The latest algorithm change to promote more content on Facebook from a user’s friends and family is not great news for business page admins. It means very few of your fans will see your content unless you pay for advertising… or make that content uber-appealing!
How can you spark more engagement on your Facebook business page?
One way is to start posting more videos. Especially live video. The social networking site is making a big push into this arena. The effort is paying off. In fact, Facebook users are spending up to 3x more time watching live video than pre-recorded videos.
[bctt tweet=”Facebook users are spending up to 3x more time watching live video than pre-recorded videos.” username=”gloriarand”]
Facebook is even introducing better analytics to help page admins tailor video content for their fans. The new metrics will let you see information like video views, unique video views, the average duration of the video view and audience retention.
Let Motivation to Share Guide Your Content Ideas
However, before you start creating videos, you should learn WHY people share content on Facebook. Knowing their motivation can help you craft content, posts, images and videos that will get shared. The more your content gets liked, commented and shared, the more visible your page will be to other Facebook users in the news feed.
Digital marketing company Fractl recently conducted a survey of 2,000 people and asked them what they share on Facebook and why. (By sharing content, Fractl refers specifically to sharing third-party content – i.e., clicking the share button on someone else’s third-party Facebook content or posting a link from a website on your wall.)
Facebook Users Share to Entertain
The survey found that almost half of Facebook users (48 percent) shared content to entertain their friends. A slightly smaller group of respondents (17 percent) shared as a way to express the issues they cared about. Other users shared content to evoke an emotional response to provide useful information.
[bctt tweet=”48 percent of Facebook users share content to entertain their friends.” username=”gloriarand”]
You can see more results from the study in the infographic below:
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