Facebook Marketing: Understand The Newsfeed Algorithm | Benji Wilson | Skillshare

Facebook Marketing: Understand The Newsfeed Algorithm

Benji Wilson, Social Media & Entrepreneurship

Facebook Marketing: Understand The Newsfeed Algorithm

Benji Wilson, Social Media & Entrepreneurship

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8 Lessons (29m)
    • 1. Facebook Algorith Intro

      1:25
    • 2. Why You Need To Understand The Algorithm

      2:19
    • 3. What is The Facebook Algorithm

      6:01
    • 4. Facebook Newsfeed Hacking

      2:03
    • 5. Facebook Black Box Strategy #1

      3:11
    • 6. Facebook Black Box Strategy #1 & #2

      3:29
    • 7. Facebook Black Box Strategy #3

      2:52
    • 8. Facebook Black Box Strategy #4 & #5

      7:40
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About This Class

Once you understand the Facebook Algorithm you will have more power when managing and marketing your Facebook page.

In this course I simplify the Facebook Algorithm and show you some simple steps to use to magnify your Facebook reach. 

You will learn the "simple" history of the Facebook Algorithm and how it has evolved; with this knowledge  you will be able to understand how the Facebook Algorithm functions and why!

Once you have this understanding I will then show you 7 AMAZING strategies to use when posting on Facebook. I then show you how to adapt and use these strategies for your Facebook page.

By the time you finish this course you will have the power to take your Facebook page and your Facebook advertising to the next level and reach an audience and potential customers way beyond your followers

See you on the inside!

Benji

Meet Your Teacher

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Benji Wilson

Social Media & Entrepreneurship

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Thank you so much for visiting my profile!

My Name is Benji. 

I am a passionate creative and entrepreneur from Melbourne, Australia!

I love pinpointing the difference between what makes people successful and what makes people fail in all arenas of life and then share with you!

Apart from building and creating... I have 4 cats, I love working out, skating, playing basketball and reading. 

Be sure to reach out to us if you want to connect!

- Benji

 

 

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Transcripts

1. Facebook Algorith Intro: awesome. So if you're running a business or a brand or even just your personal account on Facebook and you want to get more exposure, it doesn't matter if you're a pager if you're a group or if you're a messenger chap. But list, what we're gonna teach you inside this course is exactly how the news feed algorithm works . So why is it when you make a post that not 100% of your audience 100% of your fans actually get to see it? And when we understand that when we understand the factors that go into deciding if your post is good enough for these people to see or not, we can actually optimize and hack this algorithm. So that one we're creating this content and when we're putting it out there for, people see on Facebook and then used for the algorithm are going to be favoring. So I want to make sure that you have the power to put whatever you want out there into the world on Facebook, to billions of people who are using that and have many people see that content and that will grow your brain or grow your personal brand and exposure and get more people back to where matters. I'm very excited for you to join in this course because it's not sort of like a trick or 1/2 that's currently working. Now it's something that you can learn a skill that you can build to actually understand how these platforms such as Facebook work. And then you can apply this toe all there is your business and grow it were made this course for absolute beginners to intermediate people. So wherever you are on that spectrum, I'll see you elected to. 2. Why You Need To Understand The Algorithm: in this lecture. We want to understand the Facebook newsfeed algorithm because this news figure over them, this robot that determines how many people see a post literally determines your success or your failure on Facebook because it's gonna show as many people as it wants Whatever you're posting. And it has the power to literally show a 1,000,000,000 people a piece of content that you post Oh, the news feed algorithm determines what appears on your news feed and in what order. So not only is something going to be appear on your newsfeed, but what order is it going to appear in? Because when someone such as yourself visits your newsfeed, there's on average 1500 potential things posts. Elbow referred them as edges because Facebook called them edges. But they're just postal pieces of content on your news feed from friends, events and pages that could possibly be displayed. Now you're not going to be scrolling through 1500 things. Know what he does that I hope. But you're probably gonna look at the top 10 things that show. And then, if you have not got some spare time, your scroll form ABC. The top 100 things on the news feed, and that's it. But you're fighting against 1500 other potential posts that could be seen. So unfortunately, because of that, having 1000 likes or 1000 followers on your Facebook page, it does not determine how many people see it. But it's just going to influence it. The overall Facebook ogre than gold. Not for you, but for actual Facebook. Facebook's goal is to use this algorithm to find the content that people most want to see. So if you're searching on newsfeed Facebook, want to put the content in front of you that they think you want to see the most cause? Therefore, you spend more time on the app and they conserve you more at so the ultimate cold for brand pages like us is to appear in as many news feeds as possible and as high up as possible and therefore the if we merged these two girls together, our goal is to have Facebook believe that we are the most interesting and valuable piece of content for every single person that follows us 3. What is The Facebook Algorithm: we're gonna go dive into the history of the Facebook algorithm now, starting with their very first attempt at trying to decide what the user wants the most off . So in the beginning, the newsfeed ranking was turning knobs. This is what Chris Cox Facebook VP of products were saying. He said they used to turn photos up a little bit, says that cool. Some post a photo show that two more people turned down platform posts. A little bit of people post text is literally just turning dollars back and forward. So that doesn't matter. They didn't take individuals into account that intake, anything to account, just the post type. The second attempt, which this was about 2000 and eight. Sorry, this is about 2000 and 11 eyes, something called a drink. Now, very important. You understand a drink because this is the coal off. The algorithm still is today. I drank his affinity school times, weight, times, time, decay equals how visible your post is going to be on Facebook. So just to give you a brief introduction, each one of these three factors because obviously Facebook visibility is the sun. Is that what it equals? so we can't influence that. The fact is going into Facebook visibility of the affinity school, which means the connection strength with the individual user. So if you like Nikes Page, depending on how strong your connection with Nikes pages, you're more likely or less likely to see Nikes post, and we're gonna go into exactly what that means in a second, the weight. So the value off the edge type. So that's the content time. That's why we use those full because they have the most value in Facebook's algorithm, and then we have time decay so times since the Edge or the post was created. So the more recent the Post, the more relevant and the more Facebook are gonna show it to people and the order it gets, the less people are going to see it. So we need to dive deeper on these factors because this is literally what standing between you and a huge, huge, huge reach on Facebook. If you can take advantage of these three factors. So affinity school, the connection string between your business page and a fan. So someone who likes or follows your page so it's a one way relationship between you and the fans, it demonstrates how strong a relationship your brand page has to the individual family. A Fendi is strengthened by any interaction with your brand. Whether that be viewing a piece of content, liking it, sharing it, viewing your brand page, um, messaging your brand, all these air gonna impact the affinity school that this user has with your brand in a very , very positive way. So on this, they're not all waited the same, and basically the more effort or time one of these interactions have, such as messaging a page. It's gonna increase the finish school more than it is from someone just liking your content . So that is one of the biggest and most influential factors is the affinity scores of pauses here, or take a bookmark era if you need. So wait is next. The value off the edge type. Wait. Is Facebook's value system to order what type of edges are wanted to be seen the most. So people want to see photos. People want to see videos, people want to see text, and people want to see our stories the most, and that's why they are the most powerful ones each edged has a different default. Wait. Facebook are constantly altering the edge weights to reflect which type of post they think users will find more engaging. And lastly, the simplest one is time to K. So the time since the edge was created time to Kay's how long since the Edge was created done decays the easiest of the variables to understand. Mathematically, it's understood as one divided by the time since the action. So obviously the longer since the action, the smaller the number and the less powerful the Post is going to be so that as soon as you post as soon as you put that piece of content on Facebook, that's one is gonna be the most visible. And from there, it's going to be fading away into nothing. So Facebook wants the newsfeed to always show new and fresh content and therefore hasn't edge ages. It becomes less valuable now. This is the coal off the news feed algorithm. You can see this. It's the balance. The star in the middle is the balance. If you can get the weight right, meaning you use the right edge type or the right content time for such as a video, you get the timing right. So you're posting when most people online and it's really recent a really new update of yours, and then you get the strength or the affinity, right? Meaning you're gonna have people interacting, engaging with all your content. You're gonna have the perfect home run piece of viral content that was a drink, but unfortunately, it's not as simple as that anymore. Even though that's not crazy simple. Facebook has now replaced the drink algorithm with a machine learning based a purge that takes into account about 100,000 factors, so that I just went through three factors with They now take into 100,000 factors. But you don't have to worry because the three strongest factors are still affinity, weight and time decay. They're very, very important that the most important thing, which is why it is important to learn these things but what you need to know on top of this and the biggest thing. The biggest reason bringing up the fact that they have 100,000 factors is because you just need to post high quality content consistently. That is the number one factor, but the thing I really need to stress. Is that you? If you just focus on high quality content and consistently posting it, you don't need all these other strategies. These air only going to help you but don't have high quality content, you don't post consistently. Then it's not gonna work for you long term. It's gonna be great in the short term, and you're not gonna see results long term. 4. Facebook Newsfeed Hacking : awesome here area, and we're gonna jump in together and we're gonna show you based on the understanding you now have off the Facebook algorithm exactly how we can hack it and optimize our content to be shown on. True as many of our audience is possible and as many people who don't follow us as possible , can I show you how to get those viral pieces of content out there into the Facebook world? So to make that make more sense to you, you can see down the left hand side. These are the components off the Facebook algorithm that Facebook's used to determine if your content is important or not. And then up the top are seven strategies to hack the these six factors off the Facebook over them. So we're gonna go through these stretches of the top one by one, and you can see here the overview of what they're actually doing. For example, posting at the optimal time is our first hack. It's going to combat time to cake because it's gonna make sure many people are going to see and interact with your, um, Peter content as possible, because there's more people online and therefore, your post is not going to age as quickly. It's also going come back, last actor, because people are more likely to engage with your post within the last 50 50 actions that have taken if you posted at the optimal time. And of course, global interactions will be up because more people are going to be commenting and interacting and sharing your post because there's more people online. So we're gonna go through all these in detail in much more detail than that. I'm gonna show you how all you need. Now this is the important thing. Don't get overwhelmed. Just know that allow you need is the seven strategies at the top. And if you're doing these seven strategies at the top that we're gonna walk through one by one, you're going to see results with your Facebook content in terms of your reach, your engagement and people taking a hard call to action and going through in buying your product and seven 5. Facebook Black Box Strategy #1: Let's start with number one the optimal time, which is going to maximize time decay, last actor and global interactions. So to hack time decay, we must make sure that all edges are published at optimal times. This is generally when most people are online, so your content can be seen by the most people before the post time decay becomes too strong. Remember the time decay is Facebook waits the newer content as more important than the older content, and you can actually see the average time to get here off the reach off your content so you can see. Um, just after posting your content, you can see you get 45% of your reach will be done after the 1st 5 minutes. Now, that's why you really, really, really have to take advantage of this. That's why time decay is so important, because if you are not focusing on it and you are not making sure people online when you post, you may be posting crickets and no one will interact with stuff. So with that said, what is the optimal time when I use supposed to be posting in order to get the best results you will eventually find the optimum times for your specific page, your specific needs shop specific country using your page inside with that said, This is supposed to be specific to you because every Facebook page is different. Every audience is different. I can give you the general best time supposed when most people are online or just getting online is the key. So the general Best Times post is about 7 a.m. When most people are waking up and they reach for you for their phone and then go through their Facebook feed 1 p.m. Which is their lunch break, which is where they're trying to relieve stress and they jump on Facebook. Five PM, coming home from work or school. And then, of course, at night time around 9 p.m. The traffic really starts to peak, which is people winding down and going to bed. So for high engagement, which remember, that's one of the keys that we want, The more engagement that further purse gets out there, the optimal date The post is generally towards the end off the week, meaning at the end of the week, Facebook actually have more users on the star of the week. So you want the end of the A week and then US trial these times for yourself to start And then, of course, making sure you're trying all other times on top of this timing. Another factor to consider is edge competition. So mawr traffic that's on Facebook. It also means the more brands actually competing for this visibility because there's more post going out at the higher traffic times. So what have I have experimented with and had really good success is by posting my edge or posting my Facebook content just before peak time. So this will allow a momentum to build and have really high global interaction value before peak time occurs. So you can see here the peak time at 10 a.m. It's going up, and what we want to do is we want post on that ramp on that wave up. Everybody's looking at the piece of content because I got in first and started building that momentum earlier. So that's a bonus tip for you to work with 6. Facebook Black Box Strategy #1 & #2: strategy. Number two is optimizing your edge time. So this is going to help. Time to K. It's gonna help the weight that's gonna help the affinity. So we've discussed this a little bit before, but really important go over again quickly. Each type of content, all the stuff of edge has a different purpose and even a different visibility ranking. So this is a post with a link and an image in it. These ones are just texts you can see depending on. If there's a link or an image in the status, it's going to get a different amount of interaction. And if there's not so just a status, something like this, you can see that is the baseline that's 100%. That's the white line across the middle. But when you put a status with a link and a photo like this one here, you can see it got 153% of the likes 204% of comments on 184% of those shares. Just by adding the link and the comment no, only two different edge types affect this, but the size off the edge type So, for example, showed a text updates you can see here had more interaction. Member for you putting your text. I update out there. Keep him. Sure, keep sweet. I'm experiment with the long ones, but you're going to see more interaction on the shorter ones. And then, of course, we've got out for most powerful edge types. Even within the four, they're going to have different weights and different values on once again. Remember, this is the global average sort of weight that's given, but each individual person is going to have different visibility for each one. So it's very, very, very important that you don't just try and post one type of content that you post all four types of this content because the variety content Facebook liking, they don't want a page to get anonymous monotonous and also you are not careful. This individual weight and device preferences, such as people on slower Internet people not connected WiFi will get less video shown to them. So you want to make sure you're going across the four most powerful content updates to make sure that you are optimized for everybody. Following your page, a big one and a simple one. It's encouraging interaction so you can see this affects full four off the food Facebook newsfeed algorithms. So using colder action questions and engaging content to stimulate conversation and interaction on your edge updates, meaning if you are posting something on Facebook and it's basically a photo, but at the end of the photo, you have a comment like a spot. The difference, maybe, is like spot the difference between these photos and commented below, or comment your favorite positive word. You can see these air colder actions or questions that are engaging and encouraging more interaction. What happens is when you encourage more interaction, you can get more views. And when you get more views, it's gonna be a self fulfilling cycle off, then getting more interaction. And then you're gonna get more views and more interaction. And this post is just going to spiral out of control and in a good way, just gonna bring back brand new leads. Have never heard of the business, Never heard of your page or anything to do with you before. Just because you have, uh, hacked into this little cycle of use and interaction of using interaction, you're going to be getting more more people seeing it. One more people interacting with it, and you're gonna get more exposure for your page and your content and people gonna come back and stop falling. 7. Facebook Black Box Strategy #3: So now I've got edge. Spacey. This is another simple but very, very powerful strategy for to take into account and remember, don't have to use all of these judges at once. It's so unnecessary. If you just use one of these strategies, you're way ahead of the competitors who don't know about these things. If you use all seven of the stretching ones. Congratulations. You have a viral post. But don't put too much pressure to remember every single one of these things and try and fulfill it with every single post. A good way to get a lot of fans is to post quite frequently, which we're gonna go through in a second. Eso. We don't need to make sure every single update is fully optimized like this, but we just need to make sure that we are optimizing as much as possible, using 1234 of these strategies for each piece of content. So Ed spacing edge spacing is gonna help with affinity and lost actor. So, by logically spacing your updates or your edges, it's very, very easy to capitalize on the lost actor and further increase affinity with your individual fans. Meaning remember loss. Active means the last 50 actions that a person has taken on Facebook gets higher weight than anything else they've ever done on Facebook. So the average Facebook user actually makes less than 50 actions a day, which is very helpful to know, because, remember, there's last 50 actions. It's so powerful. If one of them was liking your photo, you're going to have a lot off strong affinity with this user, so you could be posting once a day and still be taken advantage off this 24 hour, 50 action cadence, however, respects your edges out five hours apart. Your last active school will be much stronger because remember, if it was in the last 10 things that people have done, you're gonna have a much stronger affinity than if it's in the last 50 people. Last 50 actions people have taken with your page. So another another hack on this loss actor is People are not making actions in Nestle while they're sleeping. They're not using Facebook, so it's easy to rank high on the last actor in the morning if you haven't had so if you have had interaction that previous nights of someone likes one your videos or shares one of videos the night before. It's very important you get up at 7 a.m. Don't get up. Schedule your post at 7 a.m. Because when they wake up the next morning room, but they will still be within your last 10 actions. And therefore, if they're within your last 10 actions, they're going to be way more likely to see that video, even if it's not doing too well because they have this, um, lost actor. Influencing what is coming up in their news feeds that person in the morning, especially if you posted a high engaged post the night before is a very good way to get out to as many people as possible with your post. 8. Facebook Black Box Strategy #4 & #5: strong edge anchoring. So this is going to help with the affinity building that bond with the page, the last act us of people being within people's last 50 actions and global interactions. It's going up the overall global interactions on your post, meaning more people are going to see it, which remember, is the point of the content. So edge anchoring. If someone interacts once the affinity school is significantly decreased, increased and then more likely to see a next edge update. So not only is this within the last 50 actions, but if someone has interacted with the lost post that you have made, they're far more likely to see you next post. So if you build enough anchors and create a strong relationship to always be seen, you're going to be appearing in so many different people's news feeds. So each time someone interacts with your content, view that as an Inca and you can visually represented, this could be visually represented like this. So every time you post, if someone likes it for some comments, someone shares it. Someone messages your page. These are all anchors that you are having this people tied back to your Facebook page so you can see this person on the final list left has the strongest anchor and the strongest affinity to your Facebook page because they've been commenting messaging you and lacking your content that most. And this anchor will be so heavy that anything you put out any piece of content that you put out, they are going to see it instantly because they have such strong anchors built in on your post will be showing shown to them very, very quickly. Now a good way to do this is to actually capitalize on a strong edge or a strong post, meaning if you create a strong edge with high interaction that goes relatively viral. And a lot of people see it always dropped off this success for high visibility on your next post because people have created anchors and people have the lost actor um, influencing what they see and therefore, like this pretty little animation right here. If you have a big beach ball or a big post that's doing really well, follow it up, make sure you keep posting and keep putting out engaging content because people are far more likely to see it and the key here is they don't even have to like your page. If you have a piece of content that went relatively violent, someone saw it. That doesn't even like your page. But maybe one of their friends, like like your page said they sort because the global interactions was so high. If you put out another piece of content merely afterward and they like that first piece of content that you put out there very, very likely to see this would be the second piece of content they like. And they see that day and they're gonna go back and follow your account and, like, a page and go through that funnel of yours. And you know, you can build trust and have them take hard court action to buying your product. So being active on your posts is insanely simple. Once again, a lot of these strategies are insanely simple, which is why it doesn't really matter if you know the news feed algorithm back to front. But just know these small little strategies that were going through the seven of them write them down somewhere, and when you do these, you're gonna have a lot of success on Facebook, so being active on your post will help with post bumping. So making sure your time decay doesn't take your You take your post to the bottom of the news feed in global interaction. So it's going to help the amount of people who have commented and liked your post because you're also in there engaging that so being active on your page on your post creates activity. It encourages more interaction on your postings, so something like lacking your own persists. Just like this. Simple wacko or love or anything is going to increase the amount of global interactions that are being taken place on your post. You can like appropriate comments that someone writes a comment on your post like it, and thats gonna increase the interaction and the engagement and the likelihood that someone else is going to respond on your post, meaning global interactions have gone up. You want to reply and ask questions to simulate even more conversation. So someone's replied to Coca Cola, and you can see Coca Cola come back and replied to that, because look, they've got five mil likes to five more people have interacted with the page, creating those Yankees creating those lost acting lost actor income increases off boost, invisibility. And then on top of that, they've also got this extra comment on the Post, which means that factors into global interactions and more people are going to see it just because people are commenting, such as Coca Cola on their own posts. So that's six out of the seven off the strategies to help you get more visibility for your content. The last one have gone through it. I just need a highlight it one more time because it's so, so, so important. If this was the only thing you did, you'd have insane success. But if you do old seven, you're gonna have even better success if you do every other thing. But this one you're not going to see much access you're gonna see is a very short term success. But in a year from now, your page won't be doing very well because you haven't had a good foundation off great content. So remember, content is king. If you're trying to work around the algorithm, that bottom line is. If content is pull, engagement will be poor content is king live a home like a rap. You just got a note that you need to have high quality content. It's basically what people are lacking. Um, lost thing I want to leave you with because I know this has been a lot of information. You pull. You want to go back much of the second time. But Facebook asks Pay Jones to consider these things before posting to their Facebook page . So it's very important because if your interests are aligned with Facebook, Facebook's interests, you're gonna do very well. So Facebook wants you to consider. Is the content timely and relevant? Is it from a source that you could trust? Would you share it with friends or recommended to others? It's a big one that number three. Before you post anything, ask yourself. Would you share this with friends, or would you recommend it to Elvis? And if the answer is no, maybe find some higher quality content. This is how you know if something's high quality. Uh, is this content genuinely interesting to you? Are you trying to gain news feed distribution? But asking people like the content now have advised you have cold actions like that because it works. But at the same time, you wanted to be genuinely interesting. You want to use both of those strategies? Would you call this low quality postal mean? Would you complain about seeing this in your news feed? This is what you need to ask yourself, too. Discover if the quality of the content that you're posting is high enough and if you Facebook are going to help you promote it, so I hope that's helpful. Those seven strategies all you need to grow a Facebook page, just use those seven strategies and posted high quality content used their six strategies to promote it. You're going to start seeing insane, amazing organic growth your page. And then, once again, member, you can start putting the post out that have hard called the Actions Court actions that helping people go from your Facebook page or seeing your Facebook content all the way through to buying your product or service. And if you can use the strategies on those hard call to action posts, it's gonna blow up. And so you don't just need to do this for the ones that engaging our educational. You also want to do it or, more likely, I'm gonna want to do it for the hard call to action one. So go out there and try and experiment with it and tell me how good these results are because I know they're going to be awesome.