Mention the Facebook Algorithm to a small business owner one day and watch their reaction. To most of us, it's become a gigantic albatross around…
How Going Live on Facebook Every Day Can Kill Your Algorithm
Yes, you heard me right. Simply going creating Facebook Live posts multiple times a day, or once a day every day for a random number of days will not help you grow your business. In fact, if done incorrectly, going live multiple times each day is more likely to hurt you way more than it’ll help you. Before I go any further let me just say that there was a time when it was true, a time when you could brute force the algorithm into giving you the Edgerank score you wanted by just overwhelming it with content.
Back when content was king. Back before April 2018.
But now, things have changed. The “new” Facebook as envisioned in Mark Zuckerberg’s manifesto earlier this year has been released, and with it comes a whole new way of publishing content. A whole new way that does not reward quantity over quality.
By saying this I don’t mean that the quality of your video needs to be Spielberg level stuff. What I mean specifically is that the content you produce needs to be the kind of content your audience wants to engage with. Depending on where on the platform you’re posting, your audience is comprised of:
- For your Page – Your Followers
- For your Personal Profile – Your Friends
- For your Group – Your Group Members
Video is Still the clear winner
It is true that when all forms of content posted on Facebook are taken into consideration, live video still ranks at the top, receiving 600% more interaction than other types of posts. But there’s more to the story than that. It’s not a cause and effect situation, where simply the act of going live will attract new viewers to your page.
Why Does it Work for Some People and Not Others?
I won’t deny it, the fact of the matter is that there are people who start going live every day, sometimes two times a day, and they see their sales skyrocket. However, just because there is a correlation between the two, it doesn’t mean that one directly caused the other. If that were the case, then all anyone would need to do to get their group members and business page followers up is go live every day for 30 days, or 45 days, or 90 days, and that would be that. And, if that were the case, then why isn’t every person seeing an increase in their viewership?
The reason is because Facebook is a complicated AI that no longer rewards people for simply posting or going live. It’s looking at a number of other factors when determining whether or not to show someone’s content to members of their audience. Factors like:
- If the content is shared over Facebook Messenger.
- If the content is Liked or commented on.
- If the content receives multiple replies.
- “Meaningful interactions” between users
Which means that if you go live or produce content that doesn’t fulfill any of the priorities listed, it doesn’t matter whether it’s a blog post, an animated GIF, a prerecorded, or a live video – it’s not going to end up in feeds in a significant way. Which means in order for Facebook to prioritize your content, you need to (a) know who your target audience is so that you can clearly identify the content that will attract them and (b) use that information to create posts and videos that they want to engage with.
Reasons Why it seems to work for some
This also means that its highly likely that those who are seeing an increase in their viewership are observing the meeting of a many influencing factors like:
- Type of content offered
- Amount of words in the description of the live, use of emojis, relevant content tags
- Distribution of interests in their audience base
- Edgerank score prior to going live every day or multiple times every day
- Target Audience/Ideal Customer identification and targeting
- Engagement level on prior posts made recently in the day
- How recently they connected with some raving fans who will share their content
- Timing of their live show in accordance with their target audiences schedule
- Shareability of the content within the live
What Happens if you just do it?
If you simply go live each day just to go live, without taking the factors above into consideration a few things are likely to happen:
First, the more content you post that your audience doesn’t interact with, the more Facebook thinks that people just aren’t that interested in what you have to say.
Second, it starts to watch your behavior for signs of spamminess. Remember when you post multiple times a day on a page or group without interaction, Facebook starts to think of you as spammy, and it’s going to immediately try to protect people’s news-feed from your content by de-prioritizing it.
Third, you start to feel frenetic and panicky because no one is engaging. Which means you spend additional time creating more posts and doing more things on Facebook. This is in an effort to get your audience’s attention. Which essentially will result in exactly the opposite outcome than what you were hoping because you start to look frenetic and panicky.
What do I do instead?
Going live is an essential part of your Facebook diet, but that doesn’t mean you have to do it every day. According to Facebook’s Head of News Feed Adam Mosseri, Facebook began to “shift ranking to make News Feed more about connecting with people and less about consuming media in isolation.” Which means that in order for you to see the increase that you’re looking for in your viewership, you need to create content that connects people to each other.
That may sound like a tall order, but don’t worry. It’s doable. The first video I did on my business page had a couple hundred views to start and 0 shares. Now, 4 months later my videos routinely have over 3K views and 27 shares. My regular wall posts receive tons of comments, double or triple digit shares, and tens of thousands of impressions.
And the truth is: I’m no one special. I’m not doing anything special. I’m not doing anything secret. I only did 2 things.
- I identified my target audience (you)
- And I created content specifically for you and only for you
I only go live once a week on my business page. Every day in my paid closed group, and rarely in my open public group. I work hard just like you. We are basically the same in that I create content for an audience and I have to work hard to do it. You also need to create content for your audience work hard to do it. But it has to be for your specific audience. There is only one major difference other than the product.
I have a content strategy based entirely upon embracing the algorithm, that completely ignores what everyone else is doing.
So Are you saying I shouldn’t go live every day?
I just want to clarify that I am not saying going live every day is going to hurt your algorithm. I’m also not saying that if you’re seeing results from it that you should immediately stop. What I am saying is that in order for that strategy to be successful, you need to take other factors into consideration. Going live every day needs to be part of a content strategy. It cannot be considered the magic bullet that is binary. If you do it you will succeed. If you don’t you will fail. There are plenty of people who are successful going live every day. There are a lot of people successful by going live once or twice a week. You just have to make sure you are taking other factors into consideration. You need to know why it works, so you can make it work for you.
And you can do that. There are plenty of ways to do it, but here are 3 steps to get you started:
- Take a look at my video that talks all about the Facebook Algorithm, and explains how it works.
- Spend some time determining who your target audience is. You can search Google to find guides, or you can write a character description for this person, or you can do it by completing MDS210 – Identifying Your Target Audience Course.
- Then, you may want to head over to the Business Strategy Group. It’s a free group created for small business owners and direct sellers to help each other understand the Facebook algorithm.
Going live is important, and you should do it. But don’t feel like you have to do it every day or else your business has no hope of succeeding. Don’t get caught up running someone else’s race. Spend some time learning about how the system works. Focus on identifying who your target audience is. Craft a content plan targeting those people! Slowly but surely, activity by activity, you will start to see a difference.[/vc_column_text][/vc_column][/vc_row]