Last week we explained that Facebook doesn’t show your posts to everyone anymore.

Instead, it tests your post with a small audience.

So the obvious question becomes:

How do you convince Facebook to keep showing your post to more people?

The good news is that you don’t necessarily have to spend more money.

You do have to give Facebook the signals it’s looking for.

If you missed last week’s article you can read it here.

1. Stop Trying to Sell Something in Every Post

One of the biggest mistakes businesses make is treating Facebook like a digital flyer.

Facebook wants content that people interact with—not content they scroll past.

Instead of posting:

“Buy this today.”

Try:

• behind-the-scenes photos
• customer stories
• before-and-after pictures
• quick tips
• local community content

2. Comments Matter More Than Likes

Likes are nice.

Comments require effort.

Facebook knows the difference.

A post with 20 thoughtful comments will often outperform one with 200 quick likes.

Ask questions people actually enjoy answering.

For example:

Instead of asking:

“Do you like our new product?”

Try asking:

“What’s one thing you’ve bought recently that turned out to be much better than you expected?”

3. Give People a Reason to Stop Scrolling

People decide in about a second whether they’ll continue reading.

Use:

• a striking photo
• a surprising statement
• a common problem

Example:

Most businesses think Facebook is broken.

instead of

Check out our latest sale.

4. Mix Educational and Promotional Posts

A good rule is about:

• 70% helpful
• 20% community
• 10% promotional

People follow businesses for more than advertisements.

5. Be Consistent

One good post won’t change everything.

Facebook learns over time.

Businesses that consistently publish useful content tend to earn more reach.

The Biggest Mistake

Trying to “beat the algorithm.”

Don’t write for Facebook.

Write for people.

If people engage…

Facebook notices.

All five of these strategies are designed to accomplish one thing: convince Facebook that your content deserves to be shown to more people. Here’s what that process looks like.

Your Take-away

Facebook isn’t trying to hide your business.

It’s trying to decide which posts deserve more attention.

When your content gives people a reason to stop, read, comment, and share, Facebook is much more likely to expand your reach.

In Part 4 Next Week. . . 

Why Your Email Open Rates Keep Falling

You’ll discover:

• Why Gmail hides some emails.
• Why Apple changed email tracking.
• Why authentication matters.
• Why great emails sometimes never get opened.
• What you can do about it.