Screen Time: On Facebook
We’ve covered the topic of screen time in detail over the last week. We defined it, we connected it to the algorithm, and we learned how that ties to our digital usage. Now it’s time to get into the real meet of this blog series and learn to apply this knowledge. To do that, I’ll be dissecting one social outlet each day and explaining how an understanding of screen time can really unlock that platform. Today’s platform: Facebook. No, not Meta you nerd, Facebook.
Remember when I used the wrong form of “meat” three sentences ago? You’ll likely have an easier time remembering that than if I asked you to remember when Facebook’s main use case was to meet people. That wasn’t even that long ago. Way back in the day, Facebook was mostly used to connect with distant relatives and before that, college classmates. But this isn’t your granddaddy’s book of faces. It’s 2024 and we live in a post “Pivot to Video” era. If your impression of Facebook is still tied to the idea of personal connections, you’re already a step behind.
Let me backup, in 2015, advertisers decided it was time for the industry to “pivot to video.” That’s not the topic of this blog, but here’s the wikipedia page if you need an overview. Many point to Facebook as the spearhead of this movement. That’s because in 2015, Facebook issued a statement that they “received more than 1 billion video views every day.” Then in 2016, Facebook was basically like, “oops, jk.” Turns out Facebook had dramatically overestimated video views on their site. But, because the 2015 statement pushed millions if not billions of dollars into video marketing, Facebook decided to keep pushing video anyway.
Ten(ish) years later, Facebook has become a content wasteland of reposts. Unlike TikTok and Instagram, Facebook doesn’t have a defined content identity. There’s videos, images, text posts, and everything in between. The site has been around so long that inactive pages have millions of followers and something like 30 million Facebook accounts belong to dead people. Facebook has become the social media equivalent of flipping channels on cable TV. Maybe you see something you like, maybe you don’t, maybe you stumble onto a foreign language channel with enthralling content.
So then, how can one go about marketing their content on Facebook and what does screen time have to do with it? Great question, so glad you’re engaged.
Facebook wants users to feel comfortable. It’s got the oldest user base and the most established formula. Facebook wants to make sure that when imaginary user Jan logs onto “The facebooks” on her lunch break, she sees things she recognizes. If Jan has a handful of friends she interacts with regularly, Facebook is going to feed Jan their posts. Perhaps Jan likes to save recipe videos to try with the family; best believe Facebook is giving her some recipe videos. Unfortunately, Jan’s lunch is only 40 minutes and she can find a plan for dinner later. So how can Facebook get Jan to stay online for that 41st minute or, better yet, reopen the app later on her shift?
Enter the dark side of the Facebook algorithm, conflict. Facebook wants users to feel comfortable, so comfortable that they feel empowered to defend that comfort. So while Jan’s feed may be 65%-70% pictures and pot roasts, Facebook is going to fill that 30% with imaginary user Ron’s posts. Ron and Jan went to high school together. They aren’t friends in real life and they hope to never see each other again, but every time the one posts something passionate on Facebook, the other is quick to chime in and disagree. Ron and Jan create a feedback loop of revolving screen time. Ron’s low quality meme will get a rise out of Jan on lunch, then Ron will reply 45 minutes later and blam, Jan’s back on the app to respond. When she logs on, she finds a video about making Baked Alaska in your microwave. She saves the video. And on and on forever.
The key to successful marketing on Facebook is to find where you fit in that endless loop. Are you the update from an old friend? Are you the comfort video or fun new trend? Are you the impassioned image garnering ire? What is your place in an imaginary user's screen time cycle and how can you solidify your place in the routine?
Meta likes to tell you the answer to my last question is with paid ads. Truth be told, in some cases, they’re correct. Because Facebook is so old and the user base so established, gaining traction with a new account can be incredibly difficult. I rarely, if ever recommend paying for ads, and I won’t recommend it outright here either. That said, if you’re struggling to gain traction and impressions are your identified issue, run some short, low cost ads and see if you see improvement. A word of warning though, do not mistake impressions for engagement. A Facebook ad will show more people your content, it will not make them click it.
If you’re looking for free, organic growth on Facebook, this next part is for you. While that growth will come slowly, it is not impossible! I am a huge proponent of Facebook groups. I think it’s one of the best forums of discussion on the internet right now and the options are vast. Find some Facebook groups in your niche and join them. Don’t spam these groups with your content, but monitor trends and conversations to fuel your content. If the opportunity arises, promotion from within a group always does better than promotion from outside. Also, don’t discredit your existing Facebook presence! Most of us have a Facebook page with ~300 followers that we haven’t touched in years. Make sure to like, comment, share and save your brand's content from your personal pages. Invite your existing friends list to like your page or share your content. I have family members who inherited Facebook pages at birth, I know you’ve got a few old crushes you’d like to brag to.
Last but not least, do not forget the name of the game here: screen time equals value. Facebook has nothing to benefit from users leaving its app to view your website or your products. Try to upload content to Facebook natively and limit linking out. Make sure your website is linked to your profile and that the link is working. If someone wants to leave the app to go to your website, they’re capable of doing so. You do not need to, and explicitly should not, add a link to every post. If you’re a brick and mortar business, keep your hours and address updated in your about section. And always keep an eye on your Facebook inbox. Facebook likes pages and accounts that are “responsive.” Even if you don’t get many Facebook messages, responding to the ones you do get will go a long way.
Finally, if you reached the bottom of this article and decided “maybe Facebook isn’t for me,” that’s ok! I’ll be doing this with four more outlets. Tomorrow, we’re tackling Facebook’s artsy little sister, Instagram.
See you then,
-MC
This article is the fourth in a series of blog posts about Screen Time. If you missed the first blog of this series, you can read it here. 