Posted On 18 Nov 2021
Venetia Hillary

So what’s the secret to gaming the Facebook algorithm? Well, there’s one simple answer. Engagement, engagement, and more engagement. You see, Facebook’s aim is to deliver relevant content to its users! This way, they’ll stay on the app longer and log on more often. That’s because they’re consuming content that they’re interested in and enjoy.

But how does Facebook know when content is relevant, engaging, and interesting? The answer: likes, shares, and comments. Together, these drive the Facebook algorithm. Of course, other factors matter too, such as content types, accounts users typically engage with, and recency.

In this post, we’ll focus on engagement.

Post at Optimal Times

To get the most out of your Facebook marketing strategy, it’s crucial to post at the right times when your audience is most active. Otherwise, it’ll be like you’re talking to a wall (pun intended)!

Some of your audience might see your post whenever they log onto the app. But often, more recent posts overshadow older posts. In other words, your post could get lost in the shuffle if you don’t publish it at the right time. As a result, you’ll get minimal engagement. And the Facebook algorithm is less likely to show your post (or future posts) to additional people. Because remember, engagement wins, right?

So really dig deep and find out when your audience is most active on the app. The simple way is to:

  1. Head over to your Facebook page.
  2. Tap the Posts tab.
  3. Scroll down to “When Your Fans Are Online”

After following those steps, you should see a graph that tells you which days and times your audience is on Facebook. This will give you a good idea of when to post.

If it’s not convenient for you to write posts at the times your audience is most active, then you might consider scheduling your posts. Write out your posts ahead of time and use a social media management tool to automate when you publish your posts.

But what if you’re just starting out? What if your account is new, and you haven’t built an audience yet?

Unfortunately, there’s no hard and fast rule to figuring out the best times to post on Facebook. But there is a general rule to follow.

The most optimal time to post on Facebook is at 6:15am and 12:15pm on weekdays. Why? Because at those times, people are available to check Facebook. Around 6am, people generally wake up to check their newsfeed. At noon, they have lunch, and take their few minutes of free time to scroll the Facebook. Posting just after working hours can be effective too because people are free to check what they may have missed throughout the day.

Create Engaging Posts

It might sound too simplistic, but we can’t stress it enough: create engaging posts. Post content that people actually care about. Many brands fail to get this right. The key is to:

  • Post relevant, on-topic content.
  • Create genuine conversations and ask questions.
  • Provide value in your posts.
  • Measure engagement.

Let’s look at an example of a brand that does at least two of those right. Lay’s asked their audience which flavour of chips did people in their office like best? It sets the post up for on-topic comments. It also creates genuine conversation by asking a question.

Now, for the other points. Your posts should provide some sort of value to your audience. So tips, tutorials, and industry news are excellent ways to inform your audience and make them want to view your posts.

Lastly, you want to test the performance of your posts. Don’t worry about measuring engagement for every post. But use a few posts a week as a sample size to determine:

  • How your audience reacts to your posts
  • Who responded to your posts
  • Who responded the most quickly to your posts

The key to cracking the Facebook algorithm is gaining insight into your audience.  Post with the intent to learn about your audience. As you learn, you’ll be able to create more posts that appeal to them.

Need a hand?

If you want to get the most out of your Facebook strategies, get in touch with Oracle Tree today. We have experts in all areas of marketing, and we’re sure to help you on your journey to be the best!

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