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Meta Shares New Insights into How to Maximize Your Content Reach on Facebook

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Meta May Soon Enable Users to Set Up Various Facebook Profiles Tied Back to a Master Account

This is interesting – today, Meta has published a new overview of how creators can maximize their reach on Facebook, and connect with more potential fans via News Feed distribution.

And while the advice is focused on creators, the tips are universal, in relation to how the News Feed algorithm works, and if you are looking to get more reach to your target audience on Facebook, these notes will definitely help.  

But then again, how exactly you do that may not always be a net positive for society.

I’ll explain.

First off, as Meta has communicated in the past, the Facebook News Feed algorithm primarily relies on these key elements when deciding who sees what content”

  • What content has been posted? What posts are available from friends, other creators and Pages that we can show?
  • Who might like this content? We consider a multitude of signals such as who posted the content, when it was posted, what was the topic and past user behavior, among others.
  • How likely are people to engage with the post? We try to predict how likely a given person is to engage with your post and find it meaningful. We make a variety of these predictions for each piece of content.
  • How interested will the audience be in this post? Based on all of the data we have gathered on the post, which pieces of content should get priority?

So engagement is the key focus, showing people more content that they’ll click-through on, comment on, share, Like, etc.

That remains a potentially problematic element, depending on how the algorithm weighs each. If the algorithm favors comments, for example, that then incentivizes people and Pages to post things that will spark debate and discussion – which can be positive, in some respect, but can also be very divisive, and lead to further angst and opposition.

In any event, these are the considerations that the algorithm weighs, which subsequently means they’re what you should also consider if you want to get maximum reach and response with your Facebook posts.

But this part is especially interesting in considering Facebook engagement in 2022 specifically.

In its explanation, Meta says that it now views Facebook engagement in two ways:

  • Connected Distribution – Your posts are seen by those who follow you on Facebook. This is your core audience on the platform.
  • Unconnected Distribution – Your posts are seen by those who don’t follow you, but may be interested in your content. This type of distribution can come through other users sharing and resharing your posts or from our recommendations in our “Suggested for You” sections.

Now, both of these types of engagement have existed in Facebook for years, but it’s the latter element that’s now getting more specific focus, as Meta looks to pump more AI-fueled content recommendations into your feed.

Indeed, back in July, Meta CEO Mark Zuckerberg flagged the company’s plan to double the amount of AI-recommended content in user feeds by the end of the year.

As per Zuckerberg:

“Right now, about 15% of content in a person’s Facebook feed and a little more than that of their Instagram feed is recommended by our AI from people, groups, or accounts that you don’t follow. We expect these numbers to more than double by the end of next year.”

In other words, ‘Unconnected Distribution’ is set to become a much bigger factor in determining your Facebook post reach – which means that businesses need to consider how Unconnected Distribution also works in the broader process.

Which Meta has provided some new guidance on – in order to maximize Unconnected Distribution, Meta says that you should:

How, exactly, each of these elements factors into Facebook’s ‘Unconnected Distribution’ algorithms is not clear, but the pointers indicate that Facebook will be looking to promote as much original content as it can (however it assesses such), while optimizing for engagement remains a key consideration.

Which is easier said than done. Of course, you want to post things that generate more likes and shares, and boost your reach. But unfortunately, the easiest way to do this, as you likely know from your own experience, is to incite rage and anger, while happiness and joy can also provide that emotional kick that’ll incite people to interact, however they may choose.

Various studies have shown that anger is the emotion that spreads most easily over social media, with joy coming in second. Again, in order to incite a reaction, you need to strike an emotional chord with your content, and these are the two instinctive responses most likely to get people typing, and in particular, sharing online.

Which, again, makes sense. If you read something that really annoys you, you feel a compulsion to respond to it, which will then see you inadvertently amplifying that content, while funny memes and trends also spread quickly across the web.

Post an update about how good your product is, and no one will care, but make a few snarky responses via tweet and you can quickly become the talk of the internet for that day, albeit with a high level of reputational risk.

This is the way the web works, based on algorithmic amplification that’s designed to keep people in each app for as long as possible, at all times. Poking your emotions is what, essentially, algorithms are all about, regardless of any other explanations about how they merely reflect human nature and interest, and how algorithms are ‘content agnostic’ and are not designed to amplify negative behaviors.

That argument is irrelevant, because intent and effect are two vastly different things, and there’s no way that anyone could argue that algorithms don’t end up boosting more divisive, argumentative content, regardless of their design.

Publishers know it, brands know it, and this overview once again underlines the fact that if you want to maximize your Facebook reach – through either Connected or Unconnected Distribution – you need to get people talking.

How you do that is by aligning content with emotional triggers, which can be positive, of course, in sharing more joyful, happy posts. But anger works too – which is less than ideal for creators, publishers, society in general, etc.

But these are the factors that you need to consider when you’re working on maximizing your Facebook performance.

You can read Meta’s full overview for creator distribution here.

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

Amid the various large-scale changes at Twitter, the platform is also working on some smaller tweaks and updates, which may or may not ever get released, but could provide valuable functionality for many users.

First off, Twitter’s testing the ability to search through your Likes, so you can find out who, specifically, has liked your tweets.

That could help you glean more context when reaching out to someone, or just another way to understand who’s responding to your tweets.

And it could be particularly valuable as a research tool for marketers in understanding their audience and who they’re reaching with their tweets.

Twitter’s also testing a new way to filter your replies, which could be handy if you get a lot of responses to a tweet.

Tweet reply sorting

I mean, I’m not sure how many people are getting so many replies to their tweets that they need a filtering option, but for those that are, this could be a simple way to ensure you’re staying up on the most relevant responses and responders, to better manage your engagement.

Finally, Twitter’s also experimenting with new timeline settings, which would provide more control over your timeline and pinned lists.

Twitter timeline controls

Note also, in the middle screen, that Twitter’s developing an option that would enable you to hide your tweet view counts, which would provide another way to manage your activity in the app.

As noted, all of these are in test mode, with Twitter engineer Andrea Conway posting them for public opinion, before exploring further development. But they could be handy, and while they’re not game-changers as such (which may mean they get less priority), smaller tweaks and updates like this could be significant for certain users, and could make it easier to manage your tweet activity.

We’ll keep you updated on any progress.



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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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Twitter Tests New Quick Boost Option for Tweets

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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