Figuring Out Facebook for Lifestyle Bloggers: The Algorithm

As a social media specialist, I spend a ridiculously absurd amount of time furling my eyebrow at the mystical Facebook algorithm. As soon as I figure out how to boost reach, Zuckerberg and his team are already making a tweak to the code. I still remember the days when Like Ordinary Life’s Facebook page was the number one social referral for this little blog. Alas, it is no longer.

I’ve spoken at length with blogger friends about the changes to Facebook, and I’m sure you remember seeing the mass of status updates from pages you liked last spring/summer filled with desperate “ONLY 10% OF YOU WILL EVER SEE THIS POST, PLEASE LIKE IT IF YOU CAN SEE IT!!!” updates. Yes, Facebook has wanted us to pay for promotion for quite a while now.

The fact of the matter is that Facebook is probably not the best social avenue of promotion for your blog content anymore. The future of Facebook is uncertain, as usage continues to decline. I hear “I hate Facebook, I never go on it anymore” much more often than I hear “Oh my gosh, I am so addicted” and that should tell you something. Nevertheless, you shouldn’t cut it out as a way to reach your readership. You just have to figure out what they want (and how to wiggle your way through the algorithm).

Let Facebook generate the link preview for you. This tactic is only a few months old. It used to be that you were better off uploading your own photo and then linking to the post from there. This is no longer the case. In fact, the new Facebook link previews are just wonderful and big (like your uploaded photo USED TO BE) and it’s easier. So let them do that work for you.

Stop saying “link in comments” because it doesn’t matter anymore. There was a short period of time where rumor (and even some decent social media sources) had it that if you had a link in your status update, the reach would be smaller. This was true for a very short-lived time. Now, it doesn’t matter so why would you leave your link in the comments? That’s just obnoxious. Plus, you don’t even need to leave a link if you follow that link preview I mention about. You can go ahead and delete the long link from your text and the preview photo will remain. That’s what people are going to click on anyway, the preview.

Share your content. Be a shameless self-promoter. Go ahead, do it. Let’s get really honest for a minute. We all probably hate Facebook for a multitude of reasons. My top reason? The most active users are those who overshare, complain, brag, and think I care way more than I actually do. Or maybe they know I don’t care, but they want someone to listen. And I think they are bored or something and that bothers me. Either way, Facebook is all talk with nobody to listen to you. BUT… oh, there is a big but here…. Raise your hand if you have ever clicked on a Buzzfeed or Mashable article, quiz, photo, gif (or anything of the sort) that somebody shared on Facebook. You see? People like sharable content. And it does really expand your content’s reach. SHARE YOUR CONTENT.

If you are going to pay to promote, follow the rules. So many times I see blogs with Facebook cover photos that have too much text or a Facebook status that is pure words. The truth is, if you want to advertise on Facebook you have to play by the rules or they will shut you down within HOURS. Keep the text to less than 20%. That’s it. Sweet and simple.

Figure out why people should congratulate you. I’m serious. The best reach I ever got (besides this awful quote I shared about a year ago that went super viral and made me feel super uncomfortable) was the post I shared on our pregnancy announcement. And it wasn’t because it was the best content. Nope. The word “congratulations” has actually been added to the algorithm. Incredible, I know. (You should totally go to my Facebook page and say congratulations on one of my posts…. Jusssttt kidding).

So there you have it. Facebook’s algorithm will certainly change overnight before you have a chance to read this post, but at least I can say I’ve tried to help? How about you? Are you using Facebook to promote your blog? How do you use Facebook in your personal life?

And, lastly, I’d like to start writing more on social media for you all. What would you like to learn more about?