How the Facebook algorithm works?

The Facebook algorithm works by aggregating information regarding what a given Facebook user likes and dislikes and giving it a score using AI. The algorithm rewards high user engagement, which could come from the enjoyment of your post or from outrage.

The only way to beat the algorithm is to closely monitor your specific audience and learn from what they respond strongly to, then compound on it.

To beat the Facebook algorithm you have to know your audience well; what they enjoy seeing, or really dislike seeing (but simply must give their opinion on), the words they use, and the sources they like to get their info from (like individuals, celebrities, or news outlets). To constantly optimize for the Facebook algorithm and get better engagement tests and adapt aspects of your content.

How to make more engaging posts on Facebook (what to test):

• Post topic (what are they really interested in now?)
• What image do they react too? (men vs women, people vs animals, love vs violence, etc.)
• What tone of voice they react to? (personal vs formal, enthusiastic vs layed back, positive vs negative, etc.)
• What media type they react to? (video, images, text, a mix)
• Posting time (when are your audience most engaged? is it before work, during, or after? is it on the weekend?)
• Post length, in terms of time spent (30 seconds, 2 minutes, 15 minutes?)

If you find the sweet spot in any of these aspects of your post, then you will be able to post content, pictures, videos, and stories that are truly relevant, meaningful, and important to YOUR audience.

What users engage with ultimately drives the Facebook algorithm “decision” to give your posts and stories high visibility or to bury them under the endless flood of social media cacophony.

Facebook gathers an insane amount of data on their users to feed their AI, so it could make predictions as to what content each user would like in the future based on what they liked in the past. Facebook even conducts surveys to gathers more qualitative information directly from their users say.

How the Facebook newsfeed algorithm works:

To be successful with your Facebook marketing, you can leverage Facebook’s immensely powerful predictive engine to send different versions of your content out into the “Facebook wilderness” and see which of them performs better.

To get more people to engage with your posts you have to try different approaches and do more of what works. This post will give you the arsenal you need to create the best possible posts and make the Facebook algorithm work for you.

Below are 5 battle-tested ways to feed the Facebook algorithm what it wants so it rewards you with more views, more followers, and more leads.

The post How the Facebook algorithm works and how to beat it (with a bit of work) appeared first on WiseStamp.

In this article, you will find all you need to know about creating a brand page on Facebook and therefore greatly improving your Social media marketing efforts. In addition, there are a few tips littered around the article, along with a few points on making your first social media posts. The instructions below will take you step-by-step through the branding page creation process.

Step 1 – Choose page type

The first thing you’ll need to do is go to the following link to start the process of adding your business page to Facebook.

When you arrive on the page, select one of the 6 choices:

1. Local business or place
2. Company, organization or institution
3. Brand or product
4. Artist, band or public figure
5. Entertainment
6. Cause or community

The choice you pick will govern what type of page you are allowed to create. It will also govern the way that Facebook will handle your page and the traffic it sends to your page. You can change your category at a later date if you wish.

Should you choose a business or brand?

If you have a local address and you are expecting a footfall, then choose a business because it comes with a map on the main page. If you sell products or services over the Internet, then pick Brand because it puts little emphasis on the location of your business and puts more emphasis on social sharing.

Step 2 – Add brand description

After selecting your category, you can enter a descriptive sentence or two about your brand and enter the URL of your website. If you decide to choose a business category, then you may also add category tags and mention the sorts of things your business sells.

Fill out the “About Your Page” section

You have to enter up to 155 characters to briefly describe what your branding page is all about. Give this description a lot of thought because it will appear at the top of your Facebook brand page. First impressions are sometimes given directly via your “About Your Page” description.

For example, if you write something inappropriate, then that is the first thing that some people will see when they visit your brand page, which may create a wrong or undesirable impression.

How to get the best results for your “About” description:

• Spend a lot of time on your About Your Page description
• Be as concise as possible
• Consider simply adding your brand’s tagline if you have one
• Promote at least one of your brand principles or selling points
• Do not try to cram in several selling points

Step 3 – set up your page URL

Facebook lets you define your page URL slug (the end of the URL after the last slash). Facebook calls this a vanity URL.

For example, if your business is called Fuzzy Socks, your Facebook URL may be facebook.com/fuzzy-socks

Step 4 – Add a brand logo

You may also upload a profile picture. Your profile picture is the picture that will appear whenever you comment while logged in through your Facebook brand page.

It may be a good idea to upload your brand logo as your profile photo. However, if you are looking to improve and extend your influence, then a picture of yourself may be more suitable. You may even like to add a photo of yourself with your logo appearing in the background or in the corner of your profile image.

• Take the time to pick a very good profile picture
• Make sure it accurately represents the brand you are promoting
• Consider adding your logo as your primary profile image
• Try to sneak your logo or tagline into your profile photo
• Make your image at least 180 x 180 pixels

Note: Facebook forces rectangular images into square images

Step 5 – Add a cover image to your brand page

It is finally time to start decorating your brand page in a way that allows your visitors a glimpse at what your brand is all about. Your first job is to create a cover image.

• Try to make the cover image the same size or bigger than 851 x 315 pixels
• Pick an image that represents your brand and its principles
• Try to avoid one product as a cover image unless your brand is known for it
• Remember that your cover image sets the tone for your entire brand page
• Try to center your image to make it mobile-friendly

Take a look at the image above to see where your image will appear and what sizes you need to reach in order to stop the Facebook software from magnifying your image and making it look terrible.

How to get the best results for your cover image:

• Move your image after uploading to be sure it is in the right position
• Use Photoshop, Canva, PicMonkey or BeFunky to create your cover image
• Some Brands routinely swap their cover image for a bit of a change
• You may create different cover images that have different offers
• Give your cover image a description by finding it in your timeline

Make sure your cover image is optimized for mobile devices

Check how your Facebook cover image looks when you try it on a mobile device because it may look a little wrong.

Don’t forget that most people use their phones to access Facebook, so you need to make a good impression of your brand image by validating that it looks just as good on mobile as it does on desktop.

The image comes out as 563 x 315 pixels when it appears on a mobile device, so try to center your image to be sure it doesn’t look silly on a mobile device. You don’t want the corners of your image chopping off, and you don’t want only a portion of your image appearing when people visit you with their mobile devices.

Step 6 – Add collaborators to work on your brand page as a team

Since you are marketing a brand on facebook, you may like to add collaborators to your brand page. You may add an admin person, an editor, a moderator, an advertiser, and an analyst.

Go to the page roles section add in the name of the person on Facebook and assign that person a role. That person’s account will then grant them access to the brand page’s role and all the privileges it allows. You may also add roles by adding in the email address of the associated Facebook account.

Step 7 – Publish your first post

The publication of your first post is the final step for creating your brand page, and it may become a recurring activity on your brand page. Making a post on a brand page is almost identical to making a post on any Facebook profile page. You may add images, links, videos, and text to make your posts more interesting.

A repeated and/or sustained content campaign and/or a lively and dynamic group of commenters on your brand page will help entice other people in and encourage them to return to your brand page.

Strongly consider adding a fair number of images, as they appear to generate 2.3.x more engagement than posts without images. Live video will rank higher and usually on top of people’s news feeds while the live event is occurring, which should encourage you to post live video feeds whenever the highest number of your target audience is using Facebook.

Post things such as special offers, sale information, discount codes, and tips to help people work through their content more easily. People who have brands on YouTube may post videos on Facebook whenever they publish a new video on the Facebook social media network.

Step 8 (Bonus for personal brands) – Connect your brand page to your profile page

Here is where the process becomes a little trickier. The Facebook system is going to ask you to add your new brand page to your main Facebook profile. It will also ask you to set up a new advert for your brand page. These are both fine options, but you can attend to them later.

Clean up your profile page

Filling out your profile is the next thing you should do. Part of the reason is that some people may try to do a little research on the person behind the brand and they may land on your Facebook profile page.

Such people may check out your profile bio to look for trust signals before they feel comfortable buying from you. It is imperative that you add concise, correct, and reassuring information into this section.

Access the “Page Info” function by going to “Settings” and clicking the “Page info”.

Enter your start information and tell people where your company, product, or brand was started or launched. It appears on your history timeline and it appears as an update on your main feed.

Fill in the mission and link description by adding information that further explains your agenda. Some people use it as the overflow for what they would have written on their main brand page description. Adding extra information may help improve your rankings on search engines. You may enter up to 155 characters.

There is another slot to enter your phone number and your email address. In most cases, it is not a great idea to add your phone number and email address into a public forum such as a social media network. However, since you are running a business or managing a brand, you may like to enter your business phone number and email address so that potential customers or associates may contact you.

 The Required Content Of Your Page

The primary aim of your brand page is to educate people on your brand principles. Simply drawing attention, receiving likes, and getting shares is not enough, you have to teach people what your brand stands for and what they can expect when they do business with something, somebody, or a company that is related to that brand.

Promoting your brand page through Facebook advertising

Once you have a brand page set up it could be a good idea to start advertising it to get it out there. If you have a product or service to sell, you want to reach a massive amount of your target audience while keeping costs as low as possible. Luckily, you can find over 900 million daily active consumers on Facebook, which makes Facebook one of the best advertising channels for brands.

Actually, most eCommerce brands receive an average ROI of 152% from Facebook advertising,  and one could only imagine the ROI of the brands doing exceptionally well.

So, ready to get started with Facebook Advertising?

Here are the steps to help you get going and a few expert tips. 

The Foundation

In order to get a good grasp on how to start advertising on Facebook, you must first understand Facebook’s advertising structure.

The Facebook ad platform is broken into 3 levels: campaign, ad set, and ad.

• Campaign: Campaigns contains your objective and the corresponding ad sets and ads.
• Ad set: Ad sets contain your ad(s). Here you will choose your schedule, budget, bidding, targeting and placement.
• Ad: The creative you use makes up an ad.

Pre step: Power Editor vs. Manager

Facebook continues to make their advertising platform as easy to use as possible. There are two ways to start creating your ads on Facebook: Ads Manager and Power Editor. In the past, Facebook’s Power Editor came packed with a few extra features not found in Facebook’s Ads Manager, but recent updates have made the two equal in features. User experience and layout is now the only difference – choose the option that works best for you.

Step 1: Choose a relevant objective

When creating an ad, you must first select an objective. Choosing the right objective is important because Facebook will show your ad to the people most likely to complete your desired objective.

While Facebook has 10 objectives to choose from, only 4 are relevant to selling products on Facebook:

• Clicks to Website: Increase the number of visitors to your site.
• Website Conversion: Send people to your website to take a specific action, like buying your product.
• Page Post Engagement: Get more people to see and engage with your Page posts to increase shares, likes, and comments.
• Page Likes: Build a community of fans by getting more people to like your page.
• Leads: Create a form that will collect info from people without leaving Facebook.

Step 2: Select a budget and ad schedule

Facebook gives you two budgets to choose from: Daily Budget and Lifetime Budget.

Choose a Daily Budget if you would like to set a max budget per day for Facebook to spend. This is helpful to make certain of exactly how much you are spending each day.

Choose a Lifetime Budget if you would like to set a maximum lifetime budget for your campaign and want to let Facebook determine how much to spend each day to be most effective.

Step 3: Define Your Target Audience

With over 900 million daily active users, Facebook makes it entirely too easy to get your product in front of your target audience. While Facebook has a ton of great targeting options, it is imperative that you know how to narrow those options to your ideal potential customer.

Facebook targeting options include:

• Custom Audiences: Email addresses, phone numbers, website visitors, Facebook users IDs or app user IDs you have collected over time.
• Location: Countries, counties/regions, cities, ZIP/postal codes, addresses or Designated Market Areas ® to show or exclude your ad to people in those locations.
• Age: Minimum and maximum age of those who you want to see your ad.
• Gender: Choose whether men, woman, or both will see your ads.
• Connections: People who have a specific kind of connection to your Page, app or event.
• Language: Specific language(s) of your customers
• Interest: People who have a specific kind of connection to your Page, app or event.
• Behavior: People based on purchase behaviors or intents, device usage and more.

Step 4: Create your ad

But first- here are a few things you should be aware of:

• 1200 x 444 is the suggested picture size for Page Like ads.
• 1200 x 628 is the suggested picture size for all other ads.
• Images are graded as OK, Low, Medium, and High. Ads ranked as OK contain the minimum amount of text (perhaps just the company logo) and will receive the highest amount of reach. Those ads with a high volume of text will be graded as High and are unlikely to be displayed at all.)

Get started with your ad with these steps:

1. Go to Ads Manager and click “Create Ad.”
2. Enter URL to promote.
3. Choose the proper conversion pixel that corresponds with the product you are selling.
4. Define who you want to see your ads.
5. Choose to create an ad with an image, video, or multiple images.
6. Enter an actionable and creative headline.
7. Enter text that will let your potential customers know what the ad is about.
8. Choose an optional call-to-action button.
9. Enter a link description, used to emphasize why someone might want to visit your website.
10. Enter in a display link.
11. Place Order

Step 5: Track and analyze results

You should be checking your ads once a day, at the least, especially if you are still a beginner with Facebook ads. Facebook Ads Manager allows you to monitor the results of your Facebook ad campaigns.

Amount spent, reach, cost per click, frequency, and costs per conversion are all metrics you should analyze for opportunities to optimize. Facebook also allows you to break down your results by age, gender, placement, and more. Use this data to optimize your ad sets to the best-performing demographics.

Good sales and good luck!

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