we dramatically changed our Facebook posting strategy.
A gradual, but noticeable shift in many social media algorithms and an influx of brand advertising on Facebook meant that it was important for us to either start experimenting or we’d continue to see a decline in organic reach and engagement.
Getting your content seen on Facebook is no small task. Especially when you consider all the content shared to Facebook every 20 minutes:
1 million links are shared4.86 million photos are uploaded763,888 status updates are sent out
We needed to make a change.
We cut our posting frequency by more than 50% on Facebook and began to truly focus on quality over quantity. What happened next, even the most optimistic social media manager couldn’t have expected:
Our Facebook reach and engagement began to increase even though we were posting less!
Here are some of the headline stats:
Reach has more than tripled from 44,000 to 150,000+ people per week on FacebookAverage daily engagements with our Facebook content has risen from ~500 to more than 1,000More and more of our posts are reaching between 5,000-20,000 people (before we made the change, many of our posts were reaching less than 2,000 people)
I’m super excited to share the data behind this growth with you and take you behind the scenes of our latest Facebook posting strategy.
Let’s dive in!
Data: How posting less increased our reach, engagement, and impact
Posts per day
Most of last year (Jan-Oct 2016), we were posting a lot to social media, especially on Facebook. A quick sift through our data shows that we were sharing more than 125 posts across our social media channels (25-40 posts to Facebook alone) on a weekly basis.
Part of our thinking was that we could adapt to the ever-changing social media algorithms by simply posting more. It makes sense, right? Theoretically, the more we post, the more that our reach would add up over the course of a week, month, and even the year.
But, what actually happened was quite the opposite. The more we posted to Facebook the less reach we received on each one of our posts.
Why we stopped posting everything to Facebook
Not every post is the right fit for Facebook
As many social media managers know, it’s a consistent challenge to send out lots of quality content to Facebook every single week. There’s the creation process, the copywriting and scheduling, the monitoring, the engagement with your community – the list goes on and on.
Yet intuition tells us that the more we post the more engagement and reach we’ll get. It makes total sense (at least we thought it did!).
Our current Facebook posting strategy
The big change to our strategy all started with the counter-intuitive realization that:
“Even though our content may be quality (and awesome), not every post is right for Facebook.”
This was quite tough as I wanted to share all of the great things that our team was writing on our blogs. It all deserved to be shared with our community, but it was becoming clear that it was affecting our content across the board. So I established a quick rule-of-thumb question to help decide what I should post to Facebook:
Entertainment + Educational = Edu-tainment