Post on 16-Apr-2017
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How we reach 1m people with 1 post by UNICEF Mozambique
Step 1 – learn about your followers
Head over to your Facebook Page Insights, Click “Posts” and then “Export”
Step 1 – learn about your followers
Set the “DATA RANGE” for last 180 days, Set the “DATA TYPE” to Post leveldata, click “Download”
Step 1 – learn about your followers
Open the Excel file, and lets study your top 5 posts. Choose the “Sort & Filter”option, and select “Custom Sort”, Set the Column option to “Lifetime Post TotalReach” and the Order to “Largest to Smallest”
Step 1 – learn about your followers
You will now have the top posts on top by “total reach”, you should alsoanalyze the top 5 by “Total Engaged Users” (Column P), and the “Lifetime Post reach by people who like your Page” (Column X), they usual arethe same.
On the second column from the left “Permalink” copy that link of the top 5to your browser and lets analyze what your followers liked.
Step 1 – learn about your followers
Study the trends: Length of text, Type of language, and Most important thephoto type and time you posted. We found that embedding the text and highlighting the action you want them to take was on all of our top posts, also saw that high contrast photo and short text (<500chars) and Portuguese was a common trend on them.
Step 2 – research online, follow key blogs
Besides your own trends and followers, you should aim to learn about theonline social media community who provide free reports on a weekly basis: So join and read Socialbakers.com, blog.hubspot.com, Allfacebook.com, socialmediaexaminer.com, etc.
We learned from them how our brain process information on a photo 60,000times faster than simple text, and that emebedding the action on the photoresults in 5x more shares (we value shares more, followed by comments, andat last likes)…
Step 3 – combined research and your followers
Combining the two pieces of information, and start crafting that killer post.We already have 3 posts that surpassed 500,000 people reached. And we onlyhave 40,000 followers. And last month we got our first 1million with 1post.
Facebook: final thoughts
Facebook is all about learning, testing, and understanding your community.
Its not about
It’s all about:
Your page
Your community/followers
Your community/followers
Your page
For more information, please contactClaudio Fauvrellecfauvrelle@unicef.org
United Nations Children’s Fund1440, Zimbabwe AvenueP.O.Box 4713Maputo – MozambiqueTel: +258-21 481 100Fax: +258-21 491 679 www.unicef.org.mz
© United Nations Children’s FundJuly 2014