Fully Optimized Facebook Pages

Seven rules to maximize reach in the algorithm, where we need to be

1. Audience Fit 

2. Video or photo w/Vanity URL

3. Balance of Posts: 75% Link Posts, Heavy on Photo Posts to drive up engagement  w/Vanity URL, staying on FB

4. Integrating Video daily

5. Caption with enough of the story to be picked up by algorithm

6. Striking Photos

7. Timely - Not posting stories on Facebook that have been covered for more than 3 hours prior 

Facebook is Prioritizing Trending Articles in the NewsFeed

Trending

Trending

Trending

Trending

Top Posts

Reach & Engagement - Ranking Importance

The perfect mix for HS:  

- Trending

- Audience: Young Stars ONLY

- Clear captions in our voice

9.7

14.5

10.2

13.1

10.8

Building Stronger Captions: Being More Clear

2.8 % Reach. 21 Clicks

Earlier Stories Get more Views. Linking to bigger stars when relevant

To Improve Reach

• More Clear Caption
• Only post what's timely - Complex posted evening before . Was still trending but not new news
• If its been covered for more than 6 hours, question writing about it 

Marketing will not post OLD NEWS to improve algorithm reach

Strong Reach When We're Early 

7.7 % Reach

11.5 % Reach

7.6 % Reach

Can we post about our audience when not trending? YES. 

7.1 % Reach

15.2 % Reach

Our Audience

Headline: A Tease

Caption: A Tease 

Great Photo

Young Celebrities Are Dominating for us

• Zendaya
  • Trending
  • Young
  • Caption
• Selena Gomez
  • Not Trending
  • Young
  • Caption
• Kylie Jenner
  • Not Trending
  • Young
  • Caption

14.8 % Reach

13.7 % Reach

9.1 % Reach

These Stars are too old and our audience doesn't care about the Oscars, just the red carpet

• All trending or relevant to Oscars and Films, did not convert

Late to the Trend

• Taylor Swift
  • Not Trending
  • Caption not clear

  • 4.2 % Reach

  • Billboard Covered  at 10 AM

• Ed Sheeran
  • Not Trending
  • Audience Fit?

  • 4.5 % Reach

    Vulture 12:12Pm

Justin Timberlake

• Late to Trend
• Caption not clear
• 6.3 % Reach
• E! News Covered at 4:30AM

Lowest Performing

• Reach 
• Timing
• Audience
• Caption

The Wrap 9:46AM

Improve Caption/Photo

Evergreen/Audience fit?

HS posted prior to HuffPo

Photo Only Posts are Killing it

How we can we secure photos with more emotion that are on brand. This tells Facebook that we are not focused on pushing people off of their site 

Summary 

• Timely: If we feel a lot of people have seen it we can't post it, people will not click/interact
• Audience: Focus on Young Stars & Our Influencers
• Captions: Keep in our voice, be more clear 
• Evening Posts: No posts after 9pm PST, schedule for 5am EST, continue to publish when complete

Marketing Action Items

• Only Post Early Trends
• Only Post Content within our audience
• More Photo Posts!
• Daily Video Posts! and build FB Video Strategy
• Limit to 20 per day, one hour in between ideal if starting early EST - 7AM

Editorial Action Items