Promoting your blog and its posts is work, and it takes time. If you want to put your blog in front of more people, however, you have little choice but to invest the ongoing effort.
Facebook has proved the most valuable way for me to promote this blog, which is a creative and personal blog. I don’t know what’s best for other kinds of blogs. I’ll explain how I do it, and why I think it’s the best option for creative/personal blogs like mine, in this post.
In case you have negative feelings about Facebook
Welcome to the club. I may quit Facebook someday as I think it has become a net negative for society. But until then, I’ll milk it.
Be realistic about your prospects
Despite my promotional efforts, Facebook drives but a fraction of total page views. In 2018, Down the Road gathered 212,035 page views. Only 14,815 of them came from Facebook. In contrast, search engines delivered 57,965 page views with no effort on my part.
None of my other deliberate promotional efforts have been as effective as Facebook.
Creative blogs have legitimate, but limited, appeal. Facebook may be the best way to reach people who will enjoy your work, but it won’t unlock Internet fame.
However, sometimes one of your posts will really resonate. My post about Traders Point, Indiana, (here) got a lot of traffic after I shared it on Facebook in a couple Indianapolis and Indiana history groups. It turned out lots of people were curious about that former town’s history. Every now and again someone will reshare it and it’ll get another couple hundred views. Most of its 7,300 all-time page views have come from Facebook. But that’s about as good as it gets.
Why other social media is less helpful
I also promote my blog on Twitter, but to little effect. I think it’s best for echoing outrage, and I don’t post anything outrageous. I admit I haven’t worked very hard to build a giant Twitter following, which would help. But I’ve talked about it with fellow photo bloggers and we all have the same experience. Twitter just doesn’t generate engagement with creative content.
I used to use Instagram to promote my blog, but because you can’t put links in posts it did little good. That limitation is by design — Instagram wants you to keep scrolling to see the ads. I built a decent following by seeking out other film photographers and following them. A good number of them followed me back. I put a link to my blog in my bio. I’d post a photo there from every new blog post, tell about what was on my blog today, and added “link in bio.” Almost nobody bit.
A few times, Reddit has brought a lot of visitors to my blog. Reddit has subreddits about anything you could ever blog about, and offers a vast audience. But Reddit aggressively frowns upon all but the most occasional self-promotion, and bans users who flout the rule. I’ve gotten traffic from Reddit only when someone else shared one of my posts there.
I know some people find Pinterest to be a good way to promote their blog. From what little I’ve seen, blogs about crafts, interior design, fashion, and the like do best there. I know little about Pinterest otherwise.
The key to Facebook is Groups
Your best bet today is to promote your creative blog in Facebook Groups, given the sheer number of people on Facebook.
Join Groups related to things you blog about. I’m in a bunch of film-photography and film-camera groups as well as groups about old roads, roadside architecture, and roadside attractions. I’m in groups for the Indiana cities and towns I’ve lived in or visit a lot. I’m even in a couple groups about heartfelt personal writing. That covers my blog’s subjects! To find groups, type keywords related to your blog’s topics into the Facebook search box and see what turns up.
Read and heed each group’s rules. A few forbid posting links, especially to your own blog. Some groups don’t mind if you share links to your blog if you participate in the group otherwise. Some groups are happy for you to only share links don’t as long as they’re directly related to the group purpose and are interesting to members. In all cases, it’s good etiquette to Like and comment on other posts in the group. And don’t carpet-bomb any group with your links. You’ll be seen as a gadfly.
You can also create your own groups, although it takes some work to promote them to build a following. Whatever you blog about, others are interested in it too. A couple other film-photo bloggers I follow created a group where members share photos of the old cameras they buy (here). The group creators use it specifically to share posts from their own blogs, and encourage shares from other bloggers (like me). I’ve used that group to share every last one of my film-camera reviews. It’s helped bring people to the blog, and some have subscribed.
Even if groups already exist for your favorite topics, you could create another one anyway. There appears to be room for many similar and overlapping groups. I’m in a bunch of old-car groups, for example. Some are general and some are specific, such as the one that’s for photos of entry-level models only, with no chrome and dog-dish hubcaps.
How to share a post in a Facebook Group
First, create a Facebook Page for your blog (instructions here). My blog’s page is here. Link your blog to your Page using WordPress Publicize (instructions here), so that each blog post automatically posts to your Page. This makes it easier to share your posts to groups.
You can also build a following on your Page, which can lead to new blog subscribers.
From there, here’s how you share a post in a Group.
- On your Page, find the post you want to share.
- Click the Share button. A menu appears. Click Share in a Group.
- A popup opens. In the Group box, type letters from the group name. A list of groups appears. Click the Group you want.
- Click the Include Original Post box until a checkmark appears. This shares your post with a link to your Page, which helps build your Page following.
- In the “Say something about this” area, type a custom introduction to the post.
- Click the Post button.
As group members interact with your share, it’s a good idea to respond, at least by clicking Like on comments. That encourages them to keep interacting with your shares.