Facebook Marketing Tips for B2B Businesses

What are the Latest Facebook Algorithm Updates?

First off, let’s explain what the heck the algorithm is! In a nutshell, it decides which posts your audience sees and the order of how the posts show up. The following insights share how to work with the algorithm to get the best organic reach for your business’s social media presence.

In 2021, the Facebook algorithm is made up of 4 main ranking signals:

  1. Recency

    • The newer the post, the more the posts will be shown first

  2. Popularity

    • How many likes/engagements get

    • Shares on Messenger

    • Replies to comments on a video

  3. Content-type

    • The types of media in the post (video, image, link, etc..)

    • How informative the content

    • Time spent on the post

    • As of 2019, Facebook also scores and prioritizes the following signals for video:

      1. Loyalty and intent: videos that people search for and return to;

      2. Video length and view duration: videos that people watch past the 1-minute mark, and that are longer than 3 minutes;

      3. Originality: videos that aren’t repurposed from other sources and that have plenty of added value.

  4. Relationship

    • Who a user typically interacts with

What type of content does Facebook favour?

  • Original sources (rather than repurpose content)

  • Engage w audiences (& have audiences engage w one another)

  • Longer videos w high engagement rates (time spent on a video post)

How do I Organically Increase Social Media Engagement?

Read on to get our tips to increase your organic social media reach.

  1. Ask a compelling question 

    • Make sure the questions are relevant and action-oriented so people feel the need to respond within seconds of seeing the post.

    • Respond to comments when you get them! This allows you to have a more human presence on social media.

  2. Post when fans are online

    • Facebook Analytics tells you when fans are online! Now you can engage with your most keen followers in real-time.

      • Go to Facebook Insights » Posts » When Your Fans Are Online.

  3. Switch up how and what you post

    • This can include sharing Facebook Stories when you post to your feed

    • Variety is key to keeping your audience engaged. Test out sharing videos, images, infographics (with statistics) and polls to see what content performs the best.

  4. Post about trending topics in your industry

    • Follow media and thought leaders in the industry and re-share their content

(Source: Hootsuite, AdEspresso by Hootsuite)

Get more social media marketing tips for your business!

Check out the Social T. Smart Shop for PDF digital marketing guides, training packages, and more!

Facebook, Social Media InsightsThe Coast Kit