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28 Jan 2016

How to Improve your Facebook Organic Reach

Annabel

Improve your Facebook Organic Reach

Organic reach is the total number of people you can reach – for free – on Facebook when posting to your Business Page.

For the average business organic reach used to hover around 16% but new research by Ogilvy shows that these days it’s actually more like 6%. AND, if you have over 500,000 Likes on Facebook your organic reach could be as low as 2%. So you may be wondering whether Facebook is worth the effort.

First off, it’s important to know that just because you have a Like on Facebook doesn’t mean that person is going to see your content.

Why?

Because…

1) Competition in News Feeds is increasing. With the rise of devices like smartphones it has become a lot easier to share content instantly with your audiences. This means that there is now a vast volume of content being pumped out, and people are missing most of it.
2) Facebook has a News Feed ranking system, an algorithm, that sits behind the platform and filters the content that comes into your news feed based on relevance. Relevance is determined by your habits and history. So if you Like a Business Page but never interact with it then you won’t see their content.

WHY DO FACEBOOK DO THIS?

1) Relevance. If people are constantly seeing content that is not relevant to them then they’ll stop Liking Business Pages and interacting with Facebook Ads.
2) Revenue. Facebook wants you to pay for visibility. Pay to promote your content. There is plenty of cynicism over this subject but, consider this… there are 18 Million + Business Pages on Facebook all competing for space in your audience’s news feeds – how are they ever going to see the content they really want to see or that is relevant to them if it weren’t for some kind of filtering process?

HOW CAN YOU IMPROVE ORGANIC REACH?

1) Relevant content is content that’s good, that matters, that educates, that stimulates people. Once you’ve invested the time and effort to produce content your audience wants to see, make sure you then nurture and engage with your audience whenever they interact with your content. Reward your audience for engaging with you.
2) Post type is important. Monitor what post types resonate with your audience. Be adventurous and mix things up to see what sticks. The Facebook algorithm filters the types of content your audience engages with the most and then shows them more of that type of content. So if your audience likes and interacts the most with video content then they are most likely to see your video posts in their feeds.
3) Post quality content less often. Lots of content is not necessarily a good thing. If you post too often within a day you may notice a drop in engagement. Post well considered content regularly, be consistent with the number of posts per week and don’t spam.
4) See what resonates and boost that content. If you notice that a piece of content is getting high engagement levels – within 2-4 after posting it – then that may be a good indication to boost that content with some paid for advertising. This will increase the chances of it reaching more people – i.e. friends of friends.
5) Time and decay. The lifespan of a Facebook post depends on many factors. One is its usefulness. Even an old post can show up in your news feed if your audience engages with it. Post evergreen content – content that remains fresh for a long time.
6) Forwards and backwards interactions have a huge impact on your organic reach. If people start interacting with your content then everything you post over the next few days will appear in their feed. As soon as engagement stops Facebook sees the decline and stops showing your content in their feed.
7) Use organic post targeting. Facebook’s organic post targeting enables you to deliver your content to the audience most likely to engage with it. Facebook gives you the option to target your content to specific groups based on gender, relationship status, education level, age, location, language, interests and post end date. Select the targeting options that will help reach the right audience for your content.

HOW TO MONITOR FACEBOOK REACH?

Monitor to check your content is resonating with your audience. Keep a close eye on your audience’s comments and what people are reporting as spam. There are a number of excellent social media monitoring tools to help you do this. Try mixing things up by using a combination of both free and paid-for tools. Here’s a list of some of the most widely used monitoring tools:

Hootsuite
TweetReach
Socialbakers
TweetDeck
Social Mention
Klout
Mention

With over 18 Million Business Pages on Facebook can you afford not to have your brand represented in that space too? Facebook provides you with a platform to have direct and immediate interaction; and natural conversations with your audiences. Your brand can gain broad and positive exposure through just a little strategic thought and some carefully crafted content.

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Float like a butterfly, sting like a bee. Tenacity Works is an indie digital design and marketing agency that punches above its weight. From getting the look of your company in prizefight condition, to fancy, nimble footwork in the digital space, or punchy marketing that hits where it counts – we want to be your champion.

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