4 Tips to Improve Your Organic Reach on Facebook
When Facebook was conceptualized in 2004 as a social network aimed at connecting college students, who knew a decade later it will become the most widely used social network, connecting not only people but also bridging the gap between brands and businesses and their customers? Today, Facebook has 1.49 billion monthly active users.
The pitfall here is that as more and more people and brands jump onto the social network, the noise level for individual users increases. For businesses, this means that they need to be remarkable and interesting to stand out from the crowd and improve the organic reach for their Facebook Pages. What does that mean exactly?
By definition, the organic reach of your Facebook Page refers to how many people you can reach for free by simply posting to your Page. Recently, brands and businesses alike have been expressing concern over the declining organic reach for their Facebook Pages. The reason for this is two-fold.
1. Firstly, Facebook is one of the most popular social networks for promoting blogs and businesses with 18,000,000+ business pages! As more and more content is published to the social media outlet, content is published faster than it is consumed. Consequently, competition to appear in people’s News Feed is fierce.
2. Secondly, News Feed works in such a way that rather than showing people all possible content, it sifts through the potential stories and deliver those most relevant to each person based on previous engagement with content from specific businesses.
But make no mistake: Organic content still has value on Facebook. It’s just a matter of increasing your organic reach on the social network by providing high-quality, high-performing and interesting content on your Page.
4 Ways You Can Reach More People in News Feed
Before we get into what you can do to increase your organic reach on Facebook, you need to know that nobody knows exactly how Facebook calculates what shows up in people’s News Feeds. There are, apparently, as many as 100 thousand individuals weights that influence the process, according to Facebook engineer- Lars Backstrom. However, there are a few things that we do know Facebook looks at. For example,
- Post types that received the most engagement from the user
- Posts that the user previously decided to “Hide” or “Report”
- The user’s interaction with FB Ads
- The device of the user
- The speed of the user’s connection
- Affinity, weight and decay
To grow your Facebook reach organically:
1. Provide a Nice User Experience for your Fans & Followers
– Think openness and disclosure. Show what goes on inside your company.
– Think access. Make it easy for your fans and followers to reach and interact with your company.
– Think positivity. Make your Page a gorgeous mix of text-only posts, Vine videos and links to useful and informative articles. The idea is to create an enjoyable and pleasant experience for your users.
In short, let people know there is an actual human being behind your Facebook Page.
2. Post Fresh, Unique and Engaging Content that Gets Read
The lifespan of a Facebook post depends on many factors; one of them is usefulness. Everything you post on Facebook is content and it is your responsibility to make every piece of content an opportunity for increased and specific engagement.
3. Post at Non-Peak Times
When it comes to creating and publishing content, you need to, first of all, define why you are creating content and what you are trying to achieve with it. For example, if you seek to increase engagement for your Facebook posts, posting at a time of the day when your fans are most active is important.
In contrast, if you wish to increase the organic reach of your Facebook Page, it makes sense to post updates when there is little else being shared online. The assumption is that your content is more likely to stand out if the competition for News Feed space is less. So instead of posting content between 6 a.m. and 3 p.m., consider posting updates between 10 p.m. and 3 a.m.
4. Design Marketing Campaigns that Encourage your Fans & Followers to Do the Sharing
To do this, you’ll need to know what motivates your audience to engage. After all, social media is all about building online communities and providing value for your audience. If you want your fans and followers to share your content, the answer to the question “What’s in it for me?” should be fairly obvious. Are you offering
- An emotional reward?
- An educational reward?
- Or a material reward?
Remember that social media is a two-way street.