So do yourself a favor: keep reading to learn about BeautyMatter’s essential Facebook best practices.
Facebook: The Publishing Powerhouse
Facebook continues its reign as the world’s largest social media channel, with around 1.94 billion daily active users worldwide as of March 2017. Facebook’s goal appears to be dominance: it’s surpassed being strictly a social network, and boasts advertising, instant messaging, newsreading, and video viewing as among its growing native services.
In terms of demographics, 79% of online Americans use Facebook, or 68% of all adults. Women continue to use Facebook at higher rates than men, and it remains the leading platform for Black and Latino Americans as well: [/vc_column_text]
To quote Pew Research:
“Fully 72% of online American adults use Facebook … Usage continues to be especially popular among online women, 77% of whom are users. In addition, 82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49, 64% of those ages 50 to 64 and 48% of those 65 and older.”
How do you best use Facebook’s features? First, remember that brands are at the mercy of Facebook’s algorithm, which is frequently subject to change and favors paid above all else. With that in mind …
Post Less, Boost More
Organic reach functionally no longer exists for brand pages. In addition to Facebook prioritizing “better quality” content that its users want to engage with in its algorithm, they have adopted a “play-to-play” model for brands.
Facebook recommends posting fewer, higher-quality pieces of content (~6 posts per month), and boosting them all. Otherwise, fewer than 1% of your total fans will even be able to see your posts.
There is no minimum spend required.
Diversify Your Native Content
Facebook now allows you to natively upload a variety of assets and file types:
- Images (Individually, in smaller multi-image uploads, and full albums.)
- Videos (Up to 45 minutes, and you can upload a video as your page header or profile picture.)
- Links (Using editable headline / body copy and Call to Action buttons. 63% of Facebook users say they receive news on the platform, typically in the form of links to articles.)
- .PDFs (For restaurant brand pages only.)
You can also publish the following natively through brand pages:
- Special offers
- Livestreams (Up to 4 hours, but Facebook recommends 10 minutes.)
- Event pages
- Blog posts (Also known as “Notes.”)
- Job posts
Instead of hard-linking directly to different platforms, brands should capitalize on all these different native creative expressions, which is more favored by Facebook’s algorithm.
Optimize All Content for Mobile
Over 1.15 billion of Facebook’s daily active users access the channel via mobile. All content uploaded to Facebook must be able to be functional and visually appealing on mobile across different brands, and copy length should be succinct.
Although brands should think mobile-first, hashtags are ill-advised for Facebook posts: they may be clickable, but are not measurable due to Facebook’s privacy settings, and posts with hashtags actually get less engagement than those without.
For links in particular, all copy from the headline to the body text is editable, and should be adapted (and boosted) to drive clicks.
You can tag other Facebook pages in your captions, but you cannot tag individuals. Tagging other Facebook pages may increase your post’s chance of being seen by the other page’s community.
Video Is VIP
Native video has become the norm across all core social channels, with the fiercest battle for views being waged between Facebook and YouTube. Platform preferences are entirely strategy and audience-dependent, but it’s no secret that Facebook is weighing native video heavily in its algorithm.
While Facebook “games” views by counting a view after 3 seconds, it’s now shifted to valuing video completion: shorter, therefore, is better.
Livestreaming continues to be an experimental sandbox for brands and publishers, one that’s also being pushed by Facebook. Currently there is no “winning formula” for a Facebook Live video, but strong performance can be produced from a combination of influencer involvement, boosted pre-promotion, and relevant subject matter.
Community Management Counts
67% of consumers have used social media to get a customer service response from a brand, and ignored comments or inbox messages can lead to increased consumer dissatisfaction. However, good customer service on social, naturally, can lead to conversion into brand advocacy, so brands need to spend dedicated time on Facebook reacting and responding to all feedback from fans.
On Facebook, you can “react” to individual comments, in addition to responding to fans in threaded comments and Private Messages (fans can send you messages regardless if they Like the page or not). You can also respond to fans with images and stickers, and .GIFs soon.
Facebook Purges “Fake” Accounts, Affecting Audience Sizes
As part of its renewed effort to combat bots, spam accounts, and “fake news” purveyors, Facebook will often go on mass deletions of fake accounts. This often can lead to decreases in brand pages’ total Likes
What Does Success Look Like?
It depends on a brand’s goals, as well as whether or not the post was boosted, but Facebook’s primary success metrics are:
- Reach (How many users saw your post; this number is higher when boosted)
- Engagement Rate (How many users engaged with your post divided by how many users saw it)
- Total Post Engagements (How many Reactions, Shares, and Comments your post received, again higher when post is boosted)
- Actions on Page (How many fans clicked the website, phone number, directions, or CTA button associated with your page)
- Link Clicks (How many users clicked on the link within the copy or on the CTA button)
- Video Views (How many users watched your video, includes fan drop-off and completion rate)
- Page Likes (How many users Liked your page overall)
Facebook doesn’t measure impressions in the traditional sense, but has a “Page Views” metric.
All analytics can be accessed through third-party apps or easily in-platform, and exported via CSV. You can pull up to 6 months at a time.
How Do I Verify My Page?
It’s easy to verify a Facebook page and receive a gray checkmark. According to Facebook’s FAQ sheet, you can either call for a verification code, or you can choose to upload a business document. Facebook will then review all information with you, and verification should be accomplished over the span of a business week.
How Do I Schedule Content?
Facebook’s native content scheduler is extremely easy to use when it comes to backlogging content, as is Facebook’s Power Editor. You can also hook up your page to a third-party vendor scheduler like Hootsuite.