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Why Followers Aren't Seeing Your Facebook Posts - Emer Kelly Digital Marketing and Graphic Design

Why Followers Aren’t Seeing Your Facebook Posts

Why Followers Aren't Seeing Your Facebook Posts
Image © EmerKelly.com

*Update: As of January 2015, Facebook are penalising organic posts with overly promotional content. These posts will receive low engagement unless boosted as a sponsored post. More on this in my post Organic reach isn’t dead, it just requires some know-how.

A lot of my clients run into the problem of having nobody see their Facebook posts. There are multiple reasons why this might happen, and in this post I’d like to troubleshoot some of the most common causes.

Facebook is on a never-ending quest to keep two very diverse groups of people happy: users and advertisers. Users want a genuine experience in which they can interact with friends and the content they enjoy. Advertisers want to increase visibility and get their brand in front of as many people as possible. In the old days, Facebook for business was simple: you make a page, people like it, people see your posts. Now, because of the thousands of businesses using Facebook, the company has limited the amount of page posts that appear in a user’s timeline. Essentially, what this means is you are involved in a constant battle with all the other pages your followers have liked, and all the promoted posts that appear in news feeds. How do you win this battle? By posting consistently high-quality content and being patient.

One of the ways in which Facebook limits your posts is by looking at how people interact with them. If users interact with you often, Facebook ranks your content higher and shows it to more people. If you post links to other pages, Facebook looks at how long users stay on the page and use that to determine whether or not your content was useful or interesting. By consistently posting high-quality content, you can build a loyal and engaged follower base. Here are some basic do’s and don’ts of posting quality content:

Do

Post When Your Followers Are Online – There is a lot of conflicting information out there about the best time to post to Facebook. While this information can be valuable, the most valuable information can be gathered from your own Facebook page. If you click on ‘Insights’ and then ‘Posts’ you will see a summary of how many of your followers are online on a given day and at a given time. The data offered covers a one week period so don’t make any drastic changes based on what you first see but do keep an eye on it and adjust your schedule according to any trends that appear. Posting when your followers are online has two advantages: more people will see your posts higher up in their news feed, and the more people who interact with your post in the first hour, the more people Facebook will show your post too. It’s essentially a snow ball effect and you want to get your snow ball off to a good start!

Use Your Analytics – Don’t ignore your analytics tools. Checking in often keeps you informed about what kinds of posts are succeeding, and which ones are bombing. If you find analytics a little overwhelming, check out my post Making Sense of Analytics.

Respond to User’s Comments – This is very important and something a lot of pages neglect to do. By responding to comments – both positive and negative – you are strengthening your relationship with your followers, which in turn encourages them to increase their interaction. Make it a policy to always answer your fans questions and respond to feedback. If a fan posts a comment that doesn’t merit a response, ‘Like’ it so they know there comment has been seen and appreciated.

Interact With Other Pages – As a page you can follow other pages. Make sure you are following others in your industry and interact with them by liking, commenting and sharing their content when appropriate. This will put you on their radar and encourage them to do the same for you!

Post Consistently – Posting to Facebook once every other week isn’t going to cut it. You should aim to post 1-3 times per day.

Don’t

Be Misleading – When linking to an article or website make sure your comments accurately describe the content. If they don’t, your users might click on the link and then quickly exit the page when they don’t find what they expected. Facebook flags this type of interaction as click-bait and limits your post visibility as a result.

Post Text-Only Updates – These kinds of posts attract the least interaction.

Post Too Often – Posting a lot of content in a short space of time can flood your followers’ news feeds and cause them to unfollow you. If you have a lot of content to share use the scheduling tool to space them out. The scheduling tool looks like a small clock and appears on the bottom left-hand side of a post when you are editing it.

Overuse Capital Letters and Exclamation Marks – Apart from coming across as desperate, this tactic could be viewed as irritating by your followers and cause them to unfollow you.

Be Purely Self-Promotional – There’s nothing more annoying than seeing constant plugs in your news feed. Diversify your feed with engaging curated content and entertaining posts.

Lure Followers With Freebies – It can be tempting to offer freebies as a means of attracting people to your page. The problem with this tactic is that you can end up with a follower base who aren’t real fans of your brand. This can lead to a low level of interaction with your posts making your page rank lower in Facebook’s algorithms. With a low page rank, real fans might be missing out on your posts. If you want to offer something to your fans, make it a reward for current fans and make sure it is connected with your brand (In other words, if you’re a hardware store don’t hand out free ipads.)

Most Facebook pages don’t transform overnight so be patient. It takes consistent effort to grow a base of loyal, engaged fans. If you’re feeling particularly stuck and having trouble getting your page off the ground, you might want to consider Facebook advertising. Keep an eye out for next week’s post as I’ll be giving some tips on advertising basics!

*Update: As of January 2015, Facebook are penalising organic posts with overly promotional content. These posts will receive low engagement unless boosted as a sponsored post. More on this in my post Organic reach isn’t dead, it just requires some know-how.

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