Make it live
Facebook’s latest algorithm prioritizes live video specifically. It is estimated that live videos typically get six times as many interactions compared to non-live posts. It is essential to understand this to maximise your efforts in delivering a channel mix.
Around half of live video is found via the news feed. It also offers massive scope for viral reposting. In the near future, innovations such as 360 degree video will serve to emphasize the importance of this.
Go for engagement
Due to years of complaints from users, Facebook now is pushing more personal content, stuff from family and friends, to people’s feeds. This was in response to Facebook’s decline through it evolving into a pointless stream of marketing messages which resulted in it losing users.
This type of content always delivers better engagement due to strong relevance, as an antithesis to fake news and spammy clickbait. So always focus on asking questions and looking for engagement.
Don’t forget paid media, part of PESO
Paid media still has some effective relevance. One thing to note is that if you’re boosting live, you need to ensure that there is enough time for results before the post “dies.”
Facebook has also introduced Live Broadcast, so if you plan to use it, let people know in advance so they are aware and are ready and waiting.
Remember always that organic engagement is the top priority as it draws the best placement via the algorithm. One of Facebook’s (few) key strengths is that it offers a high level of “targetization”.
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