Instagram, Facebook & Co: Best Practices for Unpaid Reach (Part 1)

Instagram, Facebook & Co. – Everybody talks about it, but only a few of them really face up to the functionality of these social platforms. YES – here is an algorithm at work that you can use (if you know how). In this article we would like to explain how the algorithms work. Of course without mathematical formulas, but much more with my Best Practices!


Facebook: Did you know that

  • you only have 2.5 seconds of attention per post in the newsfeed? Mobile it is even only 1.7 seconds. That means for you: In less than 3 seconds you have to stand out and make yourself interesting.

  • that Facebook has 32 million active users, of whom 30% find new B2C products on Facebook?

  • that the target group on Facebook ages along? Yes, that’s right! The 16 year olds from 10 years ago are now all 26 etc. – this means for you: The audience on Facebook tends to get older and older, because today’s 16 year olds don’t register at all anymore.

  • that Facebook is also an interesting platform for B2B? Here we read blog posts and news every day – so why not get to know new software products that are interesting for our business? We all use social media privately and not ONLY for social purposes.

  • that Facebook has 32 million active users, of whom 30% find new B2C products on Facebook?


Our top 5 tips for more unpaid coverage.

Mark Zuckerberg has already repeated it several times: Nothing beats “MEANINGFUL RELATIONSHIPS”. In recent years, this term has been increasingly coined by Facebook and included in its newsfeed algorithm. While a few years ago Likes were still strong indicators for meaningful relationships, since 2018 the demands have risen again significantly. From now on the following rules apply:


1. Commenting & sharing becomes even more important.

Likes are hardly considered important anymore. Instead, Facebook pays more attention to the comment & sub-function AND even more important are the reactions to comments and shared content.

  • Are there any answers to the comments?
    Does the person interact with shared content?

That means for you: Ask more questions. Involve your user in your communication! What do they want? What do they think about a current topic? How do you rate your product? To finalise it: Each Publicity is good Publicity.


2. interaction as a measure of relevance to a page.

True to the motto “Once is doesn´t count”, Facebook pays attention to the frequency of interaction with a page. Contributions to a page are only displayed prominently in your newsfeed if a regular interaction can be identified. Facebook therefore concludes that the topics covered are highly relevant to you.

That means for you: Create less promotion and more added value. A mature content marketing strategy is the key. Investigate your target audience and identify the topics that trigger the most interaction and are most relevant. Make sure that you regularly address these topics and invite users to interact.


3. place more importance to reactions.

Reactions instead of Likes: Sounds like crazy but that’s how it is! Because… to give a reaction to a post costs you a few seconds more than a simple Like. From this, Facebook concludes that the post/the topic is important enough for you to take this extra time.

This means for you: Generate posts that ask your users to use reactions. You can do this, for example, by voting via reactions or by clearly taking a stand on a current topic. Courage for opinion is THE trend for companies in 2019 and also gives you a good Facebook score.


4. Fourth, Youtube videos will be punished.

The old story again – Facebook vs. Google. The competition of the two superpowers is also noticeable in the Facebook algorithm. For example, direct video uploads have a much higher reach than inserted Youtube links.

That means for you: Separate your Youtube Channel from the Facebook Channel! All videos should be inserted here as a direct upload. However, you can always simply place a link to the Youtube Channel in your post.

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