February 22, 2021 - Brittany Garlin
Social networks have become a key marketing tool for promotion, which many companies and brands can hardly do without. A marketer who promotes products or services can work with 5, 10, or more accounts in different social networks at the same time. Naturally, this takes a lot of precious time, which the marketer often lacks. The rapid development of these networks has logically led to the emergence of social media tools and technologies that simplify the posting process. Convenient and easy-to-use social media auto-posting services and tools have become very popular today.
No doubt, the 3rd-party scheduling tools open up new opportunities for business promotion in social networks. In addition to the standard auto-posting function, many services offer to select the most appropriate publication time, make analytics on the number and behavior of subscribers of the account. Such websites and applications are also indispensable when you need to make a content plan for a month, analyze different target audience parameters, access a preview of posts, and track the UTM data.
Still, marketers get questioned if it is true that such useful and sometimes irreplaceable SMM services may hurt marketing results. Can they harm the company and hurt the organic reach of its audience? Keep reading to check out the results of a few research pieces and get essential tips on increasing your social media page’s reach and engagement.
You could hear some rumors that social networks, in particular Facebook, have begun to punish users for using 3rd-party social media services. The main argument of those who believe that “manual posting” is more reliable was that post scheduling tools ruin your reach and engagement. But is this really the case? Sendible and Buffer did their own research based on testing Facebook reach of 3rd party scheduling apps. They are a bit different since both companies analyzed the data that was readily available to them. Let’s check the results and conclusions.
Sendible used Facebook’s Open Graph API to get a better understanding of levels of reach and engagement for the Facebook posts. That helped to see how many fans a Facebook page had and the post’s number of likes or impressions.
Fifty-eight different Facebook pages and 5000 posts were analyzed. They covered various industries and post sizes to achieve real results.
The overall conclusion is that posting via 3rd-party social media tools does not negatively impact Facebook post engagement and reach. You should note that the engagement might be lower if you post to Facebook through Instagram.
For a month, the Buffer team and a few marketers and brands tested 200 posts across 35 profiles. Buffer tool was not the only one tested to achieve meaningful data.
To conclude, some types of content performed better than others, no matter how they were posted. This means that the content’s quality is the essential factor determining your social media promotion’s success. The importance of video marketing was verified and confirmed. Compared with links and photos, video content increased the reach and engagement of Facebook and Twitter posts.
The researches show that Facebook is NOT punishing posts made via social media tools like Buffer, Sendible, Hootsuite, etc. These tools are still your perfect helpers to deliver great content consistently and on time.
It is also worth recalling that social networks themselves affect the reach and engagement, continually changing the ranking algorithms. Analyzing such data as clicks, likes, comments, etc., affects what we see in our daily Facebook feeds. That is why the question about the loss of a certain reach can also be addressed to the social network itself.
The easiest way to explain the controversial issues of your posting is to blame 3rd-party services. The root of problems can often be related to issues that seem to be 100% solved. Here are some other possible reasons for the loss of audience reach:
Why should you care about increasing reach and engagement?
Paid advertising is an essential tool in promotion, but it should complement your organic engagement strategy. If you have organic content, you will enjoy several advantages:
The posting schedule for a week or a month will help you determine the promotion strategy in advance and select the desired content type. A competent scenario is a key to success if a business needs promotion in social networks. After all, the more diverse and interesting the profile is, the higher the subscribers’ loyalty is.
Your posts should be engaging and encourage subscribers to communicate in the comments. You and your competitors have a similar audience, so you should evaluate their content. Check what topics are gaining more reactions and what topics are more open to discussions.
Emotional posts evoke empathy and motivate your users to share their own feelings. By evoking positive emotions, you attract attention to the post. In turn, negative emotions (and even shock) confuse and deaden critical thinking. Depending on the goals, any polarity’s emotional text works perfectly; often, the positive is combined with the negative. Humor works at 200%, but it devalues the seriousness and importance of the content. In other words, it is a great tool, but not always appropriate.
It is a simple and obvious technique to ask the readers’ opinion. All the people consider their opinion important; you just need to allow them to express it. Openness is the new black. Being “closer to the people,” many companies have long been enjoying the customers’ loyalty and love. And even if you are not yet ready to publish the annual report to the public, be open in communication. After all, social networks are created to be closer and erase the border between “client – company.”
This is a popular method of promotion, which can be either absolutely free or minimally expensive. For example, you need to promote your handmade chocolates. You can negotiate with the organizers of kids’ holidays and try bartering. You advertise them on your account, and they advertise you on their account. The publications’ formats can be different – starting from a simple informational post about a partner, ending with joint competitions and other collaborations. With this method, there is a kind of audience exchange, thereby increasing the reach and engagement.
Track your audience’s traffic, compare it with the generally accepted results, and calculate how many posts appear in the feed at this time. If there are many posts, then there is a risk of getting lost in the feed. It may be worth considering using contiguous time intervals. In any case, you cannot accurately determine the best time to post without running the appropriate tests — experiment!
We play on Facebook trends — we post what the social network craves. The growth in the popularity of video content is not slowing down. Again, the video gets more reposts than the standard post. Videos are useful in many situations, but most of all, they are good when you establish contact with the audience, create a short instruction, teach something.
The twenty-first century can be safely called the era of visual marketing. A modern person does not spend time on a leisurely reading of newspapers in the morning but quickly flips through the news feed in social networks. Posts that contain high-quality images or videos attract much more attention than text posts. Having compelling visual content can improve your social media look and feel and increase your brand awareness.
Today, opinion leaders are becoming an increasingly powerful and influential channel of communication. Opinion leaders are the link between a brand and its target audience. By establishing contact with consumers, you will get honest feedback. And this is one of the fundamental aspects in the development of your brand. Consumers will start interacting with opinion leaders’ posts. In the discussion, you can see how people react to the product and what they want to change. You will get closer to your target audience and show consumers that you care about them and your products/services’ quality.
As you can see, many factors influence the reach and engagement of a Facebook business page. Still, you should not worry about the harmful effect of 3rd-party tools and services. The researches clearly showed that posting via 3rd-party social media tools did not negatively impact Facebook post engagement and reach. Get the most of the social media tools to increase the number of potential customers and sales level. And remember that high-quality content is the key to greater reach, new audiences, and customers.
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