First of all you need to understand and agree that we’re mostly consuming digital content on mobile, now once this is acknowledged the battle is really an unfair one. As on mobile users can consume a wall post image without engaging with it.
What’s engaging you ask? This is when a user does one of the following actions:
- Clicks a link in the post
- Clicks on the photo to make bigger
The last one is crucial, clicks on the photo to make it bigger. You may be wondering why, and it’s simple. By doing this the user is ‘engaging’ with you posts.
Why is engagement so critical?
Facebook only allows a short period of time for your posts to be engaged with. If no one engages with your post in the first 30 minutes to 1 hour then Facebook will deem your content not ‘news’ worthy and will not share it with the rest of your community. It’s not a coincidence that most of your Newsfeed is filled with actual news stories as Facebook are wanting to be more like Twitter. Making your NewsFeed as relevant and timely as possible.
If a user doesn’t want to like or comment on your posts then you have lost engagement. Yes the user scrolled past your post and saw your content but without them engaging with it, Facebook consider that to be a swing and a miss!
Facebook Albums on the other hand encourage engagement as users need to swipe through the album to see more images. You will find more users will swipe through an album to see what’s in it. By doing this they’re engaging with the post. Facebook then think this bit of content could be interesting to more of your community and will share it.
Test: Go to your Facebook page and look at the reach of your wall posts vs albums. You’ll notice the reach is bigger with albums.
Whilst ‘reach’ is a vanity metric, albums allow your community to engage with the brand through ‘photo clicks’. Brand engagement is not a vanity metric and this advise should be considered in your Facebook content strategy.