Why We're Immune to Facebook's Pendulum

Our obsession over methodical traffic and how/why things go viral has allowed our clients to see a constant increase in reach on Facebook. Within the past five months, many publishers have been experiencing another decline in Facebook reach. In fact, reach is down as much as 42% so far this year. It's a trend that persists despite the rise of content championing polarizing stories and social-friendly videos. At RebelMouse, our clients continue to see their Facebook reach increase. We look at changes in the media landscape and platform updates as a challenge and an opportunity.


The direction has sparked questions about what Facebook has been doing to its algorithm, and what publishers can and should do in response. With the right mix of technology + strategy, we've created a content distribution formula that truly works for the properties we power.

Here are seven reasons why our Facebook game is đź‘Ś .

1. Server Response Time

Facebook is prioritizing faster-loading pages, so we got faster too. It all boils down to user experience, and fast load times + page speed are musts if you want readers to stick around and consume your content.

The difference we see is unreal:

2. Social UX for Media: A Page View Game Changer

Social UX for Media is our way of making your site as viral and binge-worthy as the Facebook News Feed. This format enables our clients to present their users with content in a format they're already familiar using. We've seen clients double their traffic within 10 days using our highly optimized layout. It's working for the amazing media properties Axios, EcoWatch, Dance Magazine, Azula, and others we power.

Here's how Social UX for Media is impacting our clients' page views:

3. Facebook Instant Articles Optimization

We always tell our clients to "go all in" with Facebook Instant Articles — and we mean all in. This includes using video, producing engaging and intelligently designed copy, making sure your pages load fast, and ensuring articles are perfectly optimized for social. Clients that stick to this formula have experienced up to $25 CPM on Instant Articles.

4. Facebook Live Campaigns

Video continues to dominate in terms of engagement and reach, and native video even more so. Broadcasting live helps our clients get the right visibility across their audiences, and keeps their content mix fresh and engaging. Leveraging those earned video views to create custom audiences for future retargeting ensures our clients get the most out of their content.

5. New Content Lifecycle

It's important to work with other Facebook Pages that have high follower counts, and practice the law of reciprocity to build repeat visits from loyal followers.

6. Research Is Everything

We ask our clients to figure out which content is polarizing to their users. And once we're armed with that information, we work together to create related child properties as part of a larger site network. We all know that high affinity works well on social, and once it's mixed with the right technology and strategy, its effect and reach is undeniable.

7. Take Advantage of Instagram

Utilizing platforms like Instagram is an abstract value that is gaining momentum. We're building audiences and traffic everywhere, across platforms. Instagram, Tumblr, Twitter, Snapchat — they're all here to send more traffic out to our sites.

At the end of the day, it's pretty simple: The world is changing, and if you change with it there's plenty of opportunity. The key is that you can't do all of this on a decentralized, custom CMS like WordPress, where every update has to be pushed out individually and security intrusions are the norm. It's a broken model emulated by too many platforms.

That's why we set out to solve this problem with a centralized, social CMS built for speed. In our world, the recent, months-long decline in Facebook reach for many publishers is merely another opportunity to help our clients rise above the rest.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

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Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

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Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

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Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

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Instagram-style E-commerce Features on RebelMouse

Revolutionizing E-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

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Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Read our deck here...

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Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

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How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

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Trigger New Pageviews With “Keep Reading” Feature

RebelMouse supports an infinite scroll feed of content that is mobile-friendly by using expandable posts. Your users can read the beginning of your article that is "before the jump," but instead of jumping to a new page, the story expands upon click to show the rest of the post. We do this with our "Keep Reading" functionality:

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RebelMouse Outperforms Every Other CMS. Here’s the Data to Prove It.

Our Core Web Vitals drastically outpace every competitor, and we have the receipts

In an effort to build user retention and increase conversions, publishers are making a common mistake. They're adding more features to their websites, including ad placements, but losing sight of the main revenue driver: user experience.

The key to unlocking user retention lies completely in site performance. Currently, publishers are trying to build optimized websites that translate easily across devices and platforms, but fail to deliver an experience that checks all their boxes and prioritizes their readers. It takes less than a second of delayed load time to turn away a user. This is why Google has made page speed a top ranking factor on search, and shepherded the entire open web's newfound prioritization on site performance.

Game Changer: Google's Core Web Vitals Announcement

Google cemented its seriousness about page experience with the announcement of its Core Web Vitals measurements in Google Search Console. Core Web Vitals are three specific metrics that Google uses to determine a site's overall usability. While these data points will evolve over time, the 2020 version of vitals consists of three specific metrics:

Largest Contentful Paint (LCP): A website's LCP is the time it takes to load the main content on a page. Google wants LCP to happen within 2.5 seconds of when a page first starts loading.

First Input Delay (FID): This metric quantifies a user's experience when trying to interact with unresponsive pages. This usually occurs between First Meaningful Paint (FMP) and Time to Interactive (TTI) (more on what these two mean below). You want your FID score to be low to prove the usability of your site. According to Google, pages should haven an FID of less than 100 milliseconds.

Cumulative Layout Shift Score (CLS): CLS determines how often your users experience unexpected layout shifts or changes on a page. To ensure visual stability, you want your CLS score to be low. Google wants pages to maintain a CLS score of less than 0.1.

From Google.

Google says Core Web Vitals scores will be considered across every page, and will be a ranking factor in its Top Stories feature. While relevant quality content will always be the most important, the page experience ranking is now a make-or-break metric for your site's survival.

"A good page experience doesn't override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search." —From Google's page experience announcement, May 2020

Core Web Vitals will determine every site's performance score. You can see your site's Core Web Vitals specifically via Google Search Console, but your website's overall page performance is measured using Google's PageSpeed Insights and Lighthouse tools.

At RebelMouse, we guarantee a performance score of 90 or higher via PageSpeed Insights. To do this, we've built out a platform infrastructure that exceeds industry standards on Google's key metrics, particularly its Core Web Vitals, outperforming most industry leaders.

You can read more about how we've mastered Google's KPIs here. But the truth is in the data. Below is table that provides a snapshot into how RebelMouse-powered sites score:

And here's what the scores look like for some of the biggest sites on the open web:

As you can see, there's a lot of data Google takes into account even outside of Core Web Vitals. Here's a quick summary of the other important metrics that Google trusts to measure page performance:

First Contentful Paint (FCP): This metric measures the time from click to the time when a user's browser renders the first bit of content from the Document Object Model (DOM), which is your site's HTML structure. According to Google, this is an important milestone for your readers because it provides signals that your page is loading.

First Meaningful Paint (FMP): This is the amount of time it takes the most important content, what Google calls "hero elements," to load on site. Hero elements are different for every site, but should be intuitive based on your content. This metric helps determine your site's usability.

Time to Interactive (TTI): This is the most important metric to keep an eye on. This is when the site is fully rendered and ready for user action. This is a critical point when slow load time can occur, usually because JavaScript or other complex content hasn't fully rendered. So, in short, think of TTI as how long it takes for your site to load in its entirety.

Total Blocking Time (TBT): TBT measures a page's load responsiveness to quantify how long a page is non-interactive prior to becoming interactive. You want your site to have a low TBT to maintain its usability.

Speed Index (SI): SI is the measurement of how quickly the contents of a page are populated. You want your speed index score to be as low as possible.

Creating quality content is only half the battle in 2020, and publishers are already burdened with the around-the-clock task of creating content that resonates. This is why quality content must be supported by modern technology that can keep up with the speed of the web. RebelMouse provides publishers with a CMS that supports the new content lifecycle with an editorial suite designed for reach on site, search, and social.

Click here to read more about our modern approach to web performance. If you want to make performance a priority, request a proposal today. We can easily transform your site into one of the fastest on the web, giving you increased user retention and better conversion rates than ever before.

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