There are countless ways Facebook can help your business, but even the most intelligent entrepreneurs struggle to crack its code.
While it’s simple to use, it can feel like you’re shouting to no one, pushing out post after post to little fanfare. You may even find yourself questioning your own skills.
This can’t be that difficult … can it?
The answer is yes and no. Facebook is a powerful tool you can leverage for your business, but it can easily become a nuisance if you don’t understand how it works.
Here’s the key: give Facebook what it wants, and you’ll see a return.
1. Facebook Wants Your Money
It’s harsh, but it’s true.
Facebook is a robust advertising asset because it collects everything. Do you need to promote your content to women who recently had a baby? Someone who just changed jobs? A person afflicted with Lyme disease?
You can target all of that within the ad manager and that’s the route the platform wants you to take. Organic content — or content left to perform without paying to promote it — can work, but it has become increasingly difficult for businesses just starting out.
Facebook has made it tough for businesses to build an engaged audience without paid advertising, so it should be expected when you’re earning your first 1,000 followers.
2. Facebook Wants You to Engage its Users
Speaking of an engaged audience, that’s what Facebook wants you to have. The user experience is extremely important to the brand, which is why shares, comments, and likes will increase exposure of your content to your followers.
Have you ever logged onto the platform and seen a post with “Jane and Joe recently liked this post …” at the top? That’s a post receiving a lot of likes, comments, and shares, so Facebook believes you’ll want to see it, too.
It’s how it weights published content: when a post gets a lot of attention right away, it jumps to the top of the news feed. Create content your followers want to engage with and you’ll generate more exposure for your brand.
3. Facebook Wants You to Record Videos
That’s right, Facebook wants to be the No. 1 source for online video, and it’s well on its way. In fact, it predicts that the news feed will contain only video within the next five years.
If Facebook wants it’s platform to be video-focused, it means it’s going to help things along by favoring video posts. This past March, Facebook changed it’s algorithm to give preference to live video vs. on demand. It’s why you will get a notification if a page you follow is going live.
Here’s what this means for you: get on the video train, or it’s going to leave without you. Whether you’re talking to your audience, conducting a Q&A, or posting live from an event you’re attending, you will increase your traction by dabbling in video.
- If you have a large following on YouTube, you may be posting YouTube links to your Facebook page. What you may not know is that YouTube links won’t do well within the news feed because Facebook wants you to natively upload them to their platform.
- Are you open to putting a bit of money into Facebook ads? Make sure you have a clear focus when you do. Boosting random posts for additional clicks may be fun, but it’s wasting money if you don’t have a specific objective.
- When you’re earning those first 1,000 followers, cross-promote your page as much as possible. Since Facebook allows you to embed its content, you can upload a video and then include it in a blog post. It’s a win-win: you give Facebook what it wants (video) and you promote your page to your blog audience!