SOCIAL

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

Published

6 månader ago

september 21, 2022

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 här.

Källlänk

Related Topics:Innehåll Facebook Insights maximize Meta Nå Shares

Up Next

Google Adds New Elements to its ‘Consent Mode’ to Ensure Your Site Aligns with User Data Permissions

Don't Miss

Meta Adds New Tools to Help Promote Emerging Creators on Facebook

Click to comment

SOCIAL

TikToks framtid förblir under ett moln efter VD:s framträdande före kongressen

Published

41 minuter ago

mars 26, 2023

EntirewebNewsBot

TikToks framtid förblir under ett moln efter VD:s framträdande före kongressen

So how did TikTok CEO Shou Zi Chew’s appearance before the House Committee on Energy and Commerce go today?

Well, it’s hard to say – amid the regular smattering of accusations framed as questions, and vague queries that seemed to misunderstand how the internet itself works, Chew mostly seemed to provide carefully worded answers, while fending off anything too difficult by saying that he’d look into it.

In a crucial hearing, which could decide the future of the app in the US, Chew provided a passionate defense of the platform, and sought to address US regulatory concerns, with the key issue being the potential of American user data being shared with the Chinese Government.

Chew sought to dispel this notion, while TikTok also posted a public statement on this:

4/ TikTok will remain a platform for free expression and will not be manipulated by any government.

— TikTokComms (@TikTokComms) March 23, 2023

Chew was pressed on various aspects, relating to TikTok’s past actions on censorship (i.e. whether it censors content critical of the CCP), its accessing of US user data to track journalists, it’s algorithm, youth safety aspects, and more.

For the most part, Chew was able to navigate the various questions without making any definitive commitments. But at the same time, his appearance, by various accounts, wasn’t overly assuring, or convincing, in regards to winning over US senators.

In particular, when pressed on whether ByteDance employees have spied on US citizens in the past, Chew deferred, saying that ‘I don’t think spying is the right way to describe it’. Chew also questioned the track record of American companies on user data, when asked about a potential divestment from ByteDance – which seems like a fair comparison, but is unlikely to resonate with US officials.

But the key statement of Chew’s appearance was this:

“The bottom line is this – American data is stored on American soil by an American company overseen by American personnel.”

This was from Chew’s pre-prepared testimony, in which Chew explained that ‘Project Texas’, TikTok’s multi-billion dollar plan to separate US user data from its Chinese parent company, will secure US user data in the US, making it entirely inaccessible to China-based staff.

TikTok’s hope is that this effort will be enough to assure US regulators that American users are safe.

But then again, when pressed on another key point, as to whether TikTok would ever consider selling user data, Chew refused to provide a firm commitment, noting, instead, that he would seek further clarification before providing an answer.

At the end of this, it still remains difficult to determine where TikTok is placed, in regards to the possibility of a full ban in the US. Even worse, the Chinese Government has once again shared its opposition to the forced sell-off of the app, which means that if TikTok is banned by the US Government, a sell-off into local hands may not be an option.

Which, once again, underlines the fact that TikTok’s future hinges on how US politicians perceive Chew’s testimony.

Was he convincing enough in his explanations? Has TikTok done enough to assure policymakers of its intentions? Will Project Texas be enough to demonstrate separation of access within parent company ByteDance?

Really, the next steps are likely out of Chew’s hands either way, as it still feels like the rising tensions between the US and China will be the key determinate. Last month’s spy balloon incident raised the hackles of those concerned about Chinese interference, weighing further against TikTok, while this week’s meeting between Chinese President Xi Jinping and Vladimir Putin has further stoked concerns.

In this respect, it feels like TikTok is caught in the middle amidst a much broader disagreement between the two nations, and it another incident of this type could end up being the thing that makes or breaks TikTok in the US.

Any further indication of Chinese defiance, specifically against the US, could force the White House to act. So while Chew may have done his best, maybe there’s nothing he could do within the broader context.

Källlänk

SOCIAL

Att övertala vem som helst är lika enkelt som den här tekniken bevisad av en ledande psykolog. Det kommer ner till 4 enkla ord

Published

7 timmar ago

mars 26, 2023

EntirewebNewsBot

Att övertala vem som helst är lika enkelt som den här tekniken bevisad av en ledande psykolog. Det kommer ner till 4 enkla ord

You can read this article to find out — but, of course, it’s your choice. Much of what we do in life is an act of persuasion. As a father to two small children, I can tell you that at any moment in my day-to-day life, I am trying (usually failing) to convince the two little ones to do something: …

Källlänk

SOCIAL

Snapchat ger tips om hur du maximerar din plattformsnärvaro

Published

13 timmar ago

mars 26, 2023

EntirewebNewsBot

Snapchat ger tips om hur du maximerar din plattformsnärvaro

Looking to build your organic presence on Snapchat, and maximize your reach and resonance with Snap users?

This might help – this week, Insider got hold of a pitch deck that Snap has been sending to users that have been selected for its ‘Snap Stars’ influencer promotion program.

Snap Stars, as Snapchat describes, are:

"…public figures or creators who bring some of the best and most entertaining content to Snapchat. Through their unique perspectives, Snap Stars give their audiences unprecedented access into a diverse and global set of interests, including the arts, beauty, news, gaming, music and more.”

By joining the program, Snap Stars are eligible to have their content featured across the app, and once creators are accepted into the program, Snapchat provides them with a range of notes on how to make more effective, app-specific images and clips.

Enligt Insider, those tips include:

Focusing on ‘day in the life experiences’ by posting 20 to 50 Snap stories a day, so that subscribers are engaged for longer
Posting directly to the Snap Map, a feature that allows Snapchat users to see each other’s location, so that users who aren’t subscribed can easily discover your content
Making a strong ‘tile’ on your feed, which is the most recent Snapchat photo or video taken
Captivating viewers in the first one to three snaps so they watch the whole story
Encouraging non-subscribers to subscribe a few times a week, and subscribers to turn on story notifications
Using captions, since a lot of people watch stories with sound off
Balancing commercial content with authentic personal content

So, that’s a lot – 20 to 50 Snaps every day is a big commitment, and it’s likely going to be hard for most people or businesses to provide consistently entertaining content at that scale.

But as with all social platforms, maintaining consistency, and building presence is important, and showing up is a big part of that. As such, it’s not surprising that Snap’s pushing regular posting. But even then, it’s a lot.

And do people really like that ‘day in the life’ stuff – like ‘Going to the shops’, ‘At the shops’, etc.?

I’ve seen many wannabe Snapchat do this, and it feels like overkill – but I guess, if you’re entertaining, and you know the platform, that could help to further ingratiate your profile with your audience.

Posting direct to the Snap Map is another interesting tip, which could help to improve discovery, while managing how your profile appears in the app is another opportunity to get attention.

Most of the tips here are pretty straightforward, and what you’ve likely read before. But the output rate that Snap recommends is significant.

Then again, this is for users that Snap wants to turn into platform-specific influencers, so it may not relate to people not in that category. Still, some interesting food for thought.

Time to start Snapping your every activity throughout the day.

Källlänk