machine, with the intent of counting your actions as data points and rewarding you for such. If the algorithm is mismanaged, it can backfire on you.
With the increase in mobile users and the increase in advertising, look at how you can promote your content and service. Most often, use relevant formats and stay relevant according to your target audience. Keep your content short and snappy, and avoid writing in long form. I have seen many marketers comment that they know a lot of organic traffic. However, it’s not organic traffic if it’s coming from a different channel. Facebook, Instagram, Twitter, and LinkedIn are different networks; use them differently. There are advantages to focusing on a few different networks like Facebook, Instagram, Linked In, and Twitter because the users behave differently. Like B2C networks, B2B networks start with value rather than impressions. Let me give you an example. Take the skilled base illustration I cited earlier. For this post, I published it on Facebook. You would see that it got less engagement than a post on my own Facebook page (which benefits me because it means I can use it as a tool to grow my brand). However, if I published this post on LinkedIn, I would see a consistent amount of organic interactions from LinkedIn throughout the days (every day, starting at 4 am and ending at 10 am). This is because it doesn’t take time to post on LinkedIn.
How to tell what posts have high engagement
The best way to tell what posts are popular is by looking at engagement. Engagement is when people “like,” “share,” “retweet,” or comment on your posts. To check your engagement, you can visit your Facebook page and click on Insights at the top right corner. Then, select Posts and scroll down to engagement. Your posts will show up once you hit 20%, and you can either upload another image or click on your existing post to see the total number of likes, comments, shares, as well as what promoted the post.
You’ll also find how many others have liked your post in their bucket, which is excellent if you want to align your own post with others.
Although Facebook always prioritized the ad’s exposure and engagement, the recent increase in how users promote their posts. Specific tactics can help grow your organic reach to a much more targeted audience than ever before.
Facebook’s targeting mechanism allows you to advertise to users who have expressed interest in it in addition to those who have actually seen it. The best way to promote a post is via your organization’s page.
By using the Share/Promote button, you can promote any post on the organization’s page. If you need to create additional texts on your posts, this can be done by posting images via the promote button instead. It also allows you to paste content directly into Facebook, where it will be visible to the general public.
To post directly to the page, click on the text you want to paste and then click the Share button below the picture. You can also simply press the insert button at the bottom of the text and then add the text to the post. You may find it helpful to use a hashtag to promote a post. If you do, use an emoji filter on Facebook for best results.
What can you do to get higher engagement on your posts?
- Use hashtags relevant to your industry.
- Be careful – do not use too many hashtags.
- Engage with other accounts in your niche.
- Tag influencers in your niche in your posts.
- Share other people’s posts.
- Don’t just post links to your site.
All of these are the basics to have your post seen by more people, giving your brand a better chance at being discovered through the algorithm. Then, all you need to focus on is to pilot it in your niche. Beginning bloggers who have favorites and follow other writers know what a good hashtag can do: help to bridge your audience to other writers. So, you can use it in your posts a lot. You can also add captions and tags and then continue using them in your ideas afterward. What I like to do is, when it comes to writing, to search through Facebook for articles that have related content to the same topic.
3 tips for creating high engaging ads
- When creating content, start with a headline and a thumbnail to get the reader in.
- Use a generous amount of white space around the content.
- Always include links to other posts or my own articles under the thumbnail.
Look around you
One of the best things you should definitely do is keep your head up by expanding to other niche areas. Then, going even further, concentrate on finding different ways to sell your products and services. Then, go from there, and create long-term content for your platform.
Now that you know the basics of developing a healthy content strategy and building a list, it’s time to take your social marketing strategy to the next level! Design and produce high-quality posts on your niche.