Chelsea Hejny is a social media writer at ShortStack, a tab-designing tool that creates custom Facebook Pages. Hejny also works as a president of the American Marketing Association in Nevada.

Creating and managing a Facebook Page for your business or organization is only half the battle. For a Page to have real value, its content needs to be seen and shared. The best place for this is in Facebook’s News Feed. Getting your Page’s content to appear in your users’ News Feeds can prove to be challenging. Facebook uses two sophisticated algorithms called Edgerank and Graph Rank to determine what content is shown in the News Feed. To bypass the complexity, here are six tips to improve your Facebook Page’s News Feed presence.

  1. Content is not always king. The logical thing to assume is that the more content you produce and share on your Page, the better opportunity there is for your posts to be seen in the News Feed. But this tactic can quickly backfire on a Page’s Like count. Posting too often is one of the top reasons for a Fan to unlike a Page. The idea is to post quality content that receives high user feedback, as opposed to having a lot of posts with low user feedback, as this could in turn hurt your Page’s chances of getting into the News Feed. As a simple rule of thumb, limit your Page’s daily content to two to three posts that you think will receive high rates of engagement.
  2. Vary your posts. Often it’s not what you are saying, but what you are sharing that makes a post worthy of a comment, share or Like. Facebook posts that include photos, videos and polls receive the best engagement rates. By accompanying text posts with interesting, trending or funny media content or poll questions, you’re optimizing user engagement, as well as claiming a space in your users’ News Feeds.
  3. Timing is everything. There have been several studies done that provide great recommendations as to what day and what time content is most viewed by Facebook users. These recommendations should be interpreted loosely. Facebook log-on and engagement tendencies vary across Facebook user groups. To determine the optimal posting time for your targeted Facebook audience, you’ll need to experiment a little. Break from your regular posting schedule and see what results come of the change. Once you think you’ve discovered your optimal posting time, take advantage of Facebook’s real-time content stream, Ticker, to post content during that time.
  4. Post about a trending topic. In August, Facebook introduced Aggregated Topics. Through Natural Language Processing, Facebook is able to cluster words in status updates to brand Pages. This means, during the holiday time, for example, if you post something about Christmas, that status update is more likely to show up at the top of the News Feed along with other posts mentioning Christmas. Use this tip to include trending words relating to upcoming events or holidays in your status updates to land your content at the top of the News Feed.
  5. Go manual. Using third-party applications to schedule and post content to your Facebook wall may seem convenient, but there’s a downside. When deciding what content gets in the News Feed, Facebook shows preference to manual posts made while logged into Facebook. It might not be a great enough reason to ditch your third-party app, but it’s something to take note of.
  6. Use Facebook’s new features. Although the task of keeping up with Facebook’s changes seems a bit bothersome, it’s a beneficial thing to do. When Facebook introduces a new feature or service, user engagements with the new product are highlighted in the News Feed over other Facebook interactions. So instead of waiting to gauge whether a new feature will be popular or not, it’s smart to use the feature shortly after its launch to get easy News Feed attention.

Landing your Page’s content in the News Feed is a daunting task for Page Admins and marketers alike. However, using the above tips will dramatically increase your chances of getting your Page’s content noticed.

What tips have you learned for increasing your Page’s content visibility in the News Feed?

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30 Responses to “How to create News Feed-worthy Facebook content”

  1. Jeff Gross says:

    What new features are you talking about? i haven't seen any revolutionary updates that could have been used. I have certainly seen some interesting Apps, but besides timeline haven't seen much. But timeline is only for Facebook profiles, not for Facebook pages.. isn't that correct?
    My recent post How to Increase Your Web Presence Part 9

  2. Seek Media Group says:

    I think the Aggregated Topics actually hurts brand pages. Using your example of posting about Christmas, if a brand used the word Christmas in a post at Christmastime, it would most likely just show up as a link at the bottom of the aggregated posts (i.e. 1,000 people also posted about Christmas). This happened to me during the holidays so I began intentionally omitting words from my posts that everyone was using so that my post wouldn't be lost in the aggregation….or as I lovingly refer to it, the aggravation! :)
    My recent post Why Unsubscribing from Friends’ Comments and Likes Won’t Keep You Safe from Hackers – And What You Should Do Instead

  3. peter says:

    point 3 – Timing is everything…reinforces that you must know your audience and when they will be looking
    My recent post B2B Sales Audio Interview With Nancy Nardin on Tools to Grow Business

  4. [...] Read the entire article here [...]

  5. Point 1 – Not always true, depending on what you are marketing. We're posting 30+ stories a day to our blog, and probably half of them end up on Facebook. But then again, we're marketing content, so that's a bit different than a typical brand page.
    My recent post Foxconn Workers Threaten Mass Suicide

  6. Barry Dennis says:

    I still maintain that to whatever extent Facebook tries to monetize the User's personal experience leads to dis-enfranchisement and eventual disaster. However, reinforcing the User's personal and Group intertaction(s) is rewarding, and the related benefits for Facebook in advertising and promotion are deserved.
    Having said that, the obvious dilution into mass markets from what should be individual universes may not lead to permanent success.
    "Would that I would be king, even if my realm were small. for I value the supremacy of my choices more than the widest range of opportunity."

  7. Good article – and I agree with Seek Media Group that aggregated topics can do more harm than good.

  8. [...] See the article here: How to create News Feed-worthy Facebook content [...]

  9. I'm embarrassed to say I didn't know about the Aggregated Topics. I'm eager to try this feature and see the benefits.
    My recent post Selling Beauty Products? How Do You Become Successful at It?

  10. [...] How to create News Feed-worthy Facebook content [...]

  11. @anitahovey says:

    Some good points Chelsea. I agree with the others that the aggregated posts are more harmful than helpful…no matter the size of your business page.

    Facebook announced in November that they would no longer aggregate posts from 3rd party apps such as Hootsuite, so really is no longer a concern. As well, a recent (small) experiment by Hubspot showed that posting as often as every hour resulted in NO loss of fans. The bottom line is that you have to take the time to figure out for you and your brand what works.

    Hubspot article: http://blog.hubspot.com/blog/tabid/6307/bid/30305

    Annoucement re 3rd party apps: http://www.allfacebook.com/facebook-pages-publish

    And finally, what do you mean by "Using the Ticker" to post content? You can use the Ticker to read what's going on, reply to what others are saying, but that's only in your personal newsfeed, not your brand's page newsfeed. You can't actually use the Ticker to post new content.

  12. [...] How to create News Feed-worthy Facebook content [...]

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  14. Is there some reason my comment was removed?

    • Doris Nhan says:

      Hi Robyn,
      For some unknown reason, your previous comment got caught in our spam filter. Sorry about that — it should be fixed now. Thanks for bringing it to our attention!

      -Doris

  15. I have forwarded this article to staff here, in hopes of educating them the more is often not better, when posting stories to FB Fan news streams. The "Go Manual" point has my interest, as we were leaning toward a timed posting option. Something to think about. Thanks!

  16. Michael says:

    Great article and I agree timing is everything and with national products and different time zones it can make timing complicated.

  17. [...] How to create News Feed-worthy Facebook content [...]

  18. [...] following excerpt, from the article, How to create News Feed-worthy Facebook content, was written by Chelsea Hejny, social media writer at ShortStack, for SmartBlog on Social Media and [...]

  19. We don't necessarily use a posting schedule, I just jump on my page daily to try interacting with as many people as I can and let the page build the relationships as they simmer. If you are interacting with others, you will create more engagement. I just wish Facebook allowed pages to comment on users profiles. It would make it easier to talk to more people, rather than just other pages.
    My recent post Friday Night List, A New Way To Look For Text Ad Exchanges!

  20. Britney says:

    Another idea would be to test out running a few Facebook page post ads. Yes, they cost money, but even with a very small budget (a few dollars) you can have your post seen by thousands of people. We use it to highlight specific tickets for an upcoming event, and it works great!

  21. tijuanabecky says:

    How do you know what new features are out for Facebook Pages? How do you get ahold of the new features too?
    My recent post 8 Quotes from Servolution by Dino Rizzo

  22. Alissa says:

    I agree that images are probably the most useful on posting on facebook. It is hard though to gage what is best received by the fans and what isn't. The funny thing is though, you think no one is reading since they aren't commenting and then a customer calls you and says, I love reading you on facebook all the time! You never know….

    • suzannekk says:

      Alissa, I suggest asking a question at the end of your post, or using the question app. You can even recruit your friends to answer the question, which keeps it active on the newsfeed.

  23. [...] SmartBlogs has a great article on ways to vary what you post on your Facebook page (or other social media outlet like a blog, Twitter, or [...]

  24. [...] How to create News Feed-worthy Facebook Content - SmartBlog [...]