With the rise of other social media platforms like Tik Tok, Twitch, Snapchat, and the likes, you may believe Facebook has become less irrelevant to your marketing efforts. But that couldn’t be further from the truth.
The numbers back it up: Facebook continues to reign as the social media king, with 2.96 billion active users in 2023. In other words, nearly two out of every three social media users in the world are active Facebook users.
So, how do you leverage this platform? What can you do to gain more traction on Facebook this year?
We’ve curated a list of four tips and tricks to help your business succeed on Facebook in 2023. So, if you’re ready to up your Facebook game, keep reading.
1. Understand the News Feed algorithm
You’ve probably heard the word “algorithm” and how it relates to social media content ranking. Marketers pay attention to social media algorithms because they can impact their social media strategies. We’re not advocating that you focus solely on algorithms. However, understanding how they work can help you optimize your content.
Facebook’s algorithm ranks content across the platform. Every time someone checks Facebook, it determines what content they’ll see and in what order. As per Facebook, this is termed “personalized ranking.”
The Facebook algorithm evaluates each post, ad, Story, and Reel. For each user, it scores content and then arranges it in descending, non-chronological order of interest. Every time a user refreshes their feed, this process occurs.
As of 2023, Facebook uses three main ranking signals to determine which content is most relevant to a particular user:
- Who posted it: Most of the time, you’ll likely see content from people you interact with, including friends and businesses.
- Type of content: You’ll see more videos if you often interact with video. The more you engage with photos, the more photos you’ll see. You get the picture.
- Interactions with the post: Posts with a lot of engagement, especially from people you interact with often, will be given priority by the algorithm.
These main signals determine the ranking of each post in your feed. Users like Amir Handjani understand this, so he posts content that’s interesting, engaging, and relevant to his audience.
2. Focus on User-Generated Content (UGC)
User-generated content refers to content created by users. It includes posts, comments, photos, videos, GIFs and reviews.
Brands make the mistake of containing themselves within boxes. Your audience will tune out after a while if you only post about your own brand and product.
Incorporating UGC into your Facebook strategy can increase engagement rates and build brand authenticity. To leverage UGC effectively on Facebook in 2023, encourage your followers to share their experiences using your products or services. Encourage them to share posts that reflect positively on your brand.
Another way to use UGC is by creating contests or challenges encouraging users to create original content related to your brand or product.
UGC video content is 2.4 times more likely to be viewed as authentic than branded content, so UGC should be integrated into your Facebook marketing efforts.
3. Optimize Your Posting Schedule
Optimizing your posting schedule is essential for enhancing your Facebook marketing campaign. Understanding when your target audience is most active on the platform can significantly increase your posts’ reach and engagement.
Utilize Facebook Insights to determine your audience’s peak activity times. Once you have this information, schedule your posts accordingly.
Facebook marketing also requires burstiness. Rather than posting multiple times daily, focus on posting high-quality content in bursts. This approach can increase the visibility of your posts and keep your audience engaged without overwhelming them with too much content.
4. Analyze Your Facebook Page Performance
Regularly review the analytics provided by Facebook Insights to gain insights into your audience’s behavior, the performance of your content, and areas for improvement.
This will give you data on post reach, engagement rates, and follower demographics. Use this information to see which types of content resonate with your audience and adjust accordingly. You can also run A/B tests to see how different approaches impact your metrics.
Keeping up-to-date on the latest features and trends on Facebook will also help you make the most of it in 2023. For example, consider incorporating video content into your strategy or experimenting with new ad formats like Stories ads.
Facebook is still a relevant platform for marketing efforts. By focusing on user-generated content, posting high-quality content in bursts, analyzing your Facebook page performance, and staying up-to-date on the latest features and trends, you can effectively use Facebook to reach and engage your audience.
Don’t underestimate the power of this social media giant in 2023 and beyond.