It’s that spooky time of year when all the ghouls and goblins come out. Wondering what creepy costume you can don while taking the kids trick-or-treating? A simple solution might be to wear a t-shirt with the words “SHARE” or “FREE.” If that doesn’t sound scary to you, then you haven’t been living in the upside-down world of Facebook as much as we have.
A Facebook user survey played a big role in creating a sense of fear around these words. In the survey, approximately 500,000 Facebook users were polled, and the vast majority of those users noted that they wished to see more posts from friends and family as opposed to promotional posts, even if those posts originate from a page the users like. To meet the needs of their users, Facebook began making adjustments to their algorithm to flag certain buzzwords as triggers that indicate posts coming from business pages are too promotional. Once a post is flagged, it may show up in fewer timelines, and therefore be seen by fewer users, even if those users have liked your page. It’s unclear exactly when Facebook started making these adjustments, but they were likely initiated as early as 2015, targeting larger businesses and those with particularly spammy posts. In the last year, however, these changes have also begun to affect the reach of smaller businesses.
Buzzwords That Really Bite
So how do you know what words might frighten Facebook into demoting your posts? There’s no official list, but it helps to think like an advertiser. What words are frequently used in ads? What words do you see when someone wants to sell you something? The following are some you might want to steer clear of in posts:
How to Exorcise Your Posts
There’s no foolproof way to ensure that your posts won’t be targeted under Facebook’s algorithm rules, and quite frankly, some of these buzzwords are fairly common; and, as a business, you’ll have to use a few from time to time. The main point to consider when posting is how promotional it sounds and if it can be posted in a different way. For example, posting, “Like this post to receive a special promotional discount!” is not likely to go over well with Facebook’s algorithm. However, a post that reads, “Our team is cooking up something special. Check it out!” and links to a blog post about a giveaway or promotion might reach far more people.
Focus on creating posts that people want to see, such as posts that make them laugh, make them think, even ones that make them tear up. And always showcase your personality so that the people who like your page connect with you and gain a better understanding of your brand. When you want – and let’s face it, need – to get promotional, there is a safe space for just that on Facebook. Facebook advertising is the way to get your agency out in front of more people, without causing a scare, and the best part is that your ad doesn’t have to cost much to be a great boost to your business.
Let corecubed Bust Your Social Media Ghosts!
Ready to get your social media on the right track? Contact the corecubed social media ghost busters! We can help you develop posts and ads that will help you reach new potential clients in your area.