Facebook posts visibility drop: why is it happening?
The decline in visibility of Facebook posts has long been a problem for businesses and brands. This is due to changes in the algorithm that affect several factors. Let's take a closer look at why exactly this drop is happening and what problems it is causing for pages and brands.
Priorities of the algorithm
The primary goal of Facebook's algorithm is to present relevant and interesting content to users. To achieve this, the algorithm uses the following priorities:
- Preference for personal connections and interactions: the algorithm gives preference to communication and interaction between friends and family. This means that corporate entries are overshadowed.
- Prioritise active audience engagement: the algorithm favours posts that trigger higher levels of engagement, such as shares, comments and reactions.
The impact of the loss of visibility on businesses
The decline in visibility of Facebook posts is causing the following problems for businesses and brands:
- Decreasing organic reach: the changes have resulted in a significant decrease in organic reach for business listings, which means that less content is reaching fewer users.
- Increasing advertising costs: to increase visibility, businesses need to spend more on advertising and promotions, which increases marketing costs.
- Challenges in audience reach and engagement: businesses are finding it harder to reach new audiences and retain existing followers, which can reduce engagement and conversion.
How to use the Facebook post highlighting feature effectively?
To get the best results, it's important to use the post highlighting feature properly:
- Choose posts to highlight carefully: it's important to choose posts to highlight that are interesting and engaging for your target audience.
- Set targeting parameters: target the exact audience based on demographics, interests and other parameters during the highlighting process.
- Set a budget and a timeframe: set a budget and a timeframe for the highlight to get the most out of it.
- Analyze the results: after highlighting, it's worth analyzing the results and learning from them to use this feature more effectively in the future.
Highlighting your Facebook post: How to highlight your post in practice?
Post highlighting is a paid option on Facebook that helps increase the visibility of posts and achieve more targeted results. Highlighting makes your post appear to more users, including those who don't follow your page. You can also customise the time and cost of highlighting and the target audience.
Facebook post highlighting is a simple and effective way to increase the visibility and reach of your posts. Implementing post highlighting consists of the following steps:
- Select the post you want to highlight: find the post you want to highlight on your business's Facebook page. It is important to choose a post with relevant and interesting content that is more likely to attract the attention of your target audience.
- Click the "Highlight" button: In the bottom right corner of the post, click to "Highlight" to start the process. If this option does not appear, you may need to have administrator privileges or the post type may not support highlighting, but trust me, 99% of the time it will work.
- Set your highlighting parameters: in the interface that appears, you can set the duration, budget and targeting of your highlights. The targeting settings allow you to filter by age, gender, interests and location of your target audience. The more precisely you define your target audience, the more effective your targeting can be.
- Check the preview and start the highlighting: once you have set the highlighting parameters, check the preview to see how the post will appear to the target audience. If everything is correct, click "Start" and the highlighting will start.
What purposes can be used to highlight entries?
Facebook's post highlighting feature allows you to optimise your ad results with different targets. Some common goals that businesses use to highlight posts include:
- Increase brand awareness: by highlighting the post, you can increase the visibility of your business or products among your target audience. Increasing brand awareness will help increase customer loyalty and revenue in the long run.
- Increase engagement: featured posts get more reach and visibility, which can lead to more likes, shares and comments. Increasing an active audience helps to build community and strengthen your brand's personal connection with your target audience.
- Generate website traffic: if your goal is to increase traffic to your website, highlighting your post can help you attract more visitors to your website. Use attractive images and interesting content that will pique users' interest and encourage them to visit your website.
- Promotion of products or services: highlighting a post can be used to promote new products or promotions. Highlighting can help you get your offers to as many people as possible and increase sales.
- Lead generation: if your goal is to reach new customers or prospects, highlighting the post can help generate leads. Use compelling offers and content relevant to your target audience that encourages users to sign up, subscribe or fill out a form.
Automatic post highlighting on Facebook: saves time and increases visibility
The automatic post highlighting feature on Facebook allows you to automatically highlight the most important posts on your business page without having to manually set the highlighting for each post. This feature saves time and effort as Facebook automatically selects and highlights the posts that are most likely to be of interest to your target audience.
The automatic entry highlighting function works as follows:
- To start automatic highlighting: first navigate to your Facebook page, where you will see a blue button in the bottom left corner that says "Highlight".
- Highlight existing content: select this feature to display the entries you want to highlight
- You can automatically highlight your most viral posts: a new blue button with the words "Start" will appear in the middle, above the posts you want to highlight.
- Startup rule settings: set the time, the daily budget, your target group and press "Confirm"
- Selection algorithm: Facebook's algorithms automatically select the posts that perform best based on views, likes, shares and comments. The algorithm takes into account the content, timing and interests of the target audience.
- Highlighting: automatically selected posts will be highlighted for the duration and within the budget set by Facebook. This setting can be changed in the page settings and customized to suit your business' budget and marketing goals.Using the automatic post highlighting feature can be beneficial if you want to streamline your Facebook advertising process and ensure that the best performing posts get the most hits. However, it's important to regularly monitor the performance of your featured posts and fine-tune your targeting, budget and content where necessary to achieve the best possible results.
However, there are some problems with Facebook's automatic post highlighting:
- Only works for Facebook posts, not for Instagram posts
- You can select a target sport to start automatically advertising to, but you cannot test multiple target groups at the same time
- You don't know exactly what the algorithm is choosing based on, Facebook doesn't let you see this
- You can only run an automatic post highlighting campaign with an engagement goal, so no other goals can be set
Take control of automatic post highlights
From Infinite∞Ad is a service that automatically generates ads from your posts on Facebook and Instagram Instagram, and then manages the resulting ads completely automatically.
Unlike Facebook's own solution, you have full control over the highlighting and advertising of your posts. You can configure in detail to
- when posts should be automatically converted into ads
- which target groups they should target
- the purposes for which they should be advertised on Facebook
- what should be the factors outside the time limit after which they should stop or even increase the Infinite∞Ad to increase the spending on those ads.
Summary
Facebook's post highlighting feature allows businesses to increase the reach and visibility of their posts and use the social media platform for a variety of purposes. Defining the exact target audience and providing relevant content is key to the success of highlighting. If you use this feature properly, you can achieve significant results for your business.
