[SMK] Social Media Knowledge


Meta Outlines How To Maximise Facebook Organic Reach

Social media managers rejoice! Meta has shared an overview of how you can maximise reach on Facebook and boost organic exposure via News Feed distribution.

In the first of a three-part series, Meta says it will help users “better understand the fundamentals of getting your content seen on Facebook”, which sounds pretty good to us.

There are basically three cheats that marketers should be aware of to help grow accounts, reach more people and engage with their followers.

But first…

It shouldn’t need to be said, but Meta has said it anyway. You need a Facebook account to take advantage of these tips. I know, I’m as shocked as you.

Once you’re signed up for FB, make sure you’re using the most up-to-date Creator tool – which includes the New Page Experience. 

Meta For Creators

“(New Page Experience) will give you the tools, insights and tips you need to help grow as a Creator and continue to get updated with additional features over time.”

Get set up properly

You may not be familiar with the New Page Experience. If that’s you, don’t stress. We’re going to tell you what is it and how you set it up.

In a nutshell, it’s a new way for you to manage your brand on Facebook. It’s designed to make it easier for you to build your business, grow an audience and connect with them. When you update your classic page to the new experience, you’ll see:

  • A redesigned layout that’s easier to use.
  • Easier ways to switch between an individual profile and a Page.
  • Seamless interactions with other public accounts and pages.
  • Better insights and more relevant notifications.
  • Updated Page management tools.

If you already have a page, it’s easy to switch to the new experience. If you’re on mobile, simply open the Page you want to convert, tap the … menu and then hit settings. Tap New Page experience. Tap Get started. Tap Next.

Eligible computer users will see a notification introducing new Pages. Click learn more. Click get started. Click next. Click update and use page now. 

It’s that easy!

Get yourself a professional profile

Creators who want to make the most of new pages will need a professional profile. Meta says it will allow creators to “unlock revenue opportunities and gain access to tools to help grow their audience.”

Meta for Creators

“Notably, one of the first monetisation options available with professional mode for profiles will be the Reels Play bonus programme, which allows eligible creators to earn up to USD 35,000 a month based on the views of their qualifying reels.”

Turn it on following these steps:

  1. In the Facebook app, click on the profile icon at the top left of your page to open it up.
  2. Go to your profile page.
  3. Click on the three dots near edit profile.
  4. Scroll down and tap turn on professional mode.

Here comes the good bit

So, now that’s out the way it’s time to talk about how to get more of your content seen on Facebook. FB picks who sees what content via a process called ‘distribution’, which means it matches users with content they find engaging.

Distribution is done in four ways: What posts are available for users to see, who might like the content, how likely people are to engage with a post based on a variety of signals and how interested an audience will be in the post.

What is “connected” and “unconnected” distribution?

Once those indicators have been taken into account, Facebook then splits into two ways it can be seen. These are called ‘connected’ and ‘unconnected’ distributions.

Connected distribution is posts seen by your followers and will make up your core audience.

Unconnected distribution is posts seen by people who don’t follow you and can come via users sharing your posts or from FB’s recommendations.

Back in the day, Facebook was all about connected distribution but things have changed and unconnected distribution is more important as Facebook wants accounts to reach a wider audience than was previously possible.

How to optimise content to maximise “unconnected” distribution

To optimise content to maximise unconnected distribution, follow these three points:

  1. Make original content. Facebook says creators do best when posting original content that contains their unique voice and brings something different to Facebook. 
  2. Optimise your content for shares. That means to make stuff designed to be shared – spark dialogue, discussion and reactions but do it respectfully.
  3. Get recommended by Facebook. The more you follow FB’s integrity rules, the more likely you are to be recommended by them.

What are recommendations on Facebook and how do they work?

Recommendations are more important than ever before. Facebook is going full-steam ahead with making personalised recommendations to people to help them discover new content – basically a copy of TikTok’s For You Page.

So, to help you go viral and build an audience, you want your content to be recommended. To increase the chance of your content being recommended, make sure to follow the Recommendations Guidelines.

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