This easy Facebook hack will encourage more clicks into website posts and stories you want readers to see....without having to use a boost or paid post.
Sharing a link—whether it's from your website, a media post, or blog— is one of the great uses of Facebook. Facebook knows that, and they want us to use paid advertising for that post to have maximum reach. Some experts say Facebook algorithms may even penalize us for link sharing in organic posts.
How do you do this and get great organic reach?
Try these three quick things:
Use multiple images.
Load the images BEFORE you share the link
Tag other business FB pages in your post
Multiple Images: Why? People click through multiple images. The Facebook algorithm counts that interaction as an engagement, and it shows your post to more people. I LOVE multi-image posts--if you have strong images. No grouping of images will make up for puny pictures. You can curate tight shots and ones from a grand perspective, with and without people. You may see an uptick in your reach with these posts. Three to five is a good number; follow what works for your feed.
HEADS UP: Don't use ANY image on social media that you don't want to be used in a media story. I'm seeing national outlets source imagery from Facebook with credit to Facebook--even after I've provided strong client imagery. I didn't know the content was being used until the story went live. One statewide NC outlet sourced imagery for an online story strictly from Facebook and Facebook content--and I didn't know the story was being written until I saw it my Google Alerts. Your social feeds have more PR power than you know!
Load images BEFORE you share the link:
When doing a multi-image post, load your IMAGES first. Then, share the link as part of your setup content for the post. Facebook reads that differently than if you share the link first, and the post is formatted around the URL. For example, if you are a restaurant and you share the URL to a media story or a new blog post, use at least three strong images from the story or post. If it's a story from a third party, screenshot their images for use and credit the shots in the image caption or in the post.
If the URL you are sharing is a round-up, and you're only one mention out of ten, use the image of your business showcased in the round-up. Then share more photos of your own choosing. No one says you have to showcase a competitor that's also in the round-up.
Qualifier:
Sometimes, a simple one-image post with a clever set-up sentence and URL will do well, especially if features content your audience loves. For one of my clients, a single image post with NASCAR legend Richard Petty goes off the charts.
The secret is to alternate the types of posts in each week's social plan and see what patterns work best for you.
Finally: Tag as many business Facebook pages as possible in your post--either in the comments or in the post itself. How to tag or mention others? Use that ampersand, and pull down to the correct business or organization name (example below). Can't get the right business to come up? Go to the Facebook page and look at the words in the business page's Facebook URL. Try those words to pull up the right feed.
Tagging alerts people and businesses showcased in your story or blog that they might want to share, comment, or like the post. It's the equivalent of a social media "handshake" or "heads up." This is easy to do if you're using multiple images.
If you run a travel-related feed, these types of posts may already mirror blogs, media, and content your followers want:
Five Great Restaurants/Hotels/Cocktails/Breweries With Outdoor Dining
Mark your calendar now for these Spring events
Four great places to get outdoors
Five spots for rainy-day family fun
Join these great chefs at our next event
With client posts, I have alternated between tagging these entities in the post comments or in the set-up copy. I haven't seen much difference. You don’t want your set-up copy to look junky, so use your judgment and look at what has worked best for you. I’ve seen both long and short posts, too. Again, variety is the key. A few examples of tagging, longer posts, and use of multiple images follow...click to see the actual posts.
The posts above have worked for me or pages that I coach or admire. I’d love to know how it works for you. Every account is different—even in the same industries, I see LOTS of variation. Facebook remains one of the most important platforms for today’s lifestyle businesses. It’s easy to overlook its role as we noodle TikTok and Instagram reels.
One last tip: You won’t get ANY traction or growth on any social platform unless you are liking and COMMENTING on the posts of feeds you follow. You also need to consistently follow new friends to grow your feed. Occasionally sharing others’ posts is essential to triggering Facebook or Instagram algorithms. If you’re a restaurant or hotel, share news of concerts or events nearby. If you’re a destination marketing organization, share event news from your partners, sunset shots from visitors (with permission), etc.
Take care out there and let me know if this helps grow your feed!
--Susan
Susan Dosier is the President of DK Communications Group, a Charlotte-based food, travel and hospitality marketing and content company.
Find more helpful tips information....
How To: Steps for Facebook Live (another great way to boost organic reach and grow your Facebook following)