A couple of weeks ago I wrote about how the current Facebook algorithm is favoring text-based posts over links. My point in that post is that when Facebook decides what pages can share, it is damaging the authenticity of the conversation, and I still believe that. However today’s post is based on a bit of further research, and what you can do to get the furthest reach for your Page posts.
- If you choose to share a link, remove the preview. In our tests, posts that contained a link without a preview went further that posts with previews. Here’s the same post I do weekly without the preview. Note that it reached 4,864 people.
Here’s the previous week of the same post WITH the link preview. Only 1,882 people were reached. Big difference.
- Skip the image. While images can be eye catching, Facebook tends not to give you as much reach on posts with images. I still think it’s a good idea to include an image sometimes, just to get attention. But realize that you won’t get as much reach on a post with an image.
- The Share button can impact your reach. When you click “Share” on someone else’s post, we are finding that reach is limited. (And can I tell you how much that annoys me? Isn’t the point to engage people with content that they want to share with their friends? Isn’t that part of the POINT? Why Facebook dings shares is beyond my comprehension.) You may be better off copying the URL of someone else’s post, pasting it in as a new post, and removing the preview. Then type some descriptive text so people know what they will see when they click the URL.
Here’s an example of a post that was shared using the “Share” link. Note that only 332 people saw this post. My average reach on other types of posts is around 3,000-4,000 people. My average reach on shares is only 300 people.
I believe that Facebook wants the most visual posts to be those that have been paid for. For example, we have been doing News Feed Ads for a direct selling company client, which include visuals, and these have done very well for us in terms of both visibility and leads. But for posts that are not paid for, text seems to be what you need to go with to get the best reach possible.
What tips do you have for improving the reach of your Facebook Page posts? Please share them in the comments below!