Do you use Facebook in your marketing activities? It’s very likely that you do. You may notice that your post engagement has dropped significantly since Facebook changed its algorithm about a year ago. This is because Facebook wants us to buy ads and boost posts. However, there is a way to improve the post engagement.
And the secret is in your content. An article by by Richard D’Ambrosio suggested that Facebook’s algorithm prioritises active interactions like commenting and sharing over likes and passive interactions like clicks. In Facebook’s mind, the more effort a user applies to posts in their newsfeed, the more likely that content has higher quality and value. And, the hierarchy of Facebook reactions is: 1) comments; 2) reactions other than likes; 3) comment replies, especially those where users tag friends; 4) sharing links over messenger; and 5) engagement on shares.
Things are getting harder now. Everyone uses social media to target customers. There are a lot of low quality content out there. We just need to lift our games. Content is king.