Why Post Content Style Matters

I recently took on a different kind of freelance client. I looked at her social media presence, and made her an unusual offer. Rather than setting up a big social media strategy, or creating content for her, I offered to give her pointers instead. Her content was great. She was posting all of the right material. But her Facebook posts were getting terrible views, and even worse engagement. Add that all up, and basically all of her efforts were pointless. But like I said, when I took a look at her posts, her content was great. So why was it tanking? It all came down to the way she was posting it.

Facebook will tell you all sorts of things about how the algorithm pics and chooses which posts to share. But all experts and professionals can tell you the following- Facebook hates to share links.

There are 4 types of Facebook posts-

1. Video

2. Photos

3. Plain text

4. Links.

And that is also the order that FB will share them in. If you post a video, it's almost guaranteed that everyone will see it. Photos are seen by a lot of people as well. Texts are seen by some, but not all. The more people that engage with your post, the more additional people will see it. But links- links can bomb. The insider thinking is that FB doesn't like links because links take you away from FB. FB says that's not really true, and that links bomb because readers don't like links. You can decide what's true for yourself.

So I taught my new client how to better post her content on Facebook. I taught her to post a picture of her product first, and then add the hyperlink. That way Facebook will read the post as a picture, not a link. Take a look at her results-

Her results were amazing. Look at how many more people her posts reached! It's unreal! And that was all organic!

I also taught her that she needed to be posting more than just "buy this, buy that" posts. She needed to relate more to her audience, share her personality, and continue to post her products. Check out her individual post "likes" -

Again, it doesn't get much better than that. Now compare the net Likes to the Page Reach. You can see exactly how the Facebook algorithm works. The more people that liked her post (specifically on June 11), the more people saw her post.

(In case you are looking at the dip in reach on June 14 and 22 - she didn't post anything those days!)

Now for her Page likes -

Check out that beautiful upward climb. And it was all organic. No money went into promoting her page. She got that many new fans (and potential customers) just by posting in a more effective way, which reached more people, who then "liked" her posts more, which in turn led to more people discovering and liking her page.

It doesn't get better than that!

As a social media marketer, I love getting to make this kind of difference for someone! Especially for a small business!

#facebook #metrics #success #clients #analytics