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Sunday, September 24, 2023

How follower activity affects the visibility of updates


This article has been written by the experts of a digital marketing agency. Basically, each user is on social media channels with their own personal profile and their own network consisting of friends, acquaintances and relatives, their own personal network. As some users, we spend an average of 4.5 hours a week browsing entertaining and interesting content on various channels, according to research. In addition to this, we follow Facebook pages related to our own interests, such as hobbies, brands or companies. We least want ads or poorly executed content in our news feed because they are perceived as annoying or boring. It is important to take into account the habits and preferences of users when using social media, but this premise is often overlooked when we want to get our own message out to the general public as easily as possible. Is it good for every content provider to think about what kind of content they prefer to follow in their own news feed?

1,500-15,000 different types of content reach the Facebook newsfeed every day. The algorithm behind Facebook’s news feed tracks user activity, aiming to show relevant and interesting content to its users. One that the user has previously committed to and responded to, that is, liked the content, commented on, shared it, or watched the video content. If you do not respond to updates on the page (for example, your own orchestra), Facebook may end up not showing the content of the page to a small number of followers.  Let’s talk about the so-called. natural visibility, which can be as low as 10% of the page’s followers who actually see the updates posted on the page.

As an example, I use the Facebook page of the Symphony Wind Orchestra Sisu. For concert marketing, I posted more content on the page that is very close to what we would like to see on our own personal profiles. That is news, people, authenticity and stories. The updated coverage visible to the administrator means how many users (in the user’s news feed) have been shown the update.

Every like, reaction, comment, and share tells Facebook that the update is perceived as interesting and relevant by the followers of the page. The traditional concert poster brings out informative event information (venue, time and ticket price), but I dare say that more personal stories are more likely to elicit positive reactions from users to updates and content will also be passed on to their own network. With these features (e.g., likes, comments, shares), Facebook increases the natural visibility of the update, which means it will be visible to a larger audience.

Here are a few examples of updates to Sisu’s Facebook page before the concert.

There were soloists in our concert and I asked them for a brief comment on the upcoming solo work. During the joint exercises, the boys also grabbed a picture to post on Facebook. This update garnered dozens of likes, and crappy comments, and according to Facebook, the coverage (= how many individual users have seen the content) was over 2,000 users. Sisu’s FB page only has a couple of hundred followers, so the visibility of the update was ten times the number of followers.

Janne Ikonen’s work for percussionists was premiered at the concert. I asked the composer for a presentation with a few pictures in which he talks about his own background as a composer and musician. Sisu’s concert was carried out in cooperation with the Finnish Defense Forces’ conscript band, so Janne’s story also included memoirs from her tenure. The update garnered a large number of likes, was distributed by a few users and covered more than 3,500 FB users.

Some channels can also easily publish video content or even grab a live video of the training situation. The live videos get a lot of visibility – here the Followers got a taste of the upcoming work and at the same time, the upcoming concert was marketed.

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