A staggering 90% of the engagement comes from only 10% of the posts – and with Facebook’s recent algorithm change, getting your post noticed is going to be even harder. It’s time to revisit your social strategy and ask yourself these three questions to make sure you’re not missing any opportunities.
1: Are you still manually scheduling?
Data shows that we humans tend to schedule on even time increments (e.g., 9 am, 9:15 am, 9:30 am) however that doesn’t account for your actual audience’s behavior– they aren’t as uniform with their social activity. Through our algorithm’s optimization tool, your posts are published at the exact minute most of your followers are on at that moment and have the highest chance of seeing your content.
Still don’t believe us? Check out the data for yourself. The graph below shows scheduled posts as pink and optimized posts as purple. The top range of the chart shows that optimized posts outperform scheduled posts – 12 optimized posts receiving the most engagement versus just 5 scheduled. At the bottom of the graph, you can see the pink striping that shows scheduling that occurs at standard times.
2: Are you posting on the weekends?
We have found that most publishers reduce their number of social posts on weekends. This is likely the result of staff constraints (most social media professionals work Monday-Friday), but may also be a result of the perception that there is less social engagement on weekends. However, because of this, it means that a decrease in competitor content is an opportunity for you! This lull in social content gives you a chance to capture the weekend audience your competitors normally wouldn’t. Our clients have seen better engagement rates by including weekends into their scheduling calendar. Tip: Test this out with evergreen content you may have only posted on weekdays.
3: How often are you recycling?
Want to increase the reach of your posts by an average of 172%? Recycle! Because of algorithms, only a small percentage of your audience sees your content at any given time (less than 10%). If you have a post that is performing well with your audience, you’re going to want to recycle it (even cross-post it across your other pages and accounts) multiple times in a week, over months or even seasonally (depending on the story). Posts can be recycled as many times as you’d like however our data shows that content recycled for the third time is the average point where you begin to see diminishing returns:
By recycling content at different times, days, pages and accounts, your reach opportunity significantly increases resulting in higher engagement.
But won’t my audience see my posts more than once?
Post recycling results in minimal duplication, maximum engagement.
- Most users will not even see your initial post at all
(white portion of the oval)
- Of those who see the post, most will only see it once
(light gray areas)
- A very few will see it two times
(darker gray areas)
- And a very few will see if all three times (the darkest gray area)