Trying to figure out what type of Facebook content to publish is not always easy.
You have to understand your fans, analyze what they like, and publish updates that will keep them coming back for more.
It’s not easy. But you’ve done it before.
Remember that story you posted last year that you still brag about? What about those closed questions that received a flood of answers?
What if you just reposted these updates?
I know, it sounds like cheating. But hear me out.
Content that’s already vetted by your fans
Content that’s received lots of engagement is high-quality content. It’s almost guaranteed to get a similar reaction if posted again.
Proof that recycling Facebook content works
A few months ago I reposted 16 of the top performing photos from last year. To my amazement, 6 of these photos made it into the top 10 posts (out of 155)!
7 Steps to Recycling Your Best Facebook Content
Here’s the process I teach my clients to get the amazing results mentioned above:
Step #1: Download Facebook Insights – Export at least six months of Post Data (shown below).
Make sure you select a six-month period that is at least 3-6 months old. This will prevent fans from saying “hey, you posted that last week!”
Step #2: Select the content type you’d like to repost – Don’t take on recycling photos, text, AND links. Just pick one. This will remove Facebook content type as a variable, making your ROI analysis more honest.
Step #3: Locate columns to use – You’ll want to use “Lifetime Post Total Reach” and “Lifetime Post Consumers” within the Key Metrics worksheet (as shown below).
Step #4: Calculate engagement rate – Next, divide “Lifetime Post Consumers” by “Lifetime Post Total Reach” (Consumers / Reach), as shown above. This gives you engagement rate, which tells you how engaging each post was.
Engagement rate is a reflection of content quality. A high rate of engagement = awesome Facebook content; little engagement = Yawnsville.
Step #5: Rank content by engagement rate – Change the cell format for engagement rate to percent (easier to read), then rank from high to low.
Voila! Your content is now ranked with your best stuff at the top!
Step #6: Repost top performing posts – Select the top 10-20 posts that are relevant and useful to your fans today. Ignore posts about events or trending news from that time period since they aren’t relevant today.
There are generally three ways you can repost these updates:
- Click Share on the original post and share it directly on your page.
- Copy and paste the original post into a new status update.
- Modify the original post, then post as a new status update.
Step #7: Measure the performance of recycled posts – This will help you determine how effective recycling is for your community.
Extend this strategy beyond Facebook
Obviously, this approach can be used for Instagram, Twitter, LinkedIn, etc. The key is being able to rank content by engagement.