How Can Organic Facebook Marketing Be Significantly Improved?
Do you want your Facebook posts to be seen by more people? Are you curious about the kinds of organic content Facebook prefers?
You’ll find Facebook-friendly content ideas in this article.
What is Facebook’s Widely Viewed Content Report?
You can research the organic content that performs best on this social media network by looking at your own company’s Facebook marketing results or the pages of competitors. However, Meta does the work for you each quarter.
Meta’s Widely Viewed Content Report (WVCR), as its name suggests, is a summary of the most popular content published in the preceding quarter. On the surface, the goal of this report is to be transparent and demonstrate to users how the social media platform works.
However, the WVCR provides marketers with a much more in-depth analysis. The report examines the pages and domains with the highest number of views and clicks, in addition to the feed content that receives the most attention. In addition, the report provides insights into the Facebook algorithm and best practices to assist marketers in making better use of the platform.
The WVCR is an essential strategy for Facebook-based marketers; However, there are some restrictions attached. First of all, since the report only looks at organic content, it won’t help you improve your paid content strategy.
Additionally, only users from the United States are included in the report’s data. This report and the suggestions below are applicable to your business and target market if they are both located in the United States. However, feed content and platform trends may differ slightly if you conduct business elsewhere.
Last but not least, the WVCR only cares about feed content. Facebook stories are not covered, but organic posts and reels are included. When you read the tips below, keep these mistakes in mind and think about setting up your own tests for paid ads and stories.
How to Enhance Your Facebook Organic Marketing in Ten Ways
Do you want your organic Facebook content to have more organic reach, engagement, or clicks? Based on the WVCR for Q3 2022, find out what is working on Facebook right now, and use the suggestions below to improve your organic strategy.
#1: Create content that is worthy of sharing.
Publishing content that followers want to share is without a doubt the best way to boost organic Facebook marketing results. One of the most significant sources of content for Facebook feeds is the reshares of friends, as indicated by Meta’s WVCR. Reshares from friends account for nearly 20% of users’ feeds, surpassing only original posts from friends.
It’s easier said than done for many organizations to produce content that people want to share. A simple call to action (CTA) like “Share if you agree!” isn’t enough to get your audience to share your posts and reels in their feeds.
Why don’t you just ask Facebook users to share the content on your page? Posts with CTAs that encourage users to act on a Facebook post are deprioritized by Facebook. Because it typically results in interactions of low quality that do not provide users with much value, the platform views this content engagement as bait.
Find out what kind of content your audience really wants to share instead of creating engagement bait. The Meta Business Suite is an excellent starting point for your research. Sort published content by shares by opening the Content Insights panel. Select only Facebook posts so you can concentrate on relevant content.
#2: Join Facebook Groups and contribute.
It’s easy to assume that creating great content for your Facebook page should be your top priority when developing a Facebook marketing strategy for your business. However, despite the fact that page content can be crucial, it is not always the most effective method of reaching your audience.
Facebook group posts make up nearly 17% of feed content, according to Meta’s WVCR. In fact, group posts rank higher than page posts and posts shared by friends.
#3: Use the Unconnected Distribution Algorithm to your advantage.
Nearly two-thirds of the typical Facebook feed is made up of posts shared or created by close connections like groups and friends. Facebook’s disconnected distribution system accounts for yet another sizable portion—more than 15%.
Unconnected distribution content is now more prevalent in the feed than it was in the Q2 2022 WVCR. As a result, it is more crucial than ever to take advantage of this chance to expand your audience.
In essence, unconnected distribution enables your business to reach users who have not yet followed your business page. Similar to the example above, this content appears in the feed as suggested posts. Tap to open the menu and save the post, or tap to view and follow the page directly from the post.
#4: Avoid posting content that attracts page followers.
Focus on creating more of the content that your followers enjoy as your audience grows. The WVCR demonstrates that content from pages that users already follow makes up almost 11% of the typical feed.
Business Suite is a good place to concentrate your research once more. Meta has introduced advanced analytics in recent months, making it simpler to determine the content format and post topics that attract your followers.
Make sure that you are only viewing Facebook posts by opening the content insights overview tab in Business Suite. The next step is to examine charts to determine the media types that have the greatest impact on your page’s reach and engagement.
#5: Limit links from outside.
The WVCR report for the third quarter of 2022 confirms your suspicion that Facebook places a lower priority on link shares than it does on other types of content.
In point of fact, the report reveals that external links were absent from over 90% of content that appeared in users’ feeds during this quarter. To put it another way, the vast majority of the content that appears in the feed consists solely of text, images, or video and does not include any links.
#6: Examine Facebook’s most successful posts.
The WVCR provides a wealth of ideas, whether you’re just starting out in content creation or haven’t quite reached your full potential. The 20 feed posts with the most views in the third quarter of 2022 are shown in the report. A few takeaways from the posts, each of which has received more than 30 million views, are as follows:
Give your audience an unexpected piece of information or a fresh perspective on a situation that is already familiar.
-Produce content that makes your audience feel good and encourages positive page engagement.
-To foster a sense of community and encourage followers to give to a cause that matters to your company,
– Provide your audience with content that will astonish and delight them.
#7: Examine the strategies of rivals and popular pages.
Are you seeking examples of some of the aforementioned post ideas or additional content concepts for your page? It might be helpful to look at the most popular Facebook pages.
Look at the WVCR’s most popular pages, such as @totallythebomb, @LADbible, and @placesidratherbe, for inspiration. Keep in mind that while these pages may not have the largest audiences, they did generate the most feed views in the third quarter of 2022.
If the competition has built a larger audience or consistently generates more engagement than your organization’s page, competitive research can also assist with inspiration. You can keep an eye on the content of competing pages by using the benchmarking tool in Business Suite.
#8: When it’s relevant, share trending content.
It is true that Facebook places less emphasis on external links and more on original content. In fact, in Q3, the 20 most popular domains received 1% of all feed content views.
Does this imply that you should completely eliminate link shares from your Facebook content? Necessarily not. On the other hand, you might want to reevaluate the kinds of links you share and look into posting content that is currently trending when it is relevant.
#9: Split-test posts to see which ones perform best.
It’s possible that you won’t have a lot of data to use as you experiment with new types of posts and change your page’s content strategy. But with the A/B Testing tool in Business Suite, you can play around with a variety of options to see which one works best for your audience.
#10: Avoid content that has problems.
You now have a number of options for enhancing your organic Facebook marketing. But knowing what not to do when creating and publishing organic content is just as important.
After all, content that doesn’t meet the platform’s community standards gets lower priority on Meta. As a result, this kind of content is less likely to be seen by followers, and Meta is less likely to recommend it to people who haven’t yet followed your page.
In a nutshell, do not publish posts that:
-Show cosmetic procedures
-Make exaggerated health claims
-Promote deceptive business models
-Include content that third-party fact
-checkers can disprove -Feature unoriginal content
-Depict violence or explicit content
-Encourage the use of regulated products, particularly sales-focused content
-Demonstrate deceptive business models
-Include content that third-party fact
-checkers can disprove
Meta may also deprioritize content that Avoid posting clickbait and low-quality landing pages, as well as giveaways and contests that do not adhere to Meta guidelines, as engagement bait.