This is a common frustration amongst small business owners. Although you may have a high volume of people who like your Facebook page, only a small percentage of them are going to actually see your post in their News Feed. This is because of Facebook’s algorithm that predicts what the most important stories are for each user. The News Feed algorithm responds to certain signals to determine which stories to show. These signals include:
- How often a person interacts with the store (by liking, commenting, sharing, or clicking on links).
- The number of interactions the store’s post receives from everyone, particularly the person’s friends.
- How much a person has interacted with the type of post in the past (ex: text updates, photos, links, or offers).
- Whether or not others are hiding posts or reporting them as spam.
Use these quick tips to maximize your exposure and interaction rates.
Create engaging content
When you create engaging content, more of your shoppers will interact with you online, signaling to Facebook that your content is worth showing to more shoppers. Get some ideas on how to create engaging content here.
Create content worth repeating
Word of mouth is the best form of advertising, so create share-worthy content and watch your shoppers do the advertising for you! Make it easy for shoppers to like, tweet, and pin photos of your merchandise from your website so they can show off your merchandise and your store to their family and friends.
Optimize your content for interaction
Engaging with your shoppers on social media is key to maximizing your exposure. Make sure your posts include an image, a link back to a relevant page on your website and encourage shoppers to comment to take full advantage of all possible interactions. Keep it interesting by showcasing your merchandise in unique ways throughout the week. For example, you can feature merchandise from a well-known brand with a trivia question or create an outfit to encourage multi-item purchases. Ask questions to learn valuable feedback from your shoppers.
Facebook’s News Feed algorithm looks at over 100,000 individual signals to determine if a story shows up in that person’s feed. While Facebook doesn’t provide specific details on the exact signals, studies have shown that posting frequently (1-2 times per day is the recommended sweet spot) has led to better engagement and exposure on Facebook.
Stumped on what to share?
It can be hard to come up with clever and timely content on a daily basis. Find and follow companies that inspire you. We’re here to help, too! Sign up for a Boutique Window account to receive content inspiration in your inbox twice a month. Here are some examples:
- Make your merchandise look stunning. Take pictures of your merchandise using natural light and photograph alternate views to show off special features or style variations.
- This or that? Post a photo collage of two different products to get customers’ opinions on what type of merchandise they prefer.
- Build the hype for a big upcoming sale or special event. Post details of what to expect in the weeks ahead and share photos of merchandise that will be included in the deal.
- Going, going, gone! Share a “last call” post when you’re down to limited sizing and availability of a specific item. It’s a great way to push your remaining inventory!
This post is a part of our “Promoting Your Brick and Mortar Online” blog series. We give you simple tips to make sure you are promoting your store online in the right way to maximize your exposure and get the most out of your time.