If you’ve been finding that your content is just not generating the reach you hoped it would on Facebook, chances are something’s not quite right. But where do you start with diagnosing why you’re struggling to connect with more fans?
Meta has recently published a new overview of how you can maximise your reach on Facebook, and as a result – connect with more potential fans. Needling through this guide is a great way to reshape your content strategy for the better.
Before we look at the tips offered by Meta, let’s take a look at what distribution is and Facebook’s process on how they match users with content.
How Facebook matches users with content
In a nutshell, distribution is the Facebook process of matching users with content that they find entertaining, informative, and engaging. Facebook accomplish this by asking four simple questions:
- What content has been posted?
- Who might like this content?
- How likely are people to engage with the post?
- How interested will the audience be in this post?
Facebook cross references content against these questions for every piece of content, for each user, each time they open Facebook.
Connected distribution vs. unconnected distribution
There are two main ways that your content can be seen on Facebook:
Connected distribution: Posts are seen by people who follow you on Facebook; this is your core audience.
Unconnected distribution: Posts are seen by people who don’t follow you, but may be interested in the content that you share. This distribution type can come about from other users sharing and resharing your posts from Facebook’s recommendations.
3 tips to reach a wider audience
And now, the part you’ve been waiting for. Here’s Facebook’s tips on how you can optimise your content to reach a much wider audience and tap into that unconnected distribution sphere.
#1: Create original content
According to Facebook, you receive the greatest distribution when you primarily post content that is filmed or created or yourself. Original content is content that contains your unique voice and demonstrates your unique perspective.
#2: Optimise for shares
Create content that other people want to share. Facebook says that this kind of content can spark meaningful dialogue and respectful discussion.
#3: Get recommended
Last but not least, Facebook recommends that you ensure your content complies with its integrity rules and guidelines for recommended content.
