Real Estate Marketing with Norm
  • Home
  • Marketing Tips
  • Podcast
  • Services
Picture

Cracking the Facebook code: understanding the social network's algorithm will help your content be seen.

8/5/2018

0 Comments

 
Picture
​If you’re a Realtor or mortgage lender, you’re probably active on Facebook as a way to connect and engage with potential clients. It’s definitely a vital platform for marketing, with more than a billion Facebook users in the world and 128 million active users every day in the United States. But you also have some stiff competition, with 18 million business pages on Facebook – many of them belonging to other real estate agents and loan officers – not to mention people doing business via their personal profiles. 
 
Just getting the attention of your Facebook friends and followers is half the battle, with the average user seeing about 1,500 stories and pieces of content showing up on their News Feed with every visit.
 
So, how can ensure that the content you post is reaching the greatest number of users? 
 
It’s important to understand how (and why) Facebook content appears on a user’s timeline. In fact, each social media platform has its own algorithm for determining the placement and relevance (and, therefore, exposure) of your posts and content. And no algorithm is more complex than Facebook’s, with more than 100,000 factors that play into how each and every photo, post, or update ranks with other users. 
 
While it would be impossible to evaluate them all, we do know that posts are given preference based on how other users react to them in certain ways. 
 
Facebook’s algorithm has also undergone recent changes, moving on from a system called Edge Rank that followed a (slightly) simpler formula.
 
Edge Rank gave prevalence to content according to: 


  • Affinity: the closeness of the relationship between the person (or page) that posted the content and the viewer.
 
  • Weight: the more Facebook users who viewed, liked, commented, and shared the content, the higher it would rank.
 
  • Decay: recent and current content was given more weight in their algorithm than older posts.
 
Posts in your Facebook News Feed will also rank based on:


  1. With your friends and family first.
  2. Informational posts
  3. Posts that entertain.
 
Furthermore, posts are weighted according to these factors:
 
-Average time spent on content.
Websites rank much higher on Google when viewers spend more time on them, as the search engine algorithm deems them more useful and helpful to users. The same is true with Facebook, which rates a post by the average amount of time a user spends viewing or engaging with the post. (For instance, a video post will rank higher if the average user watches the whole thing instead of clicking away in the first few seconds.) 
 
-When it’s posted.
Posts that go live at peak times (when more users are online and using Facebook) receive more weight. So, posting in the middle of the night may mean you have less competition for your viewers’ attention, but it will also rank worse with Facebook’s algorithm.
 
Type of content.

Facebook assigns a different value to various forms of content. For instance, we know that live video gets priority with their algorithm, followed by video, then posts with photos, posts with links, and, finally, all text. Furthermore, Facebook gives credence to those who post a variety of content, mixing it up and not posting the same form all the time.
 
The completeness of your page profile.
If we’re talking about a business page (not your personal account), the more fields you fill out and the more complete it is, the higher your content will rank. That makes sense as it signals to Facebook that your business is legitimate, and you’ve invested more effort and care into your page.
 
How informative the post is.
Facebook’s algorithm underwent some significant changes in 2016 and again in 2018, revamping how it perceives informational posts. But what still holds true is that useful, informative, and factual (hopefully!) posts show up higher on other users’ timelines.
 
Clicking on ads.
Facebook's algorithm for how ads show up in your timeline is totally different than how organic content appears, but the latter is somewhat influenced by the former. So, if you click on an ad for fishing rods and a friend posts a photo and story about their day at the lake fishing, it will more likely show up higher on your timeline.
 
Your device and even Wi-Fi speed.
I didn't know this, but Facebook actually gauges what device you're using and takes into consideration the strength of your Wi-Fi signal! They do that because certain content (like high-res live video) requires a strong internet signal and also may not be playable on older smartphones or mobile devices.
 
Last Actor & Story Bumping.
Facebook recently rolled out two innovations. Last Actor measures your last 50 Facebook interactions and uses that as a guide for what to show on your feed next. Meanwhile, Story Bumping actually gives older posts a chance to reappear in News Feeds when they get new likes, comments, and other interaction.
 
***
Need more help with Facebook and the rest of your marketing? Hit me up! Info@REMnorm.com



0 Comments



Leave a Reply.

    Categories

    All
    Best Practices
    Best Real Estate Marketing
    Business Development
    Chatbots
    Communication
    Digital Marketing
    Email Campaigns
    Email Marketing
    Facebook
    Get Local
    Giveaways
    Google
    Inspiration
    Instagram
    Interpersonal
    Interview
    Lead Generation
    Linkedin
    Marketing Automation
    Marketing-hacks
    Marketing-hacks
    Marketing Of The Future
    Marketing Strategies
    Media
    Mentors
    Mortgage Marketing 2020
    Objection Handling
    Podcast
    Profiles
    Prospecting
    Publishing
    Real Estate Industry Marketing
    Real Estate Marketing
    Realtor Advice
    ROI
    Sales
    Sales Funnel
    Scripts
    Search Engines
    Secret Weapon
    Social Media
    Tom Ferry
    Video
    Video Marketing
    Write A Book
    YouTube

    RSS Feed

    Archives

    December 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    October 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    February 2018
    January 2018
    December 2017

Get in touch:

View our Privacy Policy.
Picture
  • Home
  • Marketing Tips
  • Podcast
  • Services