Facebook organic reach has been on the decline for many business pages and the trend doesn’t seem to be slowing down. With a claimed 40 million businesses actively promoting themselves on Facebook, the social media giant has been decreasing the number of times fans see a business’ posts by about two-thirds. In turn, many are automatically reverting to paid ads to cover the split. We’re here to let you in on a secret.
You can still dramatically boost your reach organically.
As Russell Alert states so clearly –
“The key to getting people seeing more of your posts is really about knowing your audience.”
There you have it. Boost your Facebook organic reach by knowing whom you’re posting to. Sounds simple enough right? So let’s dig in and examine exactly how that’s done.
How to Track Your Facebook Organic Reach
In order to evaluate your Facebook organic reach you need to understand how to track your organic traffic.
Head on over to Facebook Insights and click on the Posts tab. Make sure you’re following your organic posts by selecting the dropdown menu next to the Reach icon. You’ll want to look at several months of your organic history, so click See More to bring up posts beyond the last month.
Is your Facebook organic reach on a steady decline? Even if your business page is part of the minority not experiencing a lower organic reach, there’s always room for improvement.
Audience optimization is a new feature that will help you boost your Facebook organic reach. Rather than posting to your entire fan base, you’ll be able to target those with whom your post will resonate most.
For example, if your travel accessory company is posting a highly targeted video like “10 Must-Have Items When Traveling in the Middle East,” you may see limited engagement from your fan base as a whole (due to the highly varying interests of travelers). If you target those fans with interests in Middle Eastern countries, you’ll be exposing far fewer people but likely have a much higher engagement.
You can also omit members of your audience that wouldn’t find your post relevant. You don’t need to tell people living in the Middle East what to bring while traveling there, so you could restrict your content from being seen in those countries.
Audience Insights also gives you an in-depth look at how you’re engaging people by each specific interest after a post has been published.
Link Baiting vs. Evergreen Content
Link baiting, or “click baiting,” is a very popular method for boosting organic traffic that involves creating a post with an exciting title that doesn’t really pertain to what users will see when they click through. For example, “OMG! You won’t believe which celeb just got arrested!” garners plenty of attention and drives a lot of clicks, even if the most of them turn right around and leave feeling disappointed.
The high CTR of link bait makes sure a post is seen again and again, as it appears to have a high level of user engagement. However, Facebook has been cracking down on link baiting for a while now, which means, yet again, quality content that provides your audience with real value is prevailing in the long term.
When it comes to increasing your Facebook organic reach, thrilling you target audience is the name of the game.
Creating evergreen posts for Facebook may seem like a strange concept given the “there one minute, gone the next” nature of News Feed, but bear with me. A post that engages users all day long (or even into the next day) is considered evergreen content for Facebook.
Older posts will still show up in someone’s News Feed if their friends, like, share, or comment on it. Create useful posts that your audience will appreciate long term and your Facebook organic reach will climb.
Online marketing revolves around quality content, so don’t expect anything different when it comes to boosting your Facebook organic reach. When you log on to Facebook, you’re exposed to around a fifth of what you could potentially see, with the rest being intentionally excluded. As businesses we’re hoping to get that 1 in 5 chance to reach our audience.
Lots of business frequently throw 10-cent content into the Facebook fountain and make wishes that their posts make it to their fans’ News Feeds. Time for a new approach.
Consolidate the time and energy of low-quality posts into some solid-gold content that catches the attention of your fans.
Quality reigns supreme. Users love it, Facebook knows it. Delivery quality over quantity and watch your engagement increase.
Part of determining your Facebook organic reach strategy is finding the right timing, consistency, and frequency of your posting. On average, the best time to post online is in the middle of the afternoon (around 2-3 p.m.) or the night (around 9-10 p.m.).
That may not be the case for your business. Take a look at your Facebook Insights to see when your fans are online and use that information to decide on your best posting times.
As for the best day of the week, it can vary from business to business. Keep in mind that most businesses make a huge mistake by avoiding posting on weekends: If you post on a Saturday or Sunday you might see a better reach due to decreased competition. You can use the post scheduling function on your page for this.
As far as frequency, it should be dictated by your ability to create quality content that engages your audience. So, fewer high-quality posts are better than lots of posts that don’t add value to your readers’ News Feeds. On average, try to post once per day, or at least 3 times a week.
Videos and Links Over Photos
A recent study by socialbakers details a major trend reversal on Facebook. Where photos used to rule, today videos reach more users than any other post type. Text-only status updates and link-type posts rank second and a very close third, with photos trailing behind videos by a whopping 5%.
Your post types could be having a major impact on your Facebook organic reach. We’re not saying ditch photos and follow the video trend. In fact, your unique fan base may react more positively to photos. Use your Facebook Insights to discover what thrills your fans before making any changes. Either way, you’ll be able to use the new information your advantage.
When Organic isn’t enough – Facebook Ads
No matter how you view Facebook’s restriction of business pages, there may come a time (maybe even today) that your Facebook organic reach simply won’t cut it. That’s when you define your audience and budget and start creating ads.
You’ll be able to put yourself in front of exactly (and I mean exactly) the type of person you’re selling to and no longer have to worry about whether or not your posts will make it to your fans’ News Feeds. Read more about creating a powerful Facebook Ads strategy here.
Wrapping it up
Your Facebook organic reach may have been on the decline, but implementing the strategies above will help you reverse the trend and boost your user engagement. As any marketing strategy modification, remember to test your new strategy again and again to find the right fit. Never stop testing, never stop improving. Here’s to your success!
Tell us what’s worked for you
Have you tried any of the strategies listed above? Are you seeing results? Leave us a comment and let us know how things are going for your business on Facebook.