Increase engagement on your Facebook Page [2021 algorithm update]

Do you post regularly on your Facebook business page and still see no one engaging with or viewing your content? If you’re wondering why that is the case, Facebook has the answer for you.

Facebook recently released their quarterly transparency report about the types of content people see on Facebook and it holds some data that might hold answers to some of the questions we as business owners have been asking. Frankly, the actual report that was released was a hot mess. You can see the report here. You’ll see that when they highlight the top domains, domains like Twitter and Amazon rank near the top (of course – they’re massive websites!). You can also see the top links shared and once again, they’re mostly irrelevant.

So why keep reading this post? 

The report does shed light (albeit just a little bit) on what content people see on their News Feeds and for business owners, this can be helpful for us to begin forming assumptions from.

It’s worth noting that the posts with the most organic News Feed content viewers represented only a small fraction of all News Feed content views. This is important because it clearly implies that a majority of content is being boosted or sponsored.

Organic News Feed Content Views on Facebook

– Posts from groups and friends account for over 76% of all content viewed in the News Feed.
– 87.1% of content did not include a link to a source outside of Facebook (only 12.9% of content views were on posts that contain links)

Why does this matter?

If you run a Facebook page, chances are you are posting regularly on your Facebook page with links to your website, product catalog, or your donation page. The reality is that the type of content people see on Facebook is not content with a link.

How do you find out what’s working for you?

Facebook does break this down for you! Navigate to your Facebook Page Insights > Click on “posts” and then click “Post types” to see the post types that are working for you!

Facebook Page InsightsIn the case above, reach and average engagement from posts that include links are the worst-performing (by more than 75%!).

What’s next?

You should never overreact to news like this, however, this is a good opportunity to review your content strategy. Chances are, you’re probably overthinking your Facebook content strategy. While this report from Facebook has drawn vocal criticism, it does give us a quick look into content as we’ve never seen before. Here is what we’re doing with this and what we’d recommend you do:

– Nothing drastic is going to change overnight, and nothing needs to, so don’t panic!
– This is a good opportunity to review your content strategy

How often are you posting?
What kind of content are you posting?
Do you know what content is working? What about what isn’t?

– Sit down with your team and build a gameplan for your organic content strategy
– I can’t stress this enough but keep testing! Test posting just photos, just videos, photos with links, just links.

The more you’re testing, the more you’ll understand what works for your audience, and the more you can adapt your strategy to be more specific.

Ultimately, the reality that is clear with this most recent report, if you want to reach more of your audience, you’re going to have to pay. While it’s also important to ensure your organic strategy is updated regularly, and that you’re constantly testing, you’ll start to see success when both your organic and paid strategies work together.

Kyle Harms is the  CEO of Digital Hot Sauce. Connect with him on LinkedIn and Twitter at @kylejharms.

Kyle Harms
[email protected]