Facebook is a social media platform that brings people together. Facebook users can contribute ideas and participate in conversations with others who have similar or dissimilar interests by sharing content such as text status updates, images, videos, and external links such as blog posts.
Check out this comprehensive guide to the world’s most popular social media network if you need a refresher on how to use Facebook to market your business or want to create a personal account.
Along with sharing their own ideas, Facebook users can interact with the content that others share by liking it, laughing at it, expressing disapproval, or even hugging it. Comments and shares are two other ways for users to interact with one another’s content.
Facebook for businesses works in the same way that Facebook for individuals does, with the exception that businesses use Facebook Pages rather than individual profiles. Businesses can use Facebook Pages to interact with existing customers, attract new ones, and manage customer service.
In Action: The Facebook Algorithm
Previously, Facebook used a chronological timeline. This means that the posts in your newsfeed were arranged in chronological order based on the date they were most recently shared by your Facebook friends. If your mother posted three hours ago and your best friend posted five minutes ago, your best friend’s post would be displayed first, followed by your mother’s. That all changed in September 2011, when Facebook announced that the chronological newsfeed would be phased out in favour of a more personalised experience. Rather than seeing your friends’ posts in chronological order, Facebook’s algorithm will now show you the content that it believes you will enjoy the most. This newsfeed is still up and running today.
If your company has a Facebook page, you should spend some time getting to know your Insights dashboard. It saves vital data that allows you to understand how your page is performing and is essential for page growth. The powerful features of Facebook Insights, such as weekly insight summaries and competitive data on other business pages, make it a tool that every marketer should use.
What are the goals of Facebook Insights?
Facebook Insights is an analytics dashboard that allows you to track user behaviour and post-performance on your Facebook business page. Along with key metrics for paid and organic posts such as page views and post reach, the platform also suggests competitor pages to monitor and track.
The Most Important Facebook Insights Metrics:
Your business page’s key performance indicators are summarised in your Facebook Insights dashboard. You can get a snapshot of your page’s performance on any given day and make any necessary changes to your strategy. The most important metrics are as follows:
• Page views – This metric shows how many times your page has been viewed by Facebook users and non-Facebook users.
• Page likes – The number of people who have liked your company’s Facebook page.
• Page actions – The number of times users interact with your business page, such as clicking on a website link or asking for directions to your store.
• Post reach – The total number of people who saw your Facebook post.
• Post engagement – How many times your post was liked, shared, reacted to, or commented on.
You also have video insights, which provide data on the performance of your videos. Among the critical metrics are the following:
• Minutes viewed – The total amount of time users spent watching your videos.
• Total number of video views – The total number of users who watched your video for at least three seconds.
• Audience retention – The amount of time your video’s viewers stayed with you.
Interpretation of Facebook Insights:
Before you start analysing your data, make sure you have a firm grasp on the questions you want to answer. This will help you decide which key metrics to prioritise. Once you’ve determined that, start looking for patterns in the data. Assume, for example, that your how-to posts receive significantly more shares than your other content.
This could imply that this type of content is more appealing to your target audience and adds value to them and their community. As a result, if increasing engagement is your goal, you may want to increase the frequency of these posts.
The data analysis is important, but what comes next is even more critical. Take note of emerging trends and run experiments to gain a better understanding of what your target audience wants. This gives you a better understanding of your audience and allows you to create content that is relevant to their needs. Scroll down and click the “Videos” tab on the left sidebar if your team wants to focus on video insights. Once there, you’ll see your top video metrics, such as watch time and top performers. Watch the video below for advice on deciphering your video insights. It discusses how to use your video analytics dashboard and what analytics can tell you about performance, loyalty, audience, and retention.
Your Facebook Insights dashboard is chock-full of data about the performance of your page and its audience. You can create more engaging content and increase your brand’s revenue by leveraging that data.
You can use the Facebook pixel to track user behaviour on your website and retarget those same users on Facebook to help them progress through the funnel. However, not every visitor to your website should be retargeted via Facebook Ads. Because not every visitor to your site is retargetable, you should continue to segment which website visitors to target.
Consider the following example: Someone checks out your “About Us” page. This is due to a number of factors, including: They may be interested in your products, but they may also be looking for a new job. Keeping this in mind, retargeting users based on their website behaviour may not be advantageous or cost-effective.
Rather, target visitors who demonstrate high-intent behaviours and are thus more likely to convert. Visitors who add items to their shopping carts, for example, may go to your pricing page or read your testimonials. Being selective not only helps you manage your budget more effectively (especially if it is small), but it also helps you achieve better results. There are times when you should reconsider whether retargeting is even the best strategy.
“Retargeting is fantastic when it works,” she said, “but we’ve discovered that in some cases, retargeting site visitors is actually more expensive than prospecting.” It’s just a matter of figuring out what works best for your brand. Simply because Facebook is known for retargeting does not mean that this is the best strategy for your company.
Boosting may not always be advantageous to your goals.
When you boost a Facebook post, you can quickly expand your reach and gain additional exposure. Boosting a post, on the other hand, does not always convert users as well as a campaign.
Why is this so? To be sure, boosting your post will result in more impressions but no conversions if it is not already optimised to drive a specific action.
Depending on your goals, developing an ad campaign may produce better results at a lower cost. The manual bidding feature allows you to keep track of your spending. You can also optimise your campaign based on your conversion goal.
As a result, while boosting a post may appear to be the best option for a brand with little experience with Facebook Ads and a limited budget, it may actually be the opposite. Keep the following points in mind if you choose to use that strategy:
• Does this post have a clear call-to-action (CTA)?
• Will boosting this post help you achieve your goal?
• Would this be more effective as part of a larger campaign?
The answers to these questions will help you determine when to boost and when to pivot. The most important thing to remember here is that there are no hard and fast rules for Facebook Ads. Certain strategies may work well for some brands but not others. Experimenting with different approaches is the only sure way to determine which strategies work.
As the demand for e-commerce grows, Facebook’s position as the world’s largest social media platform becomes increasingly important. The time has come to introduce a new channel in order to increase revenue and continue to serve your clients. Is it, however, too late if you only have a physical store and have not yet launched a webstore? It is never too late to quickly launch a webstore to meet current e-commerce demand. If you choose ViSight Marketing as a Service, we can set up an e-commerce platform for your company in a matter of days (VMaaS).
Consider our comprehensive Digital Marketing services today to ensure your company’s smooth transition into the digital era, the new normal.