The content strategy is the key for referral traffic on social media
Earlier this year, Facebook announced that it would be changing the algorithm of the news feed. The company mentioned that it wanted to promote the engaging content only on the platform and that can initiate the conversation among users. With the aim to fight against the fake news and maintain the continuous flow of relevant content it came with the such decision. Besides, the social media platforms also said that it knows how much important news content is for user engagement. However, the content needs to be more customized and relevant for the users to initiate an everlasting conversation to create a healthy social media environment.
According to Facebook, the prime motto of the platform is to connect people and let them share their views with each other. In doing so, the company wants to make sure that only relevant and engaging content will surface on the platform. Besides, Facebook also knows that the referral traffic is the basic need of many websites to survive. With the changed news feed algorithm you need to change your content strategy for acquiring the maximum Facebook referral traffic.
With the help of good quality and user-oriented content, you will be able to build a great interaction among users and attain maximum outbound links to your website.
Facebook has shared the reports and analyses of a few publishers across the globe using CrowdTangle to generate more referral traffic. CrowdTangle is a tool for the publishers to track their social media content and its influence. The small tool was acquired by Facebook back in 2016. With the help of this social media tool, the publishers get the insights of their content that is being shared on Facebook. CrowdTangle can be used to analyze the content performing consistently well on Facebook to attract the users. The company has released the latest version of the tool equipped with more helpful options and features for the publishers.
Facebook mentioned that BILD, Germany based news portal uses the social media tool for its 75 Facebook pages. The company covers the news from sports, business, economics, entertainment to a number of verticals. BILD team use the CrowdTangle to keep the record of their every post on the social media pages. The company closely tracks its each and every post using the tool. It helped the company to discover the most engaging content with higher click conversion in real time. Besides, the BILD team also uses the Slack integration for getting instant alerts about the viral and exciting post from other publishers.
“With the CrowdTangle dashboards, we can identify over performing posts on our sites and also keep an eye on how stories perform on other publishers’ Facebook pages. They also help us identify strong content with high engagement in real time”, says Andreas Rickmann, BILD's head of social media to Facebook. Moreover, he also shared that keeping an eye on every post and tracking the overperforming content will help you in getting the clear idea about engaging content for your readers.
If you find it hard to keep the record of the engagement that each post is creating, then you can go for other option. Brut, a media outlet from France has successfully established an active community to bring immense referral traffic to their website from Facebook. The media outlet has used the Interaction rate metric of CrowdTangle to achieve this and building engaging content for their readers every day. The interaction rate is a metric of CrowdTangle that is calculated by dividing the average of all the posts by a total number of fans/followers. Most of the publishers using CrowdTangle consider the interaction rate metric as their ideal way to target the higher referral Facebook traffic.
“Interaction Rate made us focus on our core business, which wasn't video views, but starting convo. Editorially we focused more on these high Interaction Rate stories. The real value is engagement." says, Brut CEO Guillaume Lacroix.
He also mentioned that the secret of the higher Facebook traffic for your website is the 'intelligent content.' Most of the traffic received by Brut over Facebook came from the users who shared the content with their friends. Thi shows that the interaction rate is a much stronger metric that the number of views to garner higher referral traffic on social media platforms.
Facebook is a social media channel with endless traffic for the the websites seeking a massive community of readers. However, with changed news feed algorithm the publishers need to be smart with their content. Here are a few tips that you should always have in your mind
1. Facebook changed news feed doesn't reduce the chances for media outlets to capture referral traffic.
2. You need to work smart with your content in order to make it crisp and relevant that could create engagement over the social media.
3. Use the social media tool like CrowdTangle for keeping a record of your shared content and spotting the overperforming one.
4. Use the interaction metric as the driving factor to create and share the engaging content for improved traffic.
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