Facebook Advertising Services

Social media management has a tricky side. Although it seems to be quite easy to manage, when you go into detail, there are dozens of different factors that you need to pay attention to.

There is a common misconception when producing content for Facebook, which is the first place that comes to mind when it comes to social media. While producing content for your brand on Facebook, the main purpose of the content is not to convey your brand's message. Your main goal is to make money, as in every marketing channel. The monetization tactic offered by social networks is to increase the awareness of your brand. In order to increase the awareness of your brand, it is not necessary to share too much content, but your content should reach a lot of people. So how does Facebook show your content to large audiences? That's our key question.

Facebook Doesn't Show Your Content to Everyone Who Likes Your Page

It doesn't show the content you've shared to anyone who likes your Facebook page. It only shows your content to an audience between 2% and 10% of the audience that likes your page. Although the basic working principle of this algorithm is based on 200 different factors, basically 3 different criteria are taken into consideration. The date the content was posted, how much engagement the content received, and whether that user had interacted with any content of the page before. So, we call these 3 factors time, weight and affinity score. If your content is successful in all of these 3 factors, Facebook will show your content to the majority of the audience that likes your page. If you are not successful, try as much as you want, very few people will see your content. Especially the situation of the pages with a high number of page likes is not encouraging at this point. Although the page has two million likes, only 20 people liked his last post. The biggest problem of such a page is that its content cannot be liked by the audience that likes its page. If your content is not liked, you become invisible.

Getting Your Content to More People Should Be Your Main Goal

The main point you should pay attention to while preparing your content should be to reach more people. You should first consider whether your audience will like it, not how compatible the message you will give in your content is with the brand. This may seem silly at first glance, but let's exemplify it this way. You have a page with 100,000 likes. You shared a boring content that completely reflects your brand's image and contains your message. Only 2000 people will see this content. Only 2000 people will have seen the image you have worked on for hours and given dozens of revisions. It's also unclear how many of these 2,000 people actually saw it. Was it worth your effort? I don't think it did.

What happens when you focus on interaction rather than reflecting your brand's message? People start to like and share the content of your page, which has 100 thousand likes, and you reach an audience of 20-30 thousand people. At this point, let's go back to the concept of affinity score. The higher your affinity score for your page, the more your content will be shown to different people and you will be able to reach larger audiences. In other words, if we want to show our brand's New Year's campaign to many people, we share content that will receive high interaction just before the campaign content, but that is not closely related to the brand. Our score is rising, people from different audiences are interacting with us. When these interaction rates are hot, we enter our campaign content and our content can reach 10% instead of 2%

Keyword in content management: Stability
Stable content sharing is very important if you want to ensure that your EdgeRank, which is Facebook's main streaming algorithm, is high and that what you share reaches more people. You can be happy when there is a post that you get thousands of likes, but if there are no new posts at the end of a week, your rising EdgeRank value will start to decrease gradually.