We all know that putting all your energy into one content type or strategy decision is problematic. If there’s one thing we know about social media, it’s that diversification is essential to your success. Link spamming, toxic comments sections, and a clickbait approach to posting are all surefire ways to lose all of your engagement and click-through traffic—and fast. So, how do you create a multiple focal point strategy for Facebook?

Let us help. We’ll walk you through this.

First, address your social media content

You cannot be one-dimensional in your approach to content. Specifically, use the multiple content types that are prioritized by the platform. Years ago, the publishing industry learned some hard lessons when Facebook started prioritizing time on-site. Links and content that drove people to owned and operated websites quickly lost their place in the algorithm. Now, video is king, and Reels are essential to a well-rounded strategy.

If you simply post links to your blog or website on Facebook, you will likely see little to no engagement. However, if you post Reels, longer-form video, images, and Stories in addition to your links and other content, you’ll likely see more success. Not only that, you’ll build stronger rapport with your audience and drive conversation.

Valnet has done a wonderful breakdown of the intricacies of successful content. The days of posting links to Facebook for traffic are a decade behind us, and it’s essential to understand the platform and how your content fits in the framework of the current audience and algorithm.

Engagement is everything, and if you fail to foster conversation and build community, you will idle in the void of social media exile.

Second, experiment!

It’s important to try new things. The landscape of Facebook (and every platform, really) constantly evolves, and what worked two years ago isn’t going to work forever. Algorithm updates, attention spans, social trends, audience preferences, and other factors play into your success on the platform.

When you try new things, spending time evaluating the success of your content is essential. What does success look like? That depends on what you want to achieve.

Spend some time identifying your desired ROI. If you aren’t sure, look at some basic KPIs and important ROI indicators others use. Which ones are relevant to your success? Are you building a community? Driving traffic? Making money? Promoting a brand/personality? Whatever your goal, determine which indicators are most important, and then look at which content strategies serve that end goal.

Here are some general suggestions based on our data analysis:

• Image-based posts present the greatest potential for impressions and engagements when compared to other post types.
• Link posts are still likely to generate the highest CTR for you. So it’s important to find a healthy balance of post types.
• For image-based posts used as a traffic objective, placing the link in the first comment has higher median link clicks performance.

Third, refine and execute your multiple focal point strategy for Facebook

This is where True Anthem can really help you. Execution can be the most challenging part of your strategy.

Once you’ve determined your content focus and analyzed which are serving you well, what comes next? Constantly evaluating performance, adjusting your content distribution, and recirculating successful content can be a time suck.

Here’s an important note from our team on this process:

Ultimately, editorial knowledge and understanding of the content’s relevance should override raw data summaries. When you are deciding how to drive the maximum results from Facebook, do not simply chase the shiny object because it is shiny. We recommend you decide which post type (link, photo, album, video, reel, text)  is the best medium for serving your narrative, and we always recommend testing to challenge your assumptions.

Our friends over at Valnet have a great breakdown of a multiple focal point strategy and how True Anthem has amplified their success on Facebook. Spend some time reading through their notes, and then set up a demo to see how we can help you.