With over one billion users of the social media network scattered across the globe, sensible marketers simply cannot afford to overlook Facebook. Rather, they must study the site’s metrics, how posts are read and other information related to user behavior to capitalize on the sheer number of users that could potentially be exposed to their brand.
Taking into consideration that 23 percent of Facebook users check the site at least five times a day and 47 percent say the social media network has the greatest impact on their purchasing behavior (up from 24 percent in 2011), marketers need to study precisely how the site works and try to understand it as well as they can. And that’s not an easy task, considering the site’s regularly changing algorithms, security measures and other features being added or augmented often.
In a recent post on thefederalist.com, Sean Davis outlines his teams “cracking” of the Facebook news feed algorithm, providing marketers with strong insight into what that means for their campaigns. The research concludes that there are five metrics that determine how much visibility your posts will receive: total likes, daily paid reach, site views from Facebook, whether posts are on a weekday or a weekend and posts per day.
For starters, the visibility of your posts centers around paying to join the proverbial Facebook club and then paying more once you’re a member. Davis proceeds to then take a deep dive into the metrics, concluding that with any particular post, you can expect a lowly 5.4 percent of your fans to see your posts. With paid advertising, however, your organic reach increases. For every 10,000 people your posts reach, you can expect 33 additional viewers to have your paid posts appear in their news feeds. And of course, the more people that like the content and view it, the more your organic reach will increase as well, with 42 additional sets of eyeballs seeing content per 10,000 page views generated from Facebook. What’s more,research indicates that weekday posts get more traction than weekend posts, and that the more frequently you post, the more readership there will be.
What’s the takeaway? Davis concludes that sponsored posts aren’t really worth the investment, and marketers should instead focus on growing their organic reach by producing strong, engaging content and buy the ads that appear in the site’s right-hand column. But overall, marketers might want to wonder whether their dollars are spent better elsewhere.