It wasn't all that long ago when content on social media was…simpler. Say you had 350 likes on Facebook. When you posted a status update to your page, all 350 of those people who liked your page saw the content you posted. But today, that’s no longer the case. In fact, you’re lucky if 10 percent of that 350 person following sees your post. Why is that?

Social media platforms of today’s world are algorithm-driven, meaning certain content is deemed “richer” than others—and will be seen by more people. Not all content is created equal. There’s a science behind posting content on social media today, complete with strategies for success. It’s a recipe: If you follow it, you’ll do well. If you’re sloppy, you've got a mess.

Let’s look at how this plays out on Facebook, specifically.

While algorithms are always changing, Facebook has shared some guidelines for what types of posts will get greater exposure. So what qualifies as “rich” content, then?

  • Posts that generate high interaction rates (i.e. comments, likes, and shares)

  • Posts with high interaction from the page owner’s end

  • High-quality graphics and images

We all know that posting to social media can sometimes require a lot of work, so it’s frustrating when time and effort is wasted on a post that’s only seen by a few people. So what are a few tips for creating “richer” content that gains traction and inspires those important interactions?

  1. Create social content. Ask questions, gather opinions—value your following’s unique input.

  2. Use high-quality images. No blurry, uninteresting photos. Make sure your photos really communicate a message.

  3. Be conversational. When someone takes the time to comment on a post, comment back! Build relationships and remember: It’s all about conversation.

Creating content that gains traction does require time, energy, and a keen eye, but when you can focus on quality over quantity, the results will pay off. Don’t worry as much about posting every day—post when you've got something interesting to say. Like any normal conversation, no one likes it when someone is speaking just to hear their own voice. Use your voice to be impactful.