Facebook engagement declining? Avoid these mistakes.

Hi there, 

Welcome to FriYAY! 👋 Before easing into the weekend I thought I'd share our 2021 Holiday Calendar. If you also have difficulty planning for and keeping track of all the key global holidays, observances, and socially relevant dates, our handy calendar can help. You'll never miss an important date for your marketing campaigns ever again!

What are you waiting for? You can access our shared calendar now! 🗓

In today’s newsletter:

• Tips for working with the Facebook algorithm
• 10 powerful Instagram marketing tips
• Why shoppable UGC is the future for ecommerce brands

Let’s get started! 👇

Instagram

• 10 powerful Instagram marketing tips (that actually work)
• Instagram has a new tool that automatically filters out abusive DMs
• Instagram is working on creator shops and a 'branded content marketplace' for influencers
• The 29 Instagram statistics you need to know in 2021

Facebook

• Understanding the Facebook algorithm in 2021: ranking signals and tips

• Facebook introduces Spotify Miniplayer within its app
• Facebook will soon enable businesses to create Facebook ads within Whatsapp's business tools

Twitter

• How to post and view 4K images on Twitter

TikTok

• How to use TikTok to grow your other social channels

• TikTok shares new insights into how users are engaging around Mother's Day in the app
• TikTok launches lead generation ads to help advertisers collect audience information

Audio apps

• Social networking app for women, Peanut, adds live audio rooms

Pinterest

• Pinterest rises to 478 million users, posts strong revenue result for Q1

Others

• Why shoppable UGC is the future of ecommerce experiences

• Apple’s app tracking transparency feature has arrived — here’s what you need to know
• Mailchimp moves into e-commerce

As of 2020, Facebook has 1.82 billion daily active users and 2.7 billion monthly active users. And while Facebook usage is consistently growing, brands are noticing organic reach in a rapid decline. This is partly due to changes made to the Facebook algorithm that prioritize posts by people over content made by pages.

The key to working with the algorithm is understanding it. As the algorithm gets more intelligent, it’s starting to single out “engagement-baiting” as a way to artificially boost content rankings. Engagement-baiting is when you post content begging for engagement. This includes posts that:

• Clickbait (posts that ask for clicks or entice users to click with sensational or false information)
• Like-baiting (posts that ask for likes, comments, and shares)
• Posts with abnormal engagement patterns (a like-baiting signal)

Here are some other types of content that don’t vibe well with the algorithm:

• Posts with spammy links (for example, links with a clickbait title that lead to a page full of ads)
• Repeated content
• Text-only posts
• Intensely promotional page content prompting readers to make a purchase
• Posts that reuse text from existing ads

Keep reading for tips for working with the Facebook algorithm. ➡

📣 How to Use Pinterest: The Insider Guide for Businesses (With Strategies From the Pinterest Team)

Pinterest is one of the world’s leading platforms for sharing ideas and finding inspiration. But Pinterest isn’t just for individual users like you and me. During an exclusive Facebook Live event with the Pinterest team, we learned more than 100 insider strategies and this article contains the very best of those ideas.

Let’s dive in!

📣 Social Media for Nonprofits: Empowering Younger Generations to Take Action

In this post, we give you a behind-the-scenes look at how a nonprofit leverages social media to empower younger generations to take action and build awareness around their mission.

💻 When Taking Fridays Off Can Help Our Team Get More Done: An AMA on the 4-Day Work Week

Since we first kicked off a 4-day work week in May 2020, people have had a lot of questions about it. In this post, we're sharing a few of the questions we got, along with replies from Joel, our CEO, Caryn, our VP of Finance, and Åsa, our VP of Customer Advocacy.

💰 Caryn Hubbard is Buffer’s VP of Finance

I'm happy to share that Caryn Hubbard was recently promoted to Buffer's VP of Finance. 🎉 Caryn has been on the Buffer team for over five years now and has made huge contributions in her time on the team, both as the leader of our Finance team and as a member of our Executive team. 

🎨 Tyler Wanlass is Buffer’s VP of Design

I’m happy to share that Tyler Wanlass recently became Buffer’s VP of Design. 🎉 Tyler has been on the Buffer team for over five years now, initially joining as a Product Manager before he transitioned to our first Head of Design. Read on to learn more about his journey!

Woohoo, you made it to the end! 

Thanks for reading this far. If you ever come across a neat article or a cool trend, I'd love to hear about it. Feel free to reply to this email directly to get in touch or DM me on Twitter.

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