Less is more, especially on Facebook. It is a very common error, and one that I fell for myself, to think that posting more will result in higher impressions and engagements.
What actually happens is that you’ll see less engagements, and lower views. As you post more, more and more of your content is competing with every post by your follower’s friends and other pages that they follow.
The chances of your post showing up for someone diminish as you post more, thus affecting ALL of your posts, not just that individual one. Plus, people may interact with your posts less as they see more from you, and poor engagement means that ALL of your posts will be seen less often.
That’s where Facebook tends to get people – to get your engagements and impressions back up, they want you to pay for ads. While that is still the best way to get your best potential reach, it is not impossible to backtrack a bit from over-posting.
Real Case Scenario
In October, I was posting about once a day on the Jump Facebook account. 28 posts across 31 days to be exact. I was seeing poor numbers in my reach – an average of 175 people were seeing my posts, with the average number of impressions being 289 and the average engagement rate was 5.1%.
I realized that I was posting too much, and cut down the amount of content. I made 17 posts in November. My numbers increased significantly. Now, each post was reaching an average of 330 people (an 88.6% increase), and the average number of impressions rose to 553 (a 91.6% increase). The average engagement rate also jumped to 7.6%.
Looking back, I see 5 posts that performed poorer than the rest. This is an indication to me what kind of content performs poorly, and that I should not have posted them.
Higher engagement rate and impressions should equal higher traffic to the Jump website.. right? To check, I went to Google Analytics. It turns out, I saw a 31% decrease in visits from Facebook.
For now, I’m ok with this. As we’ve learned in class and from our reading, I’m making a lot more “jabs” and improving my reach and engagement so that down the line when I need to make those “right hooks”, I’ll know that more people will see it.
Plus, there are probably other factors at play. For example, one less blog post was published on our site this month than usual, so that is one less opportunity to get clicks from Facebook.
It’s still only been one month since I made this strategy change, so it’s always good to wait a bit more and see how things play out. Looking at one month, it’s difficult to tell if the strategy change is better (or could be improved) for the long run.
I’ve known for a while that my Twitter strategy needs to be updated, so that will be the next step that I work on over the next couple months.