The number one reason people are not engaging with your content

You find yourself creating what you think is great content, you promote properly across all of your social media channels and you get nothing but crickets. You immediately conclude that people weren’t interested in what you posted because a) they were too busy, b) they didn’t find it interesting or helpful c) it wasn’t the right market and so on. However, most likely none of these are the real reasons why you are not getting any engagement with your content. The real reason is because they never saw it.

Here is an excerpt from a great article read by Jonathan Richman on Dose of Digital that helps explain why people may not be engaging with your content.

What’s important here is to understand the reason why people aren’t engaging with your content. It might not be the reasons you think. Instead of assuming that people weren’t interested in what you posted, were too busy, weren’t the right target, and so on, the actual reason they didn’t do anything with what you shared is because they never saw it. And they never will.

That’s right. Whether they Like you on Facebook, follow you on Twitter, or now have you in one of  their Google + Circles, they still don’t see what you’re sharing. Let me explain why this is the case for each platform and what you can do about it.

First, Facebook. The vast majority of people who use Facebook use it in a very particular way. They go to the site (on their computer or mobile device) and look at their News Feed. Most people, since the default is set this way, see “Top Stories.” Top Stories are the posts from their friends and the Pages they Like, which Facebook believes are going to be most interesting to you. There’s an algorithm that controls this and it’s called EdgeRank (I’ve written a long post about this already, if you want all the details).

The basic story is this. Facebook ranks the stories that show up in each person’s News Feed by three factors: Affinity, Edge, and Decay. Affinity is basically the connection between you and the piece of content. The more times you’ve interacted with the source of the content (Facebook calls it an “object”) in the past, the higher the affinity. For example, if you comment on your sister’s Wall everyday, content from your sister will have a high affinity score because you interact a lot with her. Second is “edge.” It sounds cooler than it is. All that edge refers to the relative weight of objects. For example, a comment on a Wall Post probably carries more weight than a Like because it take more effort to post a comment. I say probably because this is the proprietary part of the algorithm. Last, and simplest, is decay. This is the time that has passed since the object was created.

And this is why most of your stuff never shows up in people’s News Feeds and, therefore, why no one ever sees your post. No one goes directly to your Facebook Page each day to see if you posted something new. They either see it in their News Feed or they don’t see it at all. For most Pages, marketers are killing their EdgeRank by ignoring two of the three factors: affinity and edge. If people never see your posts, then they never comment or Like them, so you’ll never improve this score.

You can read the full article here:


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