Since early 2013 Facebook has made changes to the ‘algorithm’ that determines what content actually makes it into a user’s feed. I’m assuming you knew that. This had a drastic, if not overnight, effect in January 2013 when the average views a non-promoted post from a page halved from around 30 percent of page likes to around 13 percent on average! Ouch.
I believe this is probably a good thing for the future of Facebook although it may have left a sting to page owners who depend on the platform as a major revenue building channel. Without going into the details too much, Facebook ‘curates’ what posts make it into a user’s timeline in an effort to; (a) keep them on the site so that they can (b) serve them ads and make money. It’s a good thing because I think it will increase the quality of posts because pages will have to be more creative and push higher quality content. The downside is that it may eventually lead to more paid posts in user’s feeds. We’ll see.
The one type post that will go viral on Facebook
Pictures of me. No, not pictures of me as in me…Vince. I mean pictures that users see and think; “That’s so me“. Or in some cases, pictures that they are actually in (or think they are in). Images, by far, give you the best chance to hit a larger segment of your page likes and beyond; there isn’t much debate there. Links are getting hammered on by Facebook because they send people away from Facebook so they’re not going to give you much exposure there. Videos (uploaded into FB vs. linking up YouTube etc) do okay but as more and more Facebook traffic is on mobile devices users are watching (and sharing) less videos.
That’s so me
Here’s an example of an image that went ‘viral’ that we played on a pretty new page I manage for my cycling team here in Austin. Viral meaning that it garnered (as of today) views that were 25 times the number of page likes. It is the quintessential ‘that is so me’ image. The shares go nuts for this type of picture, especially when its targeted well; in this case to cyclists.
A photo of ‘me’
This image is of an event where we gave everyone in the auditorium glow sticks to hold up all at the same time. The event took place three times and this photo is of just one of them. Because users were there and ‘in’ the picture they shared it en masse. That’s the key to getting more views; leveraging the influence of users sharing the content on their timelines. People like to share pictures of themselves, its kind of the whole point of Facebook in the first place.
You can start right now with the ‘that’s so me’ image targeted at your page’s niche and moving forward, build in a workflow to actually get images of your fans.