If you’ve been managing a Facebook Page over the last couple of years, you’ve probably noted a decline in your Organic Facebook reach. Organic reach refers to the number of people you can reach for free by simply posting on your Facebook Page.
For many businesses, this has been a pain point, especially those who use Facebook to reach new and old consumers.
What is the cause of the decline of Organic Facebook Reach?
According to Facebook, there are two main factors that have affected organic reach:
An influx of content
Over the last few years, you’ve probably noticed an increase in the amount of content that is being created and shared on Facebook. This increase has majorly been fueled by devices like smartphones, which allow people to share content with just a few taps of a button or swipes of the finger. This has led to high competition in the News Feed and has made it harder for any story to gain the exposure it once enjoyed.
Although most platforms display their online feed in real time, this approach has a few limitations. Most people do not have a lot of free time in their hands to go through feeds and often end up missing content that is most valuable to them. The new Facebook News Feed algorithm offers people a better, more engaging experience on Facebook.
Instead of showing users everything in their news feed, Facebook is now showing the user content that is most relevant to them. Therefore, out of the 1500+ stories waiting to be seen in the News Feed, Facebook displays approximately 300.
To choose which stories to show a user, Facebook ranks all stories from the most relevant to the least important by looking at over a thousand factors relative to each user. These changes are all working to make the News Feed more engaging, despite the increase in the amount of content being shared on Facebook.
How to adjust to Facebook’s News Feed algorithm
Consider your content
This is one of the simplest, yet most effective way to grow your organic reach. Take the time to create quality content and your reach will expand. The main goal of Facebook is to offer entertaining and engaging content to its users. Therefore, it gives priority to such content and showcases it to your fan’s News Feeds to keep them engaged.
Embrace Paid Facebook Ads
Although brands should focus on improving their organic reach, there is no point denying the power of Facebook ads. According to studies, Facebook ads produce tremendous positive ROI. Facebook ads also offer marketers more freedom than any other ad platform. So consider coupling your organic efforts with Facebook ads to get the best out of both worlds.
Quality over Quantity
If you post frequent untargeted content, consider switching to selective but targeted publications. The goal here is to get as much interaction as possible from a single post. You can target your post to specific audiences, which can help improve your overall interaction among people who find it interesting and relevant.
This can be something as simple as adding a simple reminder for our audience to like, comment and share at the end of your posts
Share engaging videos
According to studies native Facebook videos fetch a 186% higher engagement rate when compared to other videos. They are also shared over 1000% more than those from other hosting websites. Therefore, take the extra step to publish original videos for your page and promote them on different platforms like Facebook and YouTube for the best result.
Broadcast on Facebook Live
According to statistics, Facebook users are 3 times more likely to watch live broadcast than traditional videos on the platform. So if you are concerned about a decline in your organic reach, start experimenting with live content. Try creating content that is at least several minutes longer to get surfaced in the News Feed. Also, share real behind-the-scenes content to attract your viewer's interest.
The Facebook algorithm keeps changing from time to time. Therefore, as a brand, it is crucial that you keep up to date with these changes as well as rethink your content strategies to suit these new changes. Only when you stay in line with these changes will you reap the most rewards from your Facebook Marketing.