Once you leave high school, it’s believed that the popularity contest is over, right? It no longer matters what brand of jeans you wear, if you’re a jock or a nerd or what kind of car you drive. Well, it matters again, especially if you’re trying to build your brand on Facebook.
Facebook is a tricky nut to crack, especially with all the talk of algorithms and things that, on a basic level, you probably don’t really understand. If you post something on your Facebook page, your fans should be able to see it and then “like” it. Unfortunately, Facebook is a little more complicated than that, but they’re working on it.
The new News Feed algorithm allows your brand’s posts to show up in a fan’s News Feed based on their interaction with you in the past. Other factors include:
- The number of likes, shares and comments a post receives from the world at large and from your fans in particular; and
- Whether or not your fans and other people across Facebook are hiding or reporting a given post.
What does this mean for your brand? An increased emphasis is now placed on sharing posts that will get fans liking, commenting and sharing with their friends. As they do, your brand’s posts will land in their News Feeds more often. It does mean a bit more work for you, but here are some easy tips to get you more likes and more shares on the elusive platform.
- Think visually: Text-only posts and links are great, but fans are more likely to “like” or share a video or photos. Right now, what most brands post on Facebook become the least likely to be shared. This is due mainly to link-only posts being shared. According to Pandemic Labs, photos and videos are five and 10 times more likely to be shared, respectively.
- Tell stories: Since you’re now thinking visually, how can you tell your brand’s story? Has your logo evolved? Are you in a period of growth? It’s quite easy to create a video of still shots (if looking at your logo evolution) and present it with a voiceover and music that represents your brand. Video doesn’t have to difficult.
- Don’t over self-promote: On any social media site, not just Facebook, it’s super easy to get a little full of oneself: “Look how great we are! Buy our product now!” You wouldn’t run up to a stranger on the street shouting, “Buy my [insert product here]!” Or maybe you would, but either way, it’s not cool. If you want the “likes” share more than buy links to your products are services.
- Be authentic: It’s perfectly fine to promote yourself, but make sure it’s not all your brand is doing on Facebook. The best thing you can do is create authenticity. Charmin (yes, the bathroom tissue) has done a great job making people feel comfortable about their “bathroom business” by joking around about it on its social media channels. Embrace your brand. Don’t try to be something you’re not.
- Be funny: If you can make someone laugh, chances are they’re going to like you more (unless they’re dead inside). As in the Charmin example, having a conversation about the bathroom is not only funny to 12-year-old boys, but 34-year-old women as well.
- Timing is everything: If you’ve been on Facebook enough, you’ve probably learned that posting around 11 AM is best. You don’t want to post when you’re sleeping (unless your audience is on the other side of the world) and you definitely don’t want to post while your audience is sleeping. Anytime between 8 AM and 4 PM is best, but test to find out what works best for your audience.
While these tips will help you create posts that will exponentially get more “likes,” keep in mind that algorithms are at play here. If you’re being annoying (posting too frequently) and fans are hiding your posts for their News Feeds, they will be less likely to see your new, awesome content. Tread smart and lightly.