The full version of this blog post was first published on the Buffer on May 30, 2017 by Brian G. Peters.
In October of 2016 we dramatically changed our Facebook posting strategy.
A gradual, but noticeable shift in many social media algorithms and an influx of brand advertising on Facebook meant that it was important for us to either start experimenting or we’d continue to see a decline in organic reach and engagement.
Getting your content seen on Facebook is no small task. Especially when you consider all the content shared to Facebook every 20 minutes:
We cut our posting frequency by more than 50% on Facebook and began to truly focus on quality over quantity. What happened next, even the most optimistic social media manager couldn’t have expected:
Our Facebook reach and engagement began to increase even though we were posting less!
Here are some of the headline stats:
Data: How posting less increased our reach, engagement, and impact
Why we stopped posting everything to Facebook
Not every post is the right fit for Facebook
As many social media managers know, it’s a consistent challenge to send out lots of quality content to Facebook every single week. There’s the creation process, the copywriting and scheduling, the monitoring, the engagement with your community — the list goes on and on.
Yet intuition tells us that the more we post the more engagement and reach we’ll get. It makes total sense (at least we thought it did!).
What we found, however, is that the opposite happens with engagement and reach. When trying to fill the queue with content for the simple sake of posting and having a presence on Facebook, content tends to become diluted and lost in the news feed.
For us, posting less didn’t even seem like a viable option at the time. We have a ton of great content going out on the Social and Open Blog each week — were we supposed to stop posting that all-together?
And that’s where we discovered one key distinction in our Facebook posting strategy: Even though our content may be quality (and awesome), not every post is right for Facebook.
Which leads me to our current strategy…
Our current Facebook posting strategy
The big change to our strategy all started with the counter-intuitive realization that:
Even though our content may be quality (and awesome), not every post is right for Facebook.
This was quite tough as I wanted to share all of the great things that our team was writing on our blogs. It all deserved to be shared with our community, but it was becoming clear that it was affecting our content across the board. So I established a quick rule-of-thumb question to help decide what I should post to Facebook:
Entertainment + Educational = Edu-tainment
I’ve found that generally speaking, the most popular posts across Facebook can be categorized as Edu-tainment. They are either entertaining or educational. For example, silly GIFs might fall into the entertainment category, while data, how-tos, and infographics fall into the educational category.
The best posts of all tend to have a mix of both entertainment and education and those are the ones I’m constantly on the hunt for on social media.
Finding and sharing “Edu-tainment” content is our overarching strategy, which helps clarify everything that should be posted under the following Facebook posting strategies:
Over to youThanks for reading! Have you experienced something similar with reach and engagement on Facebook? Or, maybe you have a few posting strategies that I missed above?
I’d love to continue the conversation with you!
What has been the best success you’ve found in terms of a Facebook posting strategy? What are your top tips for increasing reach and engagement on Facebook?