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How to Hack Facebook's Algorithm in 2018

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Facebook’s latest algorithm changes have sparked concern for brand and Facebook page managers – many of whom fear that their organic reach will plummet thanks to a new prioritization of interactions with family and friends. In this presentation, Carlos Gil (formerly of LinkedIn and BMC Software) will provide you a detailed look into the update and share proactive steps you can immediately use to not only survive but thrive on Facebook in 2018.

Veröffentlicht in: Soziale Medien
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How to Hack Facebook's Algorithm in 2018

  1. 1. ABOUT CARLOS GIL
  2. 2. POLL: WHO WOKE UP THIS MORNING AND CHECKED FACEBOOK TO SEE WHAT THEIR ALL-TIME FAVORITE BRAND POSTED?
  3. 3. THIS IS YOUR AUDIENCE ON FACEBOOK Less than 1% of brand page fans are seeing your content.
  4. 4. NOBODY CARES ABOUT YOUR LATEST SALE
  5. 5. GO WHERE YOUR AUDIENCE IS
  6. 6. MARKETING IS LIKE TINDER AND FINDING YOUR MATCH
  7. 7. How the Facebook algorithm really works: • Content from friends, family, and groups are prioritized • Facebook is a business and wants your advertising budget • “Engagement bait” posts (ex: Comment below, ‘Like’ this post, etc.) are penalized • Facebook will prioritize content that keeps users on Facebook and penalize brands that try to drive users elsewhere
  8. 8. Types of content which Facebook prefers: • Native video content uploads which are short and catchy. Avg watch time :16 to :23 (source: Delmondo) • Live video content (ex: how-to videos, conference keynotes, exclusive interviews) • Posts which ignite conversation • Posts with lots of ‘Likes’, comments, and shares
  9. 9. Types of content Facebook doesn’t ‘Like’ • Overly promotional • Click bait or ‘Fake news’ • Linking out to your website or 3rd party video • Long form text-based content posts • Excessively tagging others is viewed as SPAM
  10. 10. Tips to growth hack the Facebook algorithm: • Respond to ALL comments, reviews, etc. in a timely fashion to keep that post ranked high in the newsfeed for the first 24 hours • Go back and comment on OLD posts to trick Facebook into thinking your post is relevant once again • For every native video upload on your brand page, ‘boost’ with as little as $10 targeting anyone that’s seen at least :10 of a video on your page within the last 6 months
  11. 11. Tips to growth hack the Facebook algorithm: • With Facebook ads, distribute your ads to 3rd party partners for greater reach outside of Facebook • Build custom ad audiences (ex: email/CRM lists, interest-based, followers of competitors) and use small ad budgets over a short 48-hour period to drive initial engagement • Post short text-based updates whereby the text appears larger in order to stand out in the newsfeed
  12. 12. How to go outside of the Facebook box • Do a weekly Facebook Live show which you can schedule ahead of time and promote to keep interest around your page in between broadcasts • Create a group for your followers and fans where you share exclusive content (ex: Social Media Masterminds group – join it!) • Invite your ‘super fans’ to a private Messenger group where you can share with them relevant Facebook updates in real-time (aka “a pod”)
  13. 13. How to go outside of the Facebook box • Add captions to all of your videos for added SEO value and increase watch times • Set up a Messenger bot to autoreply to your page fans and also share previous posts for added engagement
  14. 14. Key takeaways • Have a strategy: Who are you trying to reach and why? • Schedule and promote Facebook Live content prior to broadcasting • Create a private, VIP Facebook group for your most engaged fans • Stay away from click or engagement bait posts (i.e. ’Like’ this post, etc.) • Keep users on Facebook vs. sending to your website
  15. 15. YOU CAN’T BUILD A MANSION ON RENTED LAND
  16. 16. THANK YOU! EVERY BRAND MUST BE MORE LIKE DJ KHALED AND LESS A “BRAND”
  17. 17. carlos@gilmedia.co www.gilmedia.co youtube.com/carlosgiltv
  18. 18. THANK YOU!

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