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Thing is, that’s just not supported by the user data. In reality, Facebook has barely seen a slowdown in audience growth at any point in the last 12 years. It’s been super consistent:
With approximately 2.5 billion monthly active users, Facebook is comfortably bigger than Twitter, Snapchat, Reddit, and Instagram combined.
So what does this tell us?
Simply put, if you’re a brand, you can’t afford to ignore Facebook. It might not be your audience’s favorite social platform, but they’ll almost certainly be on there, which means you need to be, too. You should be using it to promote your products, advertise your brand, and generally represent your company.
The starting point for all of those things is your Facebook Business Page. Your current and prospective customers or subscribers will visit it to check you out, see what you’re talking about, and engage with your content.
What’s the first thing they’ll see? Your Facebook cover photo. Read on to learn how to make a Facebook cover photo that shows off your brand in the best possible light.
Ever heard of Hitchcock’s rule? Named for the legendary movie director, it states that the size of an object on-screen should be proportional to its impact on the story at that specific moment.
Well, given that your Facebook cover photo takes up almost half the page on desktop …
… it’s reasonable to say Facebook considers it pretty important! You’ve got a whole lot of digital real estate to play with, so you definitely want to make it count.
Designing a Facebook cover photo for your business page is much more than just choosing an eye-catching picture, cropping it to the right dimensions, and publishing it. Here are five key considerations to creating a cover photo that draws your audience in.
Facebook used to say only 20 percent of your cover photo could be made up of text, but it dropped that rule in 2013.
With all that space to play with, and no limit on the amount of text you can include, it’s tempting to cram in as much information as possible. Don’t do that.
When it comes to creating an impactful Facebook cover photo, simplicity is your friend. Focus on communicating a single message as clearly as possible, so your audience is in no doubt of what you’re trying to say.
Apple does this better than most. While the tech giant famously doesn’t really “do” social, its branding on Facebook is still spot on.
Apple’s Facebook cover photo is an exercise in simplicity: no words, just one clean and instantly recognizable product image showcasing its iconic MacBook. The use of color is super effective, naturally drawing your eyes to the center of the image.
Can you sum up your entire brand in a single image? It’s not as simple as it sounds! But that’s exactly what you need to do with your Facebook cover photo. If it doesn’t complement your brand, you risk confusing your audience.
Adidas is a huge brand that sells everything from skateboarding sneakers to golf attire. It’s pretty tricky to encapsulate such a huge brand in one picture, so Adidas has chosen to combine three separate images for its Facebook cover photo.
This works really well, allowing the brand to speak to three different markets at the same time. In one cover image, Adidas encapsulates men’s and women’s sportswear, plus streetwear.
As humans, we find it easier to connect with people than abstract concepts or inanimate objects. That’s why so many of the best Facebook cover photos feature images of people.
Of course, if you’re going to represent and speak to your audience through your cover photo, you first need to understand who they are. Fortunately, Facebook gives you a couple ways to find this out:
Facebook’s Audience Insights tool allows you to deep dive into the demographics, page likes, location, and Facebook activity of people who follow your page, are based in your area, or are interested in brands like yours. For instance, here’s a bunch of demographic information for people who like Major League Baseball:
By visiting your Facebook Business page, you can find out who engages with it most in the Actions on Page section. It shows you who clicked your contact information, call-to-action (CTA) button, or website, and segments the information by age, gender, device, and location.
So what does all this information tell us? Well, say you discover 80 percent of the people who follow your page are men, 75 percent live in Mexico and speak Spanish as their first language, and 90 percent are between the ages of 18 and 25. Your Facebook cover photo should probably incorporate a young Mexican man and maybe some Spanish text.
Here are a couple of examples of how Google targets its various audiences through its cover photos. First off, the brand’s UK Facebook page incorporates a bunch of cartoony imagery featuring recognizably British landscapes and structures like the Angel of the North, Stonehenge, and a red London bus.
Meanwhile, the Google Students cover photo features pictures of young people from diverse backgrounds, often working in teams, and all using technology. In other words, they’re exactly the sort of people you’d expect to be interested in a Google page aimed at students.
Just as your Facebook cover photo should complement your brand, it should also go hand in hand with your profile picture.
That’s really important because they sit alongside one another at the top of your Facebook Business Page. If they don’t fit together naturally, the results can be pretty jarring.
Nike is America’s most famous clothing and footwear brand, with 99% audience recognition, so it’s no real surprise that the company gets its Facebook branding perfect.
With just three words, two colors, and the classic “swoosh” logo, Nike somehow manages to encapsulate its whole brand across its cover photo and profile picture.
When your cover photo takes up so much space, why wouldn’t you use it to talk about the things you want to promote? Whether that’s a new product, a special offer, a big piece of content, or an event, your cover photo is a fantastic place to show it off.
For example, PlayStation uses its cover image to showcase a high-profile new release for its PS5 console. Notice how the brand combines this with a CTA urging people to play the game, effectively transforming the top half of its business page into an interactive advert.
Taking things in a different direction, Gucci’s Facebook cover photo and profile picture are given over to promoting an online event, Guccifest.
Again, the fashion brand has added some interactivity by including a scannable QR code in its cover photo. The whole image is extremely text-heavy, which isn’t what you’d expect from a brand selling a physical product, but in Gucci’s case, this just makes the cover photo even more striking.
Now that you understand the theory behind creating a striking Facebook cover photo for your business, it’s time to make it happen for your brand. Follow this simple four-step process to turn your Facebook cover photo vision into reality.
Take another look at all those Facebook cover photo examples I included above. None of them could appear in all five sections.
The PlayStation example is really effective at promoting a product, but it arguably doesn’t pair up well with the brand’s profile picture. Nike keeps things simple, complements its brand, and matches its profile image, but doesn’t directly feature its audience or showcase a product.
Does that mean they’re all bad cover photos? Far from it. Instead, this demonstrates that your Facebook cover photo shouldn’t be all things to all people. Pick out one or two of those techniques and use them to inform your image. For instance:
You don’t need to be a skilled graphic designer to create an effective Facebook cover photo. There are tons of easy-to-use, free photo editing tools that do all the hard work for you.
Arguably the most popular is Canva. It’s free to sign up and features a bunch of Facebook cover photo templates cropped to the correct dimensions. To find them, create your own Canva profile, select social media imagery, and choose the dedicated Facebook Cover option:
Just one word of caution here: While Canva is free to use, you’ll need to pay for some of the design elements.
There are lots of other options, too. If Canva isn’t working for you, try PicMonkey, Visme, Snappa, Bannersnack, or countless others.
Again, unless you’re a qualified graphic designer (or have access to one), you’re likely looking for the simplest possible way to create an impactful Facebook cover photo.
In that case, you definitely want to start by finding a suitable image. Something that encapsulates your brand and speaks to your audience.
Just as there are lots of brilliant graphic design tools available online, there are also tons of fantastic free stock image libraries packed with hundreds of thousands of visuals you can use to design your cover photo.
Alternatively, feel free to incorporate your existing website imagery if you’re planning to use your cover photo to showcase a product or service.
Last but not least, you must use the right dimensions for your cover photo. Otherwise, Facebook will crop or stretch it and all your hard work designing a beautiful, eye-catching image will be wasted.
So what are the right dimensions? There’s no easy answer, as frustrating as that sounds. Because 70 percent of Facebook users access the site on their phones, your cover photo has to work across both desktop and mobile. Yet cover photos display differently based on the device you’re using:
If you want to use a single image that works across both formats, Buffer recommends cropping it to 820 pixels wide by 462 pixels tall.
As an absolute minimum, Facebook says your cover photo should be 400 pixels wide and 150 pixels tall. It also advises keeping your image to less than 100 kilobytes for the fastest-possible loading.
Remember that your Facebook cover photo isn’t just a striking image. Choosing the right one for you isn’t necessarily about utilizing the brightest colors or the boldest copy.
It has to tie into your brand, speak to your audience, and effectively communicate your message. Ideally, anyone who knows your brand already should find it instantly recognizable.
If you’re struggling, remember the value of keeping things simple. Don’t try to be too abstract or clever. A basic image that clearly represents who you are and what you do will be much more effective than something complex that leaves people scratching their heads.
How are you using your Facebook Business Page to generate leads or sales?
The post How to Create the Best Facebook Cover Photos for Your Business appeared first on Neil Patel.
Suddenly you notice that none of your social media activity seems to be showing up at all. It’s like you don’t even exist on the site… Weird!
Is it a bug? Every website suffers from them sometimes, and the interactive features can often be the first to go haywire. Server maintenance could also be the culprit.
But another possibility is that you might have been “shadowbanned” (previously called ghostbanned).
Accounts that are shadowbanned are put into a kind of invisible mode. In other words, they become a “shadow” that no one can see.
In this post, we’ll talk more about what exactly shadowbanning is, and how you can tell if it happened to you.
Shadowbanning is when your posts or activity don’t show up on a site, but you haven’t received an official ban or notification.
It’s a way to let spammers continue to spam without anyone else in the community (or outside of it) seeing what they do.
That way, other social media users don’t suffer from spam because they can’t see it. The spammer won’t immediately start to look for ways to get around the ban, because they don’t even realize they’ve been banned.
Now, all of this might sound a little odd or shady. Since many websites and apps deny that they shadowban, there’s no way to know for sure that it’s happened.
If you suspect a shadowban, a change in the website’s search or newsfeed algorithm might actually be to blame. And since the algorithms are the property of social media companies, it’s not in their best interest to reveal everything about them publicly.
Regardless of whether you’ve been penalized deliberately or accidentally, the effect is still the same… no one can see your posts.
There’s no way of getting a full list of sites that shadowban people, since the practice isn’t entirely out in the open.
Respondents to a survey called Posting Into the Void reported four general types of shadowbans:
Here’s how to tell if you’ve been shadowbanned on some popular social media sites:
Does Twitter actually shadowban people? Well, yes and no.
In a blog post, Twitter claimed that they don’t “deliberately make people’s content undiscoverable to everyone except the person who posted it”, and they “certainly don’t shadowban based on political viewpoints or ideology.”
However, they did say they “rank tweets and search results” to “address bad-faith actors”. Basically, if Twitter thinks you’re a spammer or a troll, its algorithm will penalize your content.
Twitter lists these as some of the factors they use to tell if you’re a “bad-faith actor” or not:
To avoid getting shadowbanned on Twitter, you should confirm your email address and upload a profile picture.
Don’t spam people and don’t be overly promotional. If you’re trying to sell a product or service and are posting too much, other users might block your content, causing a shadowban on your account.
You should also try to avoid trolling, getting into online arguments, or being too confrontational in your posts and comments. This can lead people to mute or block you.
There’s no way to tell for sure if you’ve been shadowbanned on Twitter. However, you could try using the site Shadowban.eu, which claims to be able to detect a shadowban.
How frustrating is it to work hard at building up an Instagram following, only to see that your posts suddenly aren’t showing up?
Like with Twitter, Instagram’s CEO has publicly claimed that “shadowbanning is not a thing”, but as with Twitter, that’s not entirely true.
While you personally might not be being shadowbanned, the algorithm could still be hiding your posts.
Instagram’s algorithm is designed to remove certain content. Namely, the algorithm penalizes content that Instagram considers “inappropriate”, even if the content doesn’t go against the app’s Community Guidelines.
Specifically, they mention sexually-suggestive content. According to their Community Guidelines, spammy content and content associated with illegal activity or violence is also a no-go.
Instagram prefers “photos or videos that are appropriate for a diverse audience”… so less family-friendly content may be at risk of a shadowban.
There’s no surefire way to tell if you’ve been shadowbanned on Instagram, but there are sites that say they can test it. Triberr is one option.
Shadowbanning on Reddit is a bit different from shadowbanning on other social media sites. Up until 2015, Reddit openly shadowbanned users who broke the site’s rules by hiding their posts.
Reddit then announced that the shadowbanning system had been replaced with an account suspension system. Basically, some Reddit staff thought that the shadowban tool had been useful for dealing with bots, but that banning real human users without telling them what they did wrong was unfair.
However, the site appears to still occasionally be using shadowbans, with the r/ShadowBan subreddit still active.
According to their official content policy, Reddit may enforce their rules by “removal of privileges from, or adding restrictions to, accounts”, and also by “removal of content”, among other methods.
Of course, to avoid getting shadowbanned on Reddit, you’ll need to follow their rules. But one tricky thing about that is that the rules on Reddit actually depend on the subreddit you are submitting to.
You’ll want to read and comment a lot first before submitting your own links. Watch how people react to various types of submissions within a specific subreddit, and then act accordingly.
You can also check out this unofficial guide on how to avoid being shadowbanned. Some key points:
To find out if you’re shadowbanned on Reddit, make a post in the r/ShadowBan subreddit. A bot will respond to you, letting you know if you’re shadowbanned.
Even if you’re not, the bot will tell you which posts of yours have been removed recently (if any).
You could also use a third-party tool, like Am I Shadowbanned?
TikTok is a popular social network for sharing short videos. Unfortunately, you can get shadowbanned there too (kind of).
While there’s no official mention of the term “shadowban” in TikTok’s Community Guidelines, like other social media networks, TikTok uses algorithms to privilege certain content. If you get on the wrong side of the algorithm, fewer people might see the content you post.
To have more people see your content and avoid penalties, try to follow best practices for TikTok’s recommendation algorithm, and always follow the Community Guidelines.
Stay away from illegal material, violence, hate speech, spam, and other similar topics.
To check if you’ve been shadowbanned on TikTok, look at your pageviews and “For You” page statistics. You can also use a hashtag and see if your post shows up under that hashtag.
Facebook calls its content moderation policy “remove, reduce, and inform.”
Basically, content that violates Facebook’s Community Standards will be removed from the site, while other undesirable content (like misleading information) may be less visible on Facebook or have a warning label placed on it.
If Facebook is consistently “reducing” your content, that could be considered a type of shadowban.
The main thing you can do to trigger a shadowban on Facebook is to share links to fake or misleading information. Content on the site is checked by independent fact-checking organizations.
Facebook also penalizes links from websites that its algorithm considers clickbait. Low-authority websites without a lot of inbound and outbound links that generate a lot of clicks on Facebook may be considered clickbait.
Facebook groups where a lot of misleading links and clickbait are frequently shared may be shadowbanned.
If you’re worried your personal page, business page, or group might have been shadowbanned on Facebook, check for a change in engagement levels on your recent posts.
While people don’t often think about getting shadowbanned on LinkedIn, it’s possible for your content’s reach to be throttled there.
Like other social media sites, LinkedIn has Community Policies that all members need to follow to avoid problems.
Since LinkedIn is a professional site, its content policies are even stricter than other platforms. Not only should your content be safe, legal, and appropriate, it has to be professional as well.
Although LinkedIn is obviously a place for career growth and self-promotion, spamming people is still a no-go.
You’ll need to respect others’ privacy and intellectual property. You should also avoid harassment or unwanted romantic advances towards other members.
If you violate LinkedIn’s policies, they may “limit the visibility of certain content, or remove it entirely.”
That said, the LinkedIn algorithm is pretty complicated. Even if your content is perfectly professional and high-quality, it might still not be getting the reach you want.
Engagement and relevance are the top two factors to keep in mind when creating content for LinkedIn.
While it’s not exactly a social network, it’s definitely still a site where people go to learn and share content. Can you be shadowbanned from YouTube?
Well, YouTube shadowbanning has been in the news because of popular creator PewDiePie. According to his fans, the Swedish videogame YouTuber’s channel was penalized in YouTube search.
YouTube’s official response was that it doesn’t shadowban channels, but that some videos might be flagged and need to be reviewed before they show up in search.
In an interview with Polygon, they said they were “currently working on fixing the issue.”
Different social networks have their own opinions on what type of violations merit a shadowban. However, we can definitely see some general trends that are worth noting.
Adhere to these guidelines if you want to be safe from a shadowban:
You may not have any idea you are being shadowbanned. At least not at first… though over time, you may begin to suspect it.
What you should do to protect yourself is to be careful that what you post isn’t against the terms and conditions of the site or app. Also, try to avoid spamming content, starting fights with and trolling other users, or posting things that might be considered inappropriate.
A shadowban can be frustrating, especially if you don’t feel like you deserve one. Maybe you don’t agree with the social media algorithm about what is or isn’t inappropriate, or maybe you think you were having a constructive debate while the algorithm thinks you were being a troll.
However, hopefully the tips in this guide can help you avoid being shadowbanned in the future, so your content can get better engagement.
What other ways can help people know if they’ve been shadowbanned? Let us know in the comments.
The post How to Tell if You’re Shadowbanned on Social Media appeared first on Neil Patel.
Social media is critical. I doubt anyone would argue with me about that. But social media is also misunderstood in some ways. One of those misunderstandings is which social media sites a business or individual should be on.
If you read this article, you’re going to understand which social media sites are best for your brand or business.
You won’t have to waste your time messing around on social media sites that have no ROI, and you even might do better at gaining leads on the social media sites that are perfect for your business.
Social media isn’t a fad or trend. It’s an enduring reality of online existence. For marketers, it’s indispensable. But when you approach social media as a marketing channel, things may get a bit confusing.
Social media marketing includes a myriad of potential social media sites, a vast array of ways to engage, and a medley of styles for each platform.
It’s more than just Facebook. You need to figure out which of the legion networks to join. Then, you need to determine optimal messages, posting frequency, cost of social media management, integration with other marketing channels, and how to make the most of the billions of people who are purportedly hanging out on social media.
To slice through the confusion, here are four questions that you should answer.
The primary question to ask about social media is where your audience is actually spending time. What social media outlets are they on?
A caveat is in order: just because you have followers doesn’t mean that you have an audience.
In January 2019, a report claimed as many as 50% of Facebook’s accounts were fake. Simply having a bunch of followers doesn’t guarantee that you have a human audience.
If you buy followers, you are almost assuredly bought fake accounts. While these fake accounts might be great for follower numbers, they don’t do much for your actual marketing. (Which is why I recommend deleting fake followers.)
Big social media numbers don’t mean big activity.
For example, there are nearly 3 billion accounts, but only 1.73 billion are daily active users. Twitter, too, has a lot of members with a relatively low number of active members. Of the site’s 330 million signups, only 145 million are daily active users.
A social media user needs to be active on a social media site to be of any use to you.
There’s a disparity between overall members on a site and the number of active members.
As I’ve discussed before, people use social media for searching, not only socializing.
Every minute, people are conducting millions of queries on Instagram, Twitter, and Facebook. If you are active on these social media platforms, you can appear in social media search results.
Some businesses are missing out on a deluge of warm leads, because they are absent from niche social media sites.
Someone might tell you, “OMG! You have to join this social media site! We get all our leads from it!”
Okay, that’s great. But that doesn’t mean that your business needs to be there.
What kind of business do they have? If they are a boutique silk scarf seller and found a social media site for silk scarf aficionados, then they’ve obviously found the right social media site.
But if you’re a SaaS business, chances are you won’t gain as many warm leads from silk scarf social media sites.
I’ve provided these four questions as a framework for determining your social media strategy. Don’t join randomly. Instead, choose intentionally by answering the four questions.
With that in mind, let me explain the social media accounts that truly matter.
At this stage in social media, there are three sites that reign supreme. These sites are crucial, regardless of your audience, your business model, and your strategy. Join them.
Facebook has over 2.7 billion monthly active users, the largest of any social network. In the past decade, it has become a fixture of the daily online experience. Nearly half of all Facebook users are active each day, and they spend half an hour or more on the site.
These users aren’t only browsing profile updates or viewing photos.
Each Facebook user is connected to dozens of pages, groups, or events. That’s where you come in — your marketing efforts and Facebook presence.
Twitter is a happening place. There are more than 330 million Twitter monthly active users, and 100 million users are active at least once a day. Plus, there are more than 460,000 new accounts created every day.
Twitter is less of a lead generator than other platforms like Facebook. But it is an incredibly powerful search engine and news source. Many businesses also use Twitter to provide customer service.
LinkedIn proudly touts its user base of professionals. Many of those professionals are connected with companies. These companies could benefit from the extra marketing love. Don’t neglect LinkedIn, especially if you’re in B2C.
Those are the big three. Whatever you’re selling, doing, being, or saying, these are the three social media accounts you need to keep active.
These are called “the lesser three” (my term) only because they’re not part of the big three. These social media sites are huge, and I strongly encourage you to be present on them as well as the big three.
Early in its life, Pinterest got labeled as a social platform for women. At first, that was true. But now, women account for about half of Pinterest pinners, which isn’t much different from the gender slant on other social media sites. Pinterest is a place to be for any gender, any company, and any brand.
And the site is growing fast. The business generates more than $400 million a quarter and has 335 million monthly active users.
I’ve found that Instagram is a powerful way to promote both one’s personal brand and a business, too. Despite my not-so-often posting, I discovered that liking and commenting on other photos is a powerful way to grow a massive following.
Instagram is a visual platform. We already know that pictures get 5x higher engagement on Twitter, and photos make up 93% of the most engaging Facebook posts. With Instagram, it’s all photos and videos. That kind of visceral appeal is one of the reasons for Instagram’s massive popularity. Throw video into the mix, and you’ve got a social media channel that is basically addicting. Visual content in social media is electric.
Some social media marketers have argued that Instagram only serves the purposes of image-heavy brand content for companies like National Geographic. Sure, National Geographic’s Instagram channel is killer, and they have a strong 4.8 million followers.
However, I would argue that Instagram is effective for nearly any type of business. I’ve seen successful fitness coaches, booksellers, conference speakers, coders, video game designers, SEO companies, and accountants make a dent in the Instagram universe.
YouTube has the distinguished position of being the second largest search engine in the world. Considering that Bing and Yahoo have been vying (unsuccessfully) for that position, that’s no small feat. YouTube did it without even trying.
Despite their modest pretensions to massive search, YouTube is a hit when it comes to video watching. Obviously. In fact, YouTube reaches more U.S. adults than any cable network.
Some brands lend themselves to video virality more than others, but any brand can be successful at video marketing. A video doesn’t have to be expensive or fancy to be effective in brand promotion. It needs to be on YouTube.
My word “little” needs a bit of a disclaimer. These social media sites are massive. However, as social media marketing platforms, their benefit comes in their niche sub-communities for people of shared interest.
On Facebook, you might socialize with people you went to school with — friends from past and present. On Tumblr, however, you might interact with people who share your interest in, say, aerial photography drones.
In that sense, your audience might be smaller but more focused.
Even though it’s technically a “blogging platform,” Tumblr has enjoyed meteoric growth in its young life.
In 2013, Tumblr was raking in monthly pageviews that soared over 5 billion. With smart posting (i.e., great content) and consistency, many marketers have discovered that Tumblr is an ideal place to impact one’s niche. Some marketers actually host their company blog on Tumblr. (This is something which I don’t recommend for SEO purposes).
Reddit is a news site, basically. But as a social media news site, it has an appeal that goes beyond mere “headlines.” These headlines are voted up and virally shared.
Maybe a dog saying “Hiiiii!” isn’t quite as meaningful as business news or government decision-making. But still, Reddit is a marketing channel that might work for some companies. Of all the social media sites, Reddit has the highest percentage of news-readers — 62%, according to Pew researchers.
To use Reddit effectively, the secret is creating engagement on subreddits and communities packed with people who are passionate about what you are. This is your target community. Then, you create relevant headlines and promotions to create an uptick in your stories.
Want to learn more about marketing on Reddit? Here’s a quick rundown:
Last, explore the niche social media landscape. You might discover that it’s an absolute waste of time, and there is zero ROI. Or, on the other hand, you might find a world of untapped potential and dozens of warm leads. It’s worth doing some exploring.
Here’s are a few sorta-popular niche sites. Forget the millions of followers and fans. Here, it’s all about a targeted audience:
The best way to find your niche social site is to google it. You will find something.
The social media scene can be bewildering. But if you follow this plan, you’re going to see a higher social media marketing ROI:
As you engage in social media, you’ll discover the social nuances of your own niche. It will look different for every business, region, target audience, and personal style.
What social media sites have you discovered to be useful for your business?
Facebook Insights is a powerful tool for those wanting to track user interaction on their Facebook business page. Facebook Insights can be seen by all the admins of your page, and it can provide a wealth of information about your content and audience.
By using Facebook Insights, you’ll be able to determine the best time of day to post, the best day of the week to post, and what type of content is most popular.
It is important to note that the Facebook Insights tool is constantly updated to reflect your page’s developments and any patterns that may form. So you’ll need to keep checking back to keep in the loop.
So, what can you learn from Facebook insights?
Go to your Facebook Business page, then click “See All,” under “Insights” on desktop.
This is the main Insights dashboard, and here you’ll see information about trends, posts, and your audience.
You’ll be able to see your most recent posts, Facebook likes, reach, actions on page, the gender and age of your audience, and much, much more. Don’t be afraid to dive in here; it might look a bit overwhelming, but it is pretty easy to navigate.
One of the most important things you can learn is what type of content is likley to go viral.
Click on Posts, you’ll see your latest Facebook posts and learn about their reach and engagement. This is especially useful if you would like to see which posts were the most successful.
You can sort posts based on:
This is useful if you want to know the success of a certain post (i.e., a video you posted recently). So instead of sifting through all the posts, you can simply sort by videos.
You’ll be able to see the date the post was made, the title of the post, the type of post, who it targeted, reach, and engagement. You won’t see the virality in a percentage form anymore, but you can still gain a ton of useful knowledge about your post behavior.
Takeaway: Knowing the reaction to different types of Facebook posts gives you the knowledge to create more content that your fans like, which will then increase your branding, reach, and hopefully drive traffic to your website.
If you click on “Likes,” you’ll be able to see the demographics as well as the locations of your fans. You’ll also be able to see their age groups.
In this example, the Cheap Flights South Africa fan page has a much larger female fan base than a male fan base. We are also able to see that most users are in Cape Town, South Africa, so they should customize their posts accordingly.
Below you’ll see another graph that looks like this:
Now you can search by new likes and even by unlikes. For example, in the above graph, you can see the fan page had some unlikes.
It would be useful to go back to your page and see what posts you wrote on those days. Your previous posts may be able to give you an indication as to what went wrong that day.
Weren’t you entertaining enough? Or were you just too much? Perhaps you posted too many articles and not enough images? It is crucial that you do this step otherwise the stats are pretty much just stats.
What to get more likes? Check out this video for seven strategies to grow your Facebook likes:
Takeaway: Having demographic information about your fans allows you to build personas of your target audience. This can be very beneficial when creating landing pages, home page copy, and overall marketing messages.
It’s all very good and well that you have a Facebook business page, but how much of your content is actually reaching your fans? Who is talking about your page? Are any of your fans referring your page to others or sharing your images with their friends?
The Reach section, located just under Likes in the left-hand bar, will provide this crucial information.
It will also tell you how often your posts are marked as hide, report as spam and unlike.
Takeaway: The important part of the Reach area is that you can see what days and types of content help you reach the widest possible audience. (Unlike before, you won’t see reach in terms of paid Facebook ads; you’ll need to use the Ads Manager for this information.
Facebook check-ins can be really useful for companies that have a physical location. Fans that ‘check-in’ when they arrive at your business show their loyalty to you in doing so.
Under the check-in section, you’ll be able to see the number of people who have checked in, where they live, whether they are male or female, etc.
Takeaway: Check-in data is extremely valuable for businesses with a physical presence. From being able to measure the social media impact on sales, to monitoring your busiest days – definitely, dig into this info!
Insights already offers a ton of data, but did you know you can actually export the data? Export your data using the top right button on the Insights page.
This little block will pop up:
Select Page Level Data and the MS Excel format option. You can choose a date range for the data.
Once you’ve downloaded the insights you’ll see never-ending columns of data which may at first seem overwhelming. At the bottom, you’ll also see various data sheets containing information such as key metrics, daily like sources, daily viral reach etc.
Each column in the key metrics sheet provides you will different information. For example, if you scroll to the Lifetime Total Likes column you’ll be able to see how many likes your page received over the dates you specified.
Total Daily Reach is useful as well and here you’ll be able to see the number of people your posts may have reached (even from friends of your fans).
Takeaway: Sometimes looking at the tabulated data can provide more insights than graphs. If you’re proficient with Excel, you can slice and dice your data to find out more about your Fans and social media impact.
My recommendation: Don’t be afraid to dive in and see what’s inside!
From learning what types of Facebook posts are most effective to learning where your audience is located, Facebook Insights provides a plethora of useful information about your business page.
However, the key is to take that data and create something meaningful with it. Use the data to track the performance of your page, find emerging patterns, and develop a more effective social media strategy.
What have you learned about your post or audience from Facebook Insights? How will that data help you create a more effective Facebook strategy?