I get it.
Facebook can be downright frustrating, and rightfully so. You spend time creating the perfect post with the coolest picture and the most profound quote you can find, only to return a few hours later and see that just a select few of the hundreds or even thousands of your followers saw your post.
And, before you know it, you’re left you feeling something like this:
Well, I have good news for you. Facebook just released a new feature that has the potential to work in your favor. But, before we get started, let me explain a few things.
With close to 968 million people logging onto Facebook daily, it continually proves to be an effective way to generate new leads while strengthening brand identity. But, with this many active users, as you probably have experienced, it’s also becoming increasingly difficult to stand out from the crowd.
As you probably know, or at least experienced, long gone are the days where all your friends or followers see everything that you post on Facebook. As a businesses are posting 31% more this year than they were last, the valuable space in your News Feed is becoming more competitive than ever before.
The goal of the News Feed is to deliver the right content to the right people at the right time so they don’t miss the stories that are important to them.
This is no small feat.
On average, every time someone visits their News Feed, there are 1,500 potential stories from friends, people they follow, and Pages for them to see. With some many stories, there’s a good chance people aren’t seeing everything that you post.
But, here’s the potential solution.
Facebook just released a new feature, Facebook Audience Optimization. According to Facebook, Audience Optimization consists of three related features:
1. Preferred Audience
2. Audience Restrictions
3. Audience Insights.
So, what does this have to do with you? We’re getting there.
After you take your valuable time putting together the perfect post for your business page, Audience Optimization now allows you to add tags to describe the interests of people who are most likely to enjoy your post.
According to Facebook, Preferred Audience uses interests tags to help prioritize Page posts in News Feed for each unique reader based on the topics that are most likely to engage them.
For example, I’m originally from Texas but live and help run a business here in Buffalo, NY. Because I come from a small town in Texas, people love to keep up with what I’m doing and a good way of doing that is through Facebook. But, here’s the deal. I don’t really care about my posts, which are promoting our services or educating our target audience here in Buffalo, to be seen by my dear friends halfway across the nation.
So, Facebook helps me with this process by allowing me to select a preferred audience who is more likely to see this particular post in their news feed—Buffalo people and not my friends from Texas.
Now, this doesn’t eliminate the people from my hometown in Texas to see the post all together, Facebook just prioritizes the post based on the interests that I select.
Pretty cool, right?
Audience restriction is the other side of this coin. This means that you can actually limit the visibility of your content to specific demographics and prevent a post from being seen by people anywhere on Facebook.
This can be extremely beneficial for several different reasons. As you have experienced, organic reach is basically dead and if you’re not running paid optimized ads for your business on Facebook, there’s a good chance that you’re not catching any real traction.
However, now with the Audience Optimization feature, this enables you to narrow down the potential target audience for your particular post which can increase the engagement on your post—which Facebook really likes.
In fact, the more engagement that your posts has, the more Facebook rewards you by giving you more of that valuable timeline real estate in your friends and followers News Feed.
So, are you ready to get started? Here’s how you can make it happen.
Audience Optimization is not available to all pages, but there is a solution. If your page has more than 5,000 likes, Audience Optimization has already been activated and the tool should be available for you to use.
If you don’t have more than 5,000 likes, it’s still available to you, but you have to activate it. So here’s what you do.
Step 1: Click On The Settings Tab
Step 2: Find Visitor Posts and Click On Edit
Step 3: Click The Allow News Feed Box
Step 4: Write Your Post and Select The Audience Optimization Icon
Step 5: Insert Your Interests Here
Step 6: Setup Your Audience Restrictions If Necessary
And there you have it.
That’s how you can get started using your Audience Optimization feature in your Facebook business page. Get creative and make sure that you take some time experimenting with other interests for specific posts. See what works for you.
I’ve just now began to experimenting with this so be sure to look for an update soon!
If you have any questions, feel free to reach out in the comment section or drop us an email.