Growing your Facebook fan or business page organically these days is a tough ask for anyone!
Facebook’s algorithm has reduced the amount of organic reach your page gets. This makes it a little harder to stand out in the crowd!
Remember the crowd on Facebook is now more than 2 billion active monthly users.
So what can you do to increase that organic reach?
There are a number of ways that your content can be super successful and this gives the algorithm more reasons to show it to more users.
- Create content that is valuable
- Include a CTA (call to action) or give users a reason to click/engage with your post
- Don’t use clickbait tactics
- Use the latest features that Facebook brings out e.g. Facebook Live
However, one of the biggest tools that many people don’t leverage is Facebook Insights.
This is where Facebook gives you all the analytics for your page to use to your advantage!
Remember that Facebook wants you to succeed and grow your following!
BUT, you have to publish content of the highest quality because the user’s experience comes before your page growth…e.g. poor quality content; the user won’t return; Facebook will reduce your reach.
On the other hand, if it’s of high value more people will engage with it and the more people engage the more organic reach you will get!
So let’s look at how to use Insights to grow your Facebook page!
Optimising the times that you post
When you go to all the effort to create or document awesome content, you want it to get the best results possible once it’s live right?
The time that you post can be a big factor in the overall performance of your posts.
Wisemetrics tells us that for Facebook, a post reaches 75% of its potential engagement in the first 5 hours of its lifecycle.
This means that we want to be hitting the ‘post’ button when we have the maximum amount of users online and using Facebook. This maximises the number of users that will see the post in the early stages of it’s lifecycle!
As you see from the graphic below, Facebook Insights can tell you when your users or online or offline. You can use this to make sure you optimise the time you post to ensure maximum exposure!
For example, you would not want to post at 2am for this page as the number of users online is at its lowest. By 7am, your post would have reached 75% of its potential and the majority of your users would not be online to see it.
In this example, you would post anywhere from 8am to 8pm to capture the majority of your following online!
Optimising the types of content you post
Facebook Insights will also give you a stack of data on what types of post are performing the best for your page.
In this example, video is the clear winner with this audience. The average reach of video content is almost 9x that of posts containing photos. The engagement on video posts also out performs other types of content by far!
Links and shared video are the clear runners up here. However, that doesn’t mean that you shouldn’t use them in posts at all. Depending on your marketing strategy and objectives, these types of content could still have a use and place.
As always with social media marketing, it’s about constant testing and measuring!
Optimising your content for your audience
Facebook knows a lot about it’s users.
But that’s what makes it so powerful for us as business owners or marketers.
Facebook has data on everyone that lands on your page, hits the Like button and shares your content.
Now let me show you how to use insights to grow your Facebook page when it comes to your audience!
Insights gives you data on who your fans and followers are, their gender, their age, their interests and so much more.
Using this information, you can tailor your content to use the types of people that are following your page.
For example, the majority of this page is followed by females and females ages between 25-34 years old. This information can help you tailor content that resonates with your audience in the aim of generating maximum engagement!
If you were posting content that was aimed at 45-54 year old males, the level of engagement would often be significantly lower on this page as it is only 6% of your fans.
Of course, at the end of the day, it all depends on your marketing strategy and the results you are trying to achieve!
Leverage the available tools
So that’s just a few examples of how to use insights to grow your Facebook Page.
There are many other aspects that are measured and have analytics available including page views, actions on page, events, reach etc…
You can use all of these to your advantage in creating great content that is optimised for your audience without having to spend big money on advertising or promoting your posts.
Once you are using all these insights and optimising for them, using Facebook Ads and promoting your posts will enable to you to scale up your efforts even further.
Head to the Insights tab of your Facebook Page to see it all in action for yourself!
Thank you for reading this!
I’d love to know what you thought of this blog and whether it’s been of any help to you? Or if you have any questions at all, please let me know!