{"id":22263,"date":"2018-10-12T23:13:29","date_gmt":"2018-10-12T16:13:29","guid":{"rendered":"https:\/\/gudjob.net\/?p=22263"},"modified":"2026-08-18T23:07:19","modified_gmt":"2026-08-18T16:07:19","slug":"chien-luoc-dang-bai-tren-facebook-giup-tang-do-tiep-can-va-tuong-tac-gap-3-lan","status":"publish","type":"post","link":"https:\/\/gudjob.net\/en\/blog\/chien-luoc-dang-bai-tren-facebook-giup-tang-do-tiep-can-va-tuong-tac-gap-3-lan\/","title":{"rendered":"Facebook posting strategy helps increase reach and interaction 3 times"},"content":{"rendered":"<p><!--kg-card-begin: html--><\/p>\n<p><em>Quick note: This post was written in May 2017 and updated in March 2018. The posting tips and strategies listed below continue to work despite recent changes to Facebook's algorithm.<\/em><\/p>\n<p>\u2014\u2014-<\/p>\n<p>In October 2016, we changed our Facebook posting strategy significantly.<\/p>\n<p>Gradual but noticeable changes in Facebook and Instagram's algorithms, along with brand marketing trends on Facebook, meant we had to start new experiments or continue to watch. <strong>decline in reach and engagement<\/strong> <strong>when not running ads<\/strong>.<\/p>\n<p>Displaying content on Facebook is not a simple task.<\/p>\n<ul>\n<li>1 million shared links<\/li>\n<li>4.86 million photos uploaded<\/li>\n<li>763,888 status updates sent<\/li>\n<\/ul>\n<p>Clearly, change is needed.<\/p>\n<p>We reduced our posting frequency by over 50% on Facebook and started to really focus on quality instead of quantity. <a href=\"https:\/\/gudjob.net\/en\/quan-ly-fanpage\/\">social media management<\/a> Even the most optimistic are unexpected:<\/p>\n<p><strong>Our Facebook reach and engagement started to increase even though we were posting less<\/strong>!<\/p>\n<ul>\n<li>Reach has tripled from 44,000 to 150,000+ per week on Facebook<\/li>\n<li>Average daily engagement increased from ~500 to over 1,000 thanks to Facebook content.<\/li>\n<li>There are more and more articles reaching 5,000-20,000 people (before this number only reached less than 2,000 people).<\/li>\n<\/ul>\n<p>I'm excited to share with you the data behind this growth and what's behind my latest Facebook posting strategy.<\/p>\n<h2>Let's dig deeper!<\/h2>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/fb-reach_32fc6bab51124a858a9d38b0cfee5140_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/fb-reach_32fc6bab51124a858a9d38b0cfee5140_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/fb-reach_32fc6bab51124a858a9d38b0cfee5140_800.png\" alt=\"|\"><\/picture><\/figure>\n<h2><strong>Data: How posting less increases reach, engagement, and impact<\/strong><\/h2>\n<h3><strong>Number of posts\/day<\/strong><\/h3>\n<p>From January to October 2016 we posted a lot on social media, especially Facebook.<\/p>\n<p>Below is a chart of average Facebook Posts\/day from January 2016 to April 2017:<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Posts-Per-Day-Visualization_c54e6f8cb9ec5937d85103897dedff02_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Posts-Per-Day-Visualization_c54e6f8cb9ec5937d85103897dedff02_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Posts-Per-Day-Visualization_c54e6f8cb9ec5937d85103897dedff02_800.png\" alt=\"|\"><\/picture><figcaption>Source: Buffer<\/figcaption><\/figure>\n<h3><strong>Reach<\/strong><\/h3>\n<p>We used to think that posting more would help us adapt to the ever-changing algorithms on social media. <strong>The more posts you post on Facebook, the less reach\/post you receive.<\/strong> Here is an illustrative chart (~4 times per day around July\/August 2016):<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Daily-Reach-Visualization_455c2c436a8079d8d8b616f88dcb9c5e_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Daily-Reach-Visualization_455c2c436a8079d8d8b616f88dcb9c5e_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Daily-Reach-Visualization_455c2c436a8079d8d8b616f88dcb9c5e_800.png\" alt=\"|\"><\/picture><figcaption>Source: Buffer<\/figcaption><\/figure>\n<p>However, pay attention to what started happening around October 2016. Our Facebook reach started increasing at about the same time that we started experimenting with a new Facebook posting strategy.<\/p>\n<p><strong>Today, we reach more than 150,000 people every week on Facebook, up from just 44,000 people in 2016.<\/strong><\/p>\n<p>And the fun doesn't stop there!<\/p>\n<h3><strong>Engagement<\/strong><\/h3>\n<p><strong>Interact on our Facebook<\/strong> <strong>also begins to increase at the same rate<\/strong>.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Daily-Engagement-Graph_afa9602f584881ed74afebb1c077283c_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Daily-Engagement-Graph_afa9602f584881ed74afebb1c077283c_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Average-Facebook-Daily-Engagement-Graph_afa9602f584881ed74afebb1c077283c_800.png\" alt=\"|\"><\/picture><figcaption>Source Buffer<\/figcaption><\/figure>\n<ol>\n<li>I don't have to post as much on Facebook (see more about our new Facebook posting strategy below)<\/li>\n<li>It provides the opportunity to focus on other creative projects like creating videos, working on more Podcasts, and growing our Instagram account.<\/li>\n<\/ol>\n<p>Another surprise happened (as shown in the chart above). <strong>is the number of posts that reached more than 60,000 people and received more than 2,500 unique interactions.<\/strong> That's a big change from 2016 with just 60,000 people with a one-time post.<\/p>\n<h3><strong>Overall impact<\/strong><\/h3>\n<p>It's great to have individual data points as a reference, but I wanted to take a big look at what was going on after changing my Facebook posting strategy.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Facebook-Average-Monthly-Post-Reach-Comparison-1_85b5cbd91c353656b75eee61b5c587c5_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Facebook-Average-Monthly-Post-Reach-Comparison-1_85b5cbd91c353656b75eee61b5c587c5_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Facebook-Average-Monthly-Post-Reach-Comparison-1_85b5cbd91c353656b75eee61b5c587c5_800.png\" alt=\"|\"><\/picture><figcaption>Source: Buffer<\/figcaption><\/figure>\n<p>What was most surprising was the number of posts that reached 2,000 people on a regular posting basis before October.<\/p>\n<p>Let's see what happens to post types as time passes.<\/p>\n<p>Over the next few sections, I want to share why this is an important change to our Facebook posting strategy as well as exactly what we're doing today to ensure these results continue.<\/p>\n<h2><strong>Why we stopped posting things on Facebook<\/strong><\/h2>\n<h3><strong>Not every post is suitable for Facebook<\/strong><\/h3>\n<p>Like many houses <a href=\"https:\/\/gudjob.net\/en\/quan-ly-fanpage\/\">Fanpage management<\/a> know, it's a constant challenge to post lots of good quality content to Facebook every week.<\/p>\n<p>However, our intuition is that the more posts we post, the more reach and engagement we will have.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_2973\/Facebook-Posting-Strategy-Wait-but-why-1_7f33b6f642ed7a20c39eb51848343483.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_2973\/Facebook-Posting-Strategy-Wait-but-why-1_7f33b6f642ed7a20c39eb51848343483.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_2973\/Facebook-Posting-Strategy-Wait-but-why-1_7f33b6f642ed7a20c39eb51848343483.gif\" alt=\"|\"><\/picture><\/figure>\n<p>However, what we discovered was the exact opposite.<\/p>\n<p>For us, posting less was not necessarily a viable option at the time.<\/p>\n<p>Until I discovered the difference in Facebook posting strategy: <strong>While our content may be quality (and great), not every post is suitable for Facebook.<\/strong><\/p>\n<p>That led to a change in posting strategy\u2026<\/p>\n<h2><strong>Our current Facebook posting strategy<\/strong><\/h2>\n<p>The big change to our posting strategy started with the counter-intuitive implementation that:<\/p>\n<blockquote>\n<p><em>\u201cWhile our content may be quality (and great), not every post is suitable for Facebook.\u201d<\/em><\/p>\n<\/blockquote>\n<p>This is quite difficult because I want to share all the great things we write about on our blog, but it clearly has a negative impact.<\/p>\n<h3><strong>Entertainment + Education = Entertainment combined with education (Edu-tainment)<\/strong><\/h3>\n<p>In general, the most popular posts on Facebook can be classified as Edu-tainment.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Dearest-mother_ad8451e992978890a4d5addb13d51a97_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Dearest-mother_ad8451e992978890a4d5addb13d51a97_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Dearest-mother_ad8451e992978890a4d5addb13d51a97_800.png\" alt=\"|\"><\/picture><\/figure>\n<h3><strong>Maximum one or two posts per day<\/strong><\/h3>\n<p>This serves two purposes:<\/p>\n<ul>\n<li>It forces us to share only the best content<\/li>\n<li>It allows the Facebook algorithm to focus on delivering one piece of content (versus many) to an audience<\/li>\n<\/ul>\n<p>I encourage you to experiment with posting only once or twice a day on Facebook, you'll be surprised at how quickly your content filters through.<\/p>\n<h3><strong>Collected content<\/strong><\/h3>\n<p>Another great posting strategy is to post a large number of collected articles to your Facebook page.<\/p>\n<p>Sorting Facebook posts based on \u201cMost Reach\u201d over the past few months shows its impact on our Page and growth:<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Facebook-Curated-Content-Strategy-Overview_e5b447e30f9fa93f4c456cf5800e3c05_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Facebook-Curated-Content-Strategy-Overview_e5b447e30f9fa93f4c456cf5800e3c05_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/Facebook-Curated-Content-Strategy-Overview_e5b447e30f9fa93f4c456cf5800e3c05_800.jpg\" alt=\"|\"><\/picture><\/figure>\n<p>Posts marked with a blue rectangle are all part of collection content.<\/p>\n<p>Collected content may not \u201cdirectly\u201d impact our bottom line, but it plays an important role in reach, engagement (likes, shares, comments) and Page growth.<\/p>\n<h3><strong>Focus on brand awareness and engagement<\/strong><\/h3>\n<p>Focusing on brand awareness and engagement versus site traffic has become a key element of our strategy.<\/p>\n<p>We have seen a shift in many social media networks over the past year.<\/p>\n<p>Posting content that drives engagement only helps build an activated Facebook audience.<\/p>\n<ul>\n<li><strong>Reach:<\/strong> 211.631<\/li>\n<li><strong>Likes:<\/strong> 8.362<\/li>\n<li><strong>Comments:<\/strong> 281<\/li>\n<li><strong>Shares:<\/strong> 872<\/li>\n<\/ul>\n<p>This post also brought over 1,000 new likes to our page \u2013 many of whom continue to Like and engage with our Page today.<\/p>\n<h3><strong>Boosted post (advertisement)<\/strong><\/h3>\n<p>Last, but not least, I want to mention how significantly Facebook boosted posts boost visibility and engagement on Pages.<\/p>\n<p>Currently, we spend approx <strong>40 dollars<\/strong> every day to promote our best content on Facebook.<\/p>\n<p><strong>The only difference between last year and this year is that the quality of content is already there to increase.<\/strong><\/p>\n<p>The important thing is to focus on promoting great content, not necessarily focusing on quantity and \u201cforcing\u201d them to be advertised.<\/p>\n<p>If you want to learn more about the new Facebook algorithm, check out our latest podcast episode covering everything marketers need to know:<\/p>\n<h2><strong>To readers:<\/strong><\/h2>\n<p>Thanks for reading!<\/p>\n<p>Please continue the discussion with me in the comments section below!<\/p>\n<p>Which posting strategy do you find most effective?<\/p>\n<p><!--kg-card-end: html--><\/p>","protected":false},"excerpt":{"rendered":"<p>L\u01b0u \u00fd nhanh: B\u00e0i \u0111\u0103ng n\u00e0y \u0111\u01b0\u1ee3c vi\u1ebft v\u00e0o th\u00e1ng 5\/ 2017 v\u00e0 \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt v\u00e0o th\u00e1ng 3\/ 2018. C\u00e1c m\u1eb9o v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u0103ng b\u00e0i \u0111\u01b0\u1ee3c li\u1ec7t k\u00ea b\u00ean d\u01b0\u1edbi ti\u1ebfp t\u1ee5c ph\u00e1t huy hi\u1ec7u qu\u1ea3 m\u1eb7c d\u00f9 g\u1ea7n \u0111\u00e2y thu\u1eadt to\u00e1n c\u1ee7a Facebook c\u00f3 s\u1ef1 thay \u0111\u1ed5i. &#8212;&#8212;- V\u00e0o th\u00e1ng 10\/ 2016, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22380,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[173],"tags":[197],"class_list":["post-22263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mang-xa-hoi","tag-mang-xa-hoi"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/comments?post=22263"}],"version-history":[{"count":1,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22263\/revisions"}],"predecessor-version":[{"id":23121,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22263\/revisions\/23121"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media\/22380"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media?parent=22263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/categories?post=22263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/tags?post=22263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}