If you felt like your Facebook strategy wasn’t working in 2018, you’re not alone.
Facebook pushed out so many algorithm changes this year, with most of them affecting Business Pages — the most major one causing a huge decline in engagement. We’re here to tell you: Don’t lose hope for 2019. With a few tweaks to your strategy, your business can revamp its Facebook presence in this new year.
Quality Over Quantity
One of the biggest reasons that Facebook Pages saw a huge decrease in engagement this year was because of increase in competition. In addition to there being more Pages on Facebook in 2018 vs. 2017, there was a huge increase in the amount of content being published. As a result of this increase, Pages naturally saw a decrease in engagement. Our advice is rather than trying to meet a posting quota, say, three times per day, focus on creating pieces of content that are interesting to your audience that makes them want to engage with you.
We’re always hearing that we need to create more video, but that doesn’t mean you should neglect posting pictures. An important part of your strategy should revolve around posting diversified content — videos, single image, photo galleries, articles, polls — just to name a few. You need to be willing to post different kinds of content to be able to experiment and figure out exactly what YOUR audience wants to see, and what they most like to engage with because it’s different for every business.
It’s no surprise to any of us that more than 95% of Facebook users are using social networks from their mobile device. Many users don’t even bother to check the network from a computer anymore, so, when you’re thinking about creating content for Facebook, make sure you’re optimizing the content to cater to these users. A few small considerations could be creating video in vertical format rather than horizontal or graphics that are square or even slightly more vertical to match the phone size. While these factors are important, it’s more crucial to remember that catering to mobile viewing is about more than just size. Always consider the amount of time that users spend looking at a single piece of content before scrolling away to keep your posts short, sweet and effective.
By trying out a few new things, and most importantly, focusing on creating content that your audience really loves, you’ll have more luck finding and reaching your Facebook audience in 2019.