If you’re used to working on Facebook for years, you may have noticed something alarming in recent months: its organic reach is decreasing.
Although your Facebook posts used to gain you a lot of shares and interactions, they are falling, and you do not know how to keep up.
The fact is that this decline is not new. Most experts report that the decline in organic reach reached its peak in 2014. It was then that marketers began to raise concerns about the situation.
The bad news is that it is not much you can do to reverse the trend on Facebook itself. The good news is that you can adapt. You have to learn how.
Facebook plays a vital role in the success of most businesses. It serves as a way to connect with customers, share information about business activities, and reach potential customers. However, the changes made to Facebook’s algorithm over the years have made live broadcasting more difficult, and Mark Zuckerberg’s social network is starting to seriously favor paying advertisers as evidenced by the evolution of organic reach on Facebook since 2012.
If you’ve been on Facebook for a while and rely primarily on the organic reach to interact with your customers, you’ve probably experienced a decline in traffic, and you’re not the only one. Even the high traffic pages like ‘Chicago Tribune’ have suffered.
Why is the visibility of your posts on Facebook declining?
The decline in Facebook’s organic reach is due to several things. The first, however, is that there is so much content posted on Facebook now that they almost wholly crush the system. At present, many people use Facebook, and each publishes and shares content.
As you can imagine, this makes this principle of visibility difficult.
Beyond that, Facebook changed its ranking algorithm in 2015. This change reorganized the chronological order of messages and updates and began to classify messages according to the readers’ level of interest. While this is great (in theory) from the user experience, it’s terrible for marketers.
Moreover, this situation has only got worse since then. Even before Facebook updated its algorithm in 2015, a study found that organic reach for Facebook pages dropped from 16% to 6.5%.
Kurt Gessler, the assistant editor of digital news for the Chicago Tribune, published an article on April 17 that announced that Facebook does not broadcast a third of the publications.
There are ways to boost organic reach today.
Here are four flaws of the Facebook algorithms to exploit to achieve this.
1. Try Targeting with Audience Optimization
If you do not use audience optimization targeting using an SEO agency, you miss an excellent opportunity to recover from the live audience.
This type of targeting allows you to identify a specific segment of the population (by age, gender, location, language, interests, etc.) and increase the chances that people with these specific criteria will be exposed to your content in their news.
To enable this option, you must access your settings in the upper right corner of your Facebook page.
2. Post video content
The video quickly became master of Facebook, especially if you want to engage your audience. Video posts exceed all other types of content, including photos and links (with declining engagement rates), even on pages that do not traditionally rely on video.
If you want to increase your organic reach, commitment remains your friend. While Facebook favors those who pay for advertising, the algorithms also favor pages that work well in the field of engagement.
As a bonus, live video can even help you stand out from your competitors, mainly if they have not adopted this form of publication. So, if you want to connect with new potential customers and generate a more organic reach, you need to publish high-quality videos.
Use images and videos
While a person could see more than 1,500 news on Facebook every time they log in, the platform only publishes about 300 news feeds. This is one more reason to find a way to stand out. That’s why it’s essential to vary the content on your Facebook Page by providing not only links, but also images and videos.
According to Buzzsumo, publications containing an image have an interaction rate 2 to 3 times higher than a publication without any illustration. To improve the organic reach of publications, it is essential to encourage interactions on your page. Thus, photos and videos can help you achieve this goal.
There are several ways to provide exciting visuals to your audience:
- Create infographics;
- Share photos of your business;
- Include quotes in photos;
- Share quality photos.
For example, creating videos with Facebook Live is another way to encourage people to respond with your content.
3. Select the right content
As mentioned above, Facebook rewards pages that have high engagement rates. This means that you must select the information you publish carefully. By displaying only your best content, you can increase your engagement, which increases the chances that the algorithm will promote your content compared to that produced by pages that are not as selective
However, how to determine the type of content that stands out? Fortunately for you, some options can help.
First, you must harness the power of analysis. You can start by getting to know your target audience through Audience Insights. Then use the available page previews to learn more about the current engagement levels and see a variety of useful statistics.
Finally, make sure your titles are designed to catch the attention of your target audience.
In some cases, you can test your content on another platform to assess the level of potential engagement. Often, you can do it quite quickly on Twitter, so consider posting it there before adding it to your Facebook page.
4. Invite committed readers to follow you
Facebook has an incredibly useful feature that allows people who have recently viewed one of your posts to come back to your page.
The tool comes in the form of the Invite to Like button, which encourages users who have enjoyed a portion of your content to like your business or page. They have already clearly shown that they liked something you had to say, so the chances that they like your page may be higher than trying to invite someone who has not yet interacted with you.
All you have to do is select the name of a person who reacted to your message and clicks the Invite button. Facebook allows you to know when someone accepts the invitation and likes your page.
Overall, the success rate with this option is pretty good. Given the fact that it only takes a fraction of a second to click on the button, and that the service is entirely free, it is worth it.
In sum, although the organic reach never returns to what it was a few years ago, using the tips above can help you recover some of the organic reaches that has been lost. However, if you have the budget for this, paying for some Facebook ads could also help you overcome the shortcomings left by the decline of this organic reach.
Where can I find organic reach for my Page using the previous measurement?
To find organic reach for your Page using the previous measurement:
- Click Insights at the top of your Page.
- Click Export Data in the top right.
- Below Data Type, select Page data and below Layout, select Edit All Page Data.
- Type “served” into the search bar at the top and select whether you’d like daily, weekly or 28 days of served organic reach of Page posts.
- Once you’ve made your selection, scroll to the bottom of the column on the right, click the box that says Served Organic Reach of Page Posts and drag it to the top of the column, below Key Metrics. Do this for each type of Served Organic Reach of Page Posts that you’ve selected. This will prevent any errors from occurring.
- Click Apply and then click Export Data.
- Open the document that downloads to your computer and searches for Served Organic Reach of Page Posts (this is the term for the previous measurement of organic reach).
Reaching new people through organic reach on Facebook is increasingly difficult. So these five tips can help you improve your reach.
However, it is important to note that Facebook is also an advertising platform and can be harnessed as such through a good e-commerce development company. As a result, it is not surprising that the simple “boost” of publications is encouraged by the social network and that this can significantly increase the interaction rate on publications.
The highlighting of publications is another option (paid) that can allow you to increase the number of interactions and promote organic reach.