Pro Tips (episode #2): Hosting your Facebook page

You have finally decided to create a professional account on social networks. Congratulations, that's a big step! But when you created it, a question naturally came to your mind: "And now, how to boost your professional Facebook page?"And you are absolutely right!

In this new video, Audrey offers you her tips and tricks to animate your Facebook page. You'll have all the keys in hand to increase your visibility. (Warning, this video is for Facebook pro pages with at least 100 fans).

1. Understanding Edgerank

Edgerank, what is it? It's Facebook's algorithm that regulates the visibility of posts in a user's News Feed. Ok, that doesn't really help you, so let's try to explain...

There are billions of us on Facebook, and billions and billions of content are published every day. Of course, the social network had to set up an algorithm to manage the flow of publications and so you don't see all the publications of your friends, but only 8 to 10% of the published content. This percentage is called the reach rate. Another barbaric expression for the uninitiated? Not at all: it's the percentage of people reached by a publication (reach in English means to reach in French).
On a Facebook pro account, it's the same thing: your community only sees 7 to 8% of what you post. But don't worry, there are tricks to increase this famous reach rate.

To understand how the reach rate is calculated, you have to understand how Edgerank works:

• It analyzes the interest of your fans on a daily basis for your Facebook pages: will a person comment often on your content? Will he/she like it often? Will they share it often? This allows you to regulate all that is "fake fans", fake accounts paid for liking all day long publications (and yes, it exists, but it is now strongly penalized by Edgerank).
• It analyzes the performanceof your publication: beware the past performance of your publications (when you publish, then delete a content for example) is taken into account by the algorithm because Facebook records absolutely everything you do. And this is very bad for your reach rate.
• It analyzes the type of content: the more diverse it is, the more varied it is, the more you will use different features of your page, the more Facebook will encourage you to reach a new audience and go beyond the 8% reach rate.
• It analyzes the recency of your publications: do you have a regular publication rhythm? When was your last publication?

Once you know all this, you can increase your reach rate!

2. Diversify your publications

Often you make the mistake of publishing a photo or a video without going into the features of your page. If you take the time to browse through the different tabs, you'll see that there are a lot of ways to post on Facebook. And the more you diversify your types of posts, the better your reach will be.

On Facebook, you can for example do :

• Carousels: two juxtaposed photos and/or a video that you can swipe from left to right.
• Slideshows.
• Collections: a video presentation and lots of small photos underneath. This allows to take more space in the news feed and necessarily to have a better impact in terms of reach rate.
• Offers.
• Events.
• Gifs...

Test them over a week, over a month... you'll see the result!

3. Check the statistics

We often forget to check our statistics. And there, we still see it coming: "We don't have time, and moreover it's full of numbers, it's monotonous, it's not very sexy to look at, it's complicated to analyze, it's useless..." Think again! It is important to know when your fans are available to come and like and share your posts. Imagine, if you publish only once a week and it falls on the day when your fans are not available, it's a disaster!

Moreover, to consult your statistics, it's very simple. Just go to the "statistics" tab on your Facebook pro page and check the best days to publish and get a good reach rate.

A little extra tip: if you have a website, and you're looking to sell, don't hesitate to correlate the statistics of the Facebook page with the statistics of the web page. If you publish content that is meant to sell, but when you redirect to your website, people are not available to take out their credit card and buy your creations, you are less likely to reach your goal. In general, for such an action, prefer the evening since it is at this time that the children will be in bed and people will be more available to place small orders quietly in their sofa.

4. Beware of self promotion

If you choose to publish only once, or even twice, a week, don't just self-promote your own collections, your own jewelry... Think of different ideas of publication, some of them work very well, like :

• re-sharing information from time to time,
• going a little behind the scenes,
• please with a little joke, a proverb, a quote, little games... This is the kind of publication you can do with Canva in a very simple and graphically very nice way (see episode 1 of the pro tips).

On average, it is said that out of 3 publications per week, only 1 can be a self-promotional product that is intended to sell.

5. Editorial line

If you are on different social networks, you should not publish the same thing and especially you should not do it in the same way. Indeed, on Facebook, Instagram or YouTube, your fans are not the same and you will have to find an editorial line adapted to each one. This is where analyzing your statistics can help you: you will be able to examine the age, the socio-professional category or the interest of the people who follow you to adjust your content.
You have to find a lexical field, a style of sentences, find a tone that belongs to you and that corresponds to your different fans. Don't forget to be brief in terms of length because, on Facebook, beyond three lines, people have to click on "read more" and the reach rate will be less good.
Do some tests, ask your community what they like. Don't hesitate to use emoticons and hashtags to make your content more fun and interesting.

For us, in any case, it's the light content that works best. We don't know about you, but in the evening, on the couch, when we look at our news feed, we want to laugh, to relax, to have fun... So be original and offbeat (while remaining within the bounds of propriety of course!), we can't wait to read you!