Today, it is impossible to ignore Facebook, when approximately 2.90 billion people actively use it every month. If you want your business to gain visibility to your page to increase traffic and engagement, you need to take advantage of Facebook’s algorithm. But first, you have to understand how it works in order to use it wisely…
Facebook algorithm development
At the core of Facebook, 18 years ago, in 2004, publications were not filtered, i.e. all displayed when they were placed online. A definite advantage for advertisers when it came time to authorize ads.
But since 2009, implementations of the algorithm started prioritizing posts based on likes, and this has improved over the years. For example, responses become more important than likes.
Then, it is from 2018 that posts by family and friends find themselves at the top of the News Feed. Finally, from 2022 onwards, they are classified according to who published, content of interest to the Internet user who views it and the rate of interaction.
Mission of News Feed Algorithm
The purpose of the News Feed algorithm is to define the relevance of a post to a professional page. It goes through a test with the smallest number of customers before it is displayed in the largest number. Based on their level of engagement, the algorithm determines whether the post is eligible to appear on all users’ feeds.
Thus, if you focus on content that generates emotion among Internet users, you will have a better chance of getting a higher rate. Explore publications that they find interesting, to which they react and comment. If they watch more videos, it will be the preferred format. If Internet users liked the photos, they would be included in the ads.
However, regardless of the format, your content is based on a story that is rich in meaning and of good quality. Facebook’s algorithm gives them better visibility, even if the responses aren’t necessary.
Videos and their ideal length
A video ad captures the attention of Internet users more than text, they have a hard time keeping them there until the end. So make sure it can pique their interest.
While the consumption habits of internet users have changed significantly, they prefer shorter formats of more than 15 seconds which they can watch anytime, anywhere. The first 8 seconds are necessary for you to introduce your products or describe your services.
If you offer videos longer than 60 seconds, they are intended to talk about your company, its history, which always runs on emotion. After 90 seconds, a video is only seen by 50% of your viewers. This longer format is suitable for tutorials or as part of a training on using your products.
Keep in mind that if viewed to the end, Facebook’s algorithm finds it interesting and can then be shown to more people. But according to studies conducted by Yumi and IPG Media Lab in 2015, which are still ongoing, the choice of format depends on the company and the objectives it wants to achieve.
Somehow, out of the less than 10,000 people surveyed, the length of the video doesn’t matter as long as they remember the message, even if they’ve only seen a few seconds of it. However, it shows that the effectiveness of short videos is seen for larger brands, which already have a niche in their field of activity.
If you are new to the market, a longer video will help you get more exposure.
Prioritize Quality News
To generate engagement on Facebook ads, focus on relevant information or news that Internet users would like to discuss with each other, with friends. This relevance equates to bringing added value to the users. To do this, use Facebook Audience Insights to analyze their interests.
Several criteria are proposed, namely:
- studies carried out;
- Profession exercised;
- the city where the user resides or his country;
- Languages used…
The analysis can be further advanced such as:
- User’s standard of living:
- its average basket of online purchases;
- The kind of products that make it up.
Avoid misleading and unprofessional content
In terms of content, Facebook would like to point out that their authenticity remains a priority for users. The ones that are supposed to be real and contain no lies will actually top the feed. and those intended to cause a reaction or sensation shall be:
- either excluded from the thread;
- Either simply moved to places that would not guarantee them good visibility.
In order for your ads to be well seen by the Facebook algorithm, you need to avoid catchy and misleading headlines. Of course, to discuss, show great creativity, a sense of humor whether good-natured or scandalous, but without going too far, or lying about the qualities or performance of your products/services.
Although you are aiming for a high engagement rate, be honest and transparent. Quit content that brings nothing to users, which may be shocking to public opinion, as well as fake news.
Understanding how algorithms work gives you the tools to develop an effective marketing strategy, and one that allows you to deliver a pleasant experience to visitors. They will respond positively to your post. Also, remember that Facebook’s algorithm is focused on the interactions on your pages.
If a user reacts or comments on one of your posts, take the opportunity to reply. This is a way to win over a fan and establish a lasting relationship, to show her that her opinion is just as important to you as it is to her. News Feed also takes into account comments and shares made by friends or family members. He passes the message to the top of the thread to see how other Internet users will react.
Consider the rules in force in different countries
To increase engagement on your Facebook ads, you need to get to know your audience better. Ask yourself what he likes, what topics interest him. But this is not enough. Consider local traditions and culture, as these often affect your fan engagement. Your publications must comply with the rules and regulations in force in certain countries. If you receive too many negative reviews, this will save you any penalties that are applied locally and by the Facebook algorithm.