Facebook Content Strategy – A Guide for Content Creators

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Key Takeaways

  • Facebook’s Content Distribution Algorithm involves inventory, signals, predictions, and a relevancy score to determine what appears in your audience’s feed.
  • Page followers and organic growth are crucial for post reach and visibility on Facebook, while engagement baiting is discouraged.
  • Facebook prioritizes authentic and accurate content in its feed, aiming to reduce misleading or sensational posts.
  • Consistent publishing on Facebook is essential for maintaining audience engagement and increasing post visibility in users’ feeds.

Facebook’s Content Distribution Algorithm

Facebook has laid out a complete overview of how its algorithm works on its ‘How Facebook Distributes Content’ page. When you use Facebook, their algorithm follows 4 steps to determine the most relevant content for your audience. These steps help Facebook decide what to show on your audience’s feed and how relevant it will be.

  • Inventory: The inventory includes posts from friends and pages you follow, and the content you see depends on the Facebook surface (Facebook Feed, Video, etc.) you’re using, which mainly shows content from your connections.
  • Signals: Signals are all about who posted the story, when it was posted, at what time it was posted, etc. Facebook uses hundreds of thousands of signals to determine which post to show to which person.
  • Predictions: After analyzing signals, Facebook will try to predict the likelihood of your audience engaging with the post. Commenting, reading a story, watching a video, or finding a story informative are all parts of content engagement. Facebook checks, for example, the following likelihoods:
    • Likelihood to click.
    • Likelihood to spend time with this post.
    • Likelihood to like, comment, and share.
    • The likelihood that you’ll find this informative.
    • The likelihood that this is clickbait.
    • The likelihood that this links to a low-quality webpage.
  • Score: After analyzing inventory, signals, and predictions, the Facebook algorithm develops a relevancy score. Score that represents your audience’s interest in your content.

Page Followers

Facebook has mentioned in their Meta Business Articles that people who like your Page on Facebook may increase your posts’ reach and audience.

They’ve also mentioned that friends and family come first and that they want to showcase your content to people who have shown interest in your content previously.

When someone likes your page, they automatically follow it.

The social media giant has created an algorithm to specifically detect engagement baiting, which means that you should get page followers organically and without using baiting tactics such as:

  • React baiting: Asking people to react to the post (including like, love, care, haha, wow, sad, and angry).
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis).
  • Share baiting: Asking people to share the post with their friends.
  • Tag baiting: Asking people to tag their friends.
  • Vote baiting: Asking people to vote using reactions, comments, sharing, or other means of representing a vote.

Facebook Feed

Facebook has mentioned in their Feed Values that friends and family come first. After family and friends, the #2 priority for people who come to Facebook is to get information and to be entertained.

Facebook’s top priority is to keep you connected to the people, places, and things you want to be connected to. This means that to get your posts viewed on Facebook, you need to get page likes and page followers.

  • Informational feed: Your feed should provide valuable information. People want meaningful stories, which can vary widely from current events to celebrity news, local updates, or recipes. Facebook strives to understand users’ personal interests so they can prioritize such stories in their feeds.
  • Entertaining feed: Some people find their feeds entertaining, whether it’s following celebrities, watching Live videos, or sharing funny photos with friends. Facebook feed also aims to anticipate and deliver posts that entertain users.

Authentic and Accurate Content

For your content to surface on Facebook’s feed, it must be authentic. People want reliable content on Facebook, so the platform prioritizes authentic posts in the Facebook Feed. Facebook also aims to reduce the visibility of misleading or sensational content (source). You should prioritize accuracy and authenticity.

Things to avoid:

  • Clickbait titles
  • Engagement baiting
  • Watchbaiting
  • Links to low-quality web experiences
  • Low-quality videos
  • Misleading content
  • Misleading through deceptive actions
  • Creating fake accounts and conducting inauthentic sharing

Publishing Schedule

According to statistics, the estimated time people spend on Facebook is 35 minutes (source). From those 35 minutes, most people visit Facebook at 9 A.M, 1 P.M., and 3 P.M (CST – Central Standard Time) (source).

While these are seen statistically the time slots people use Facebook, if everyone is posting at the same time, the competition for visibility is extremely high.

Create a publishing schedule that makes sense for you and your business, and maybe even avoid the most popular times to post on Facebook (as everyone is probably doing that already).

Publish Consistently

Consistent publishing on Facebook is vital for content creators to maintain audience engagement and relevance. Regular posts keep your followers interested, helping build a loyal audience and ensuring your content remains visible in their feeds.

Consistent publishing also encourages people to like your Facebook page, which can increase your post’s reach and audience.

When people know you publish quality content consistently to their home feed, they are more likely to follow you for more.

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Okuha

Digital Artist

I’m a digital artist who is passionate about anime and manga art. My true artist journey pretty much started with CTRL+Z. When I experienced that and the limitless color choices and the number of tools I could use with art software, I was sold. Drawing digital anime art is the thing that makes me happy among eating cheeseburgers in between veggie meals.

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