You may have noticed Facebook pages you subscribe to posting statuses with words to the effect of “Due to Facebook’s new policy, only about 10% of people that ‘like’ a fan page will see the status updates. nn order to see all our posts and notifications just click over the ‘Liked’ button (beneath the cover photo) & activate the ‘show in news feed’ option.”
This is nothing new, with similar posts doing the rounds in 2011. On the face of it, it does seem like a big issue; what’s the point in working so hard to grow your page if only a small fraction of your fans will see what you post?
First things first – we need to clear up the wording of these posts. The wording suggests only 10% of your fans will see any of your posts – that’s simply not true. Around 10% of your Facebook fans will see each individual post, and that is an important distinction to make. Is that figure (as an average) really that surprising? To me, it is not, and let me explain why.
Facebook is a global platform – you will probably have people from different time zones liking your page. If you have a strong American following, your post at 0900GMT isn’t going to be seen by Americans – they will be asleep. So, pages with a more geographically diverse audience will reach fewer fans per post depending on what time of day they post. In October 2012, it was reported by that Facebook now has one billion users. Staggering numbers, but all there as your potential audience and fan base.
Posts on Facebook have a limited lifetime. Facebook uses a system called ‘EdgeRank’ to choose what to display on someones news feed, and where to display it. EdgeRank has several variables, and one of those is the age of the post – older posts are less likely to be in someones news feed. A post seen by a user who checks Facebook at lunch probably won’t be seen by a similar user later on in the day.
As well as time, the posts weight affects how likely it is to be seen. A posts weight is essentially how many comments, likes, shares and other interactions a post has. The more it has, the more weight it has and its edge ranking goes up.
Another important factor to your posts EdgeRank is your affinity with your fans. Affinity is based on previous interactions, and is only based on that particular fans interaction with you. This means that someone who frequently comments or likes your content will be most of your posts. Someone who rarely interacts with you is less likely to see your posts as their affinity with other people and pages will be higher. They will see their content, not yours.
Hopefully you can see why that post viewership figure is so low, and why you really shouldn’t worry about it. So, the question is: how can you connect to more of your fans?
Know Your Audience
By clicking on page insights, you can find out a lot of information about your users. You can see what country they’re from and post when they’re likely to be online. You can also see what town people are from, age group split and Male / Female split. Using this information, you can tailor your posts to your audience and engage them effectively.
Vary Your Content
Facebook also shows you the individual stats for each post. You can see how many people saw the post, and how many people interacted with that content. Using these metrics, you can experiment with different content and post times. This should be an ongoing process – you can use these metrics to find trends and work out what should be popular.
Interact With Your Audience
It is important to interact with your audience as interactions increase your posts affinity rating. However, you must be genuine and sincere when you post – the general public are not stupid, and will know when you are just pandering for attention – you need to show a genuine interest or you are probably doing more harm than good. As an artist, you are in a better position to build an online relationship with your fans than a generic company are, as music is a much more personal thing.
If you do these three things, you should find your Facebook post views increasing, and as a result have more people talking about you, which in turn will generate more genuine likes.
If you want to find out more about EdgeRank then check out these articles: