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Facebook eye

Meta reveals how to maximise reach of Facebook content

Facebook eye

Meta reveals how to maximise reach of Facebook content

Yesterday, social media giant Meta – the parent company of Instagram, Facebook and WhatsApp – released some insights into how creators can reach more people in Facebook news feeds.

While the tips are geared towards content creators, they can be used by anyone – including businesses.

In the past, Meta has revealed that there are four key elements it considers when determining what content a user is presented with in their news feed. These consider what content has been posted, who might like that content, how likely people are to engage with that content and how interested people will be in that content. Essentially, the levels of engagement a post could receive is key determining factor.

Now, however, Meta has revealed that engagement is split into two separate forms. These are “connected distribution”, in which a user or page’s posts are shown to those who are connected/follow that person or page. The other form is “unconnected distribution”, in which content is shown to people not connected with the poster, but who Meta believes will be interested in the content.

If you’re a user of Facebook, you’ll have undoubtedly seen posts of this type appearing in your news feed more and more frequently, with these posts indicated by “Suggested for you” at the top of the post.

It seems that this second type of engagement is set to have a larger focus. Indeed, the CEO of Meta, Mark Zuckerberg, revealed in July of this year that the company planned to double the content recommended by AI in user’s Facebook feeds by the end of 2022 to 30%.

For businesses, this means a lot more chances to get seen by people who aren’t connected with the business but may be interested in what it offers.

In light of this, Meta has released some insights into how creators can go about maximizing their chances for unconnected distribution. These are:

1. Making original content – perhaps it goes without saying, but Meta prioritises original content, not content shared from someone else.
2. Optimising for shares – creators should ensure they make content that people will want to share, react to and comment on.
3. Comply with rules and guidelines – in order to have posts be recommended to others, creators need to ensure that the content they post complies with Meta’s recommended content guidelines and rules.

While the weighing of these factors isn’t known, it’s clear that producing high-quality, original and engaging content is key – something we always strive to do here at Engage Web. If you need help with producing such content for your business, speak with a member of our team today.

Emily Jones

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