Ever heard someone use that fancy-pants word, algorithm?
As in, “Facebook is always updating their algorithm”?
As you might know, Facebook’s algorithm is what determines how many people get to see each post you make (aka, your “reach”). And after several recent algorithm updates, many Facebook users are mad because their posts are reaching significantly less people — whether posting from their personal profiles or business pages.
And it’s true. I can personally vouch that Lighter Side’s reach has also dipped. All because of Facebook fiddlin’ with that dang “algorithm” of theirs.
There was a time when my posts would reach more people than were following the Lighter Side page. In fact, it happened regularly… all because Facebook was very generous with how many news feeds they put my posts into.
Those were the good ol’ days.
Then one random Thursday, about a year ago, it happened: my Facebook reach came to a screeching halt. I remember it vividly. I still jokingly refer to it as “Black Thursday”.
Everything I posted that day was a dud. All the likes, comments, and shares plummeted from what I was used to.
And it wasn’t just a fluke. Black Thursday turned into Black Friday, Black Saturday, etc.
I couldn’t help but wonder, “Am I losing my mojo?!”
After devouring every article I could on the subject, I realized I wasn’t the only one. Lots of people were experiencing poor engagement from their audiences. Everybody was in an uproar.
Luckily, I found out that my mojo wasn’t the problem; it was my reach.
Unfortunately, Facebook’s algorithm controls a post’s reach, and that’s something you and I can’t control. We’re all at their mercy in that way.
I was getting nervous…
… nervous because I was losing the attention of my followers. Whether you realize it or not, our ability to command people’s attention and tell our story is everything.
It’s the whole kit ’n kaboodle. For me. For you. For every business. We all compete to be heard in this “noisy” online world because it’s where all the eyeballs are these days.
So I started experimenting with different types of posts, and I discovered that one particular type of content always reached far more people than anything else.
I was floored by how effective it was. It turned everything back around. People started engaging again, and all was right in the world.
As time went on, that single type of content led to a ton of new exposure for the Lighter Side of Real Estate. And it still does to this day.
And if you use it, it will help your personal brand get more exposure, too.
So what is it you ask?
VIDEOS! (Keep reading, we’re not done yet.)
You’ve probably already heard that video marketing is important. Of course it is. Statistically, people would rather watch than read. Plus, your clients and prospects are more endeared to you when you show your face.
But this is different. What I’m saying is that Facebook gives video posts greater reach. How much greater? I’ll actually show you in a minute, but for now I’ll just say this…
Videos crush image posts.
Videos crush text-only posts.
Videos crush link posts.
But not just any videos will work.
You must upload the video yourself for maximum reach. See, there’s a huge difference between uploading your own video file vs. sharing somebody else’s video post. Facebook rewards those who upload videos with far higher reach.
To help illustrate the power of uploading them yourself, below is a screenshot of the Lighter Side’s Facebook analytics. It shows our average reach per post over a recent 7 day period.
Hopefully that image isn’t too small to read on your phone, but in case it is, here’s what it says:
Videos that I uploaded reached an average of 693,056 people.
Photos reached 151,269.
Link-posts to articles reached 113,167.
Text-only status updates reached 25,864 people.
But get THIS…
When I shared viral videos that other people uploaded, I only reached 62,150 (compared to 693,056 for videos I uploaded!).
Note: These stats represent my average reach per post. In other words, the fact that video reach crushes everything else isn’t affected by how many of them you post.
See what I’m getting at? Video is king in Facebookland. Yes, for pages as well as personal profiles.
So start uploading your own videos!
Don’t be bashful; think of a good idea, get your pretty face in front of a camera or phone, film yourself, then upload it to Facebook. You already know how powerful this is for branding.
I create all my videos with maximum shareability in mind. I want them enjoyed and shared by regular folks (buyers and sellers) and real estate pros alike. And because of this, you’ll be able to use them as marketing tools that create good feelings in your social following.
For example, remember this one below? It has almost 10 million views, and over 194,000 shares.
I’d say it has broad appeal. :)
See, I like creating videos that subtly tell a story. I weave in a message on behalf of agents who share them.
Often times the theme is something like:
“This is what it’s like being a real estate agent” or
“I work hard and I love what I do” or
“I’m a serious professional, but I’m also a real person with a sense of humor”
Now, simply typing those things in a status update, for example, would induce a snoozefest among your followers. Sorry to be so blunt, but it’s true.
However, when you convey those same things in an entertaining video… then you’re in a totally different ballpark. Trust me because this is exactly how I’ve built the Lighter Side brand.
The Big Takeaway: If you don’t want to get lost in all the “noise” online today, always, always, always deliver value when promoting yourself online.
Be entertaining. Be resourceful. Be a real human.
I see too many agents using the “me me me” marketing model, or the “listings listings listings” model. They use social media as a megaphone to talk about themselves while bringing no real value to their audience.
That type of marketing used to work, but there’s just too much content out there to compete with nowadays. Too much noise. Play that game these days and you’ll bore or annoy them. (Except your BFF, they’ll always give you that obligatory like).
Instead, focus on content that lies on the periphery of real estate (like real estate humor, articles about home hacks, etc.). If you do, you’ll enjoy more success because you’ll command more attention. And you’ll command more attention because you’re approaching your market from a “value first” perspective.
Btw, I’d be happy to chat about any questions, comments, or suggestions you may have — just go back to the email that brought you here and hit reply!
Chief Chuckler in Charge
P.S. Did you read my last email? If you haven’t, here it is: Something you should know about the Lighter Side…