Facebook organic reach is down. Way down. In the past, sharing a link on your Facebook or Instagram page could generate a great deal of clicks. Not anymore. For years, social media referrals have stayed at around 5 percent of overall traffic.
Roughly 5% of a person’s Facebook followers will see the typical post that is made. The great news is that social media has an immense audience. There are over three billion nine hundred and sixty million people who use social media platforms regularly. Accessing a plethora of people is more complex than ever before.
Organic Reach On Facebook
The amount of people who view your material without spending any money on its distribution is referred to as organic reach. Your posts are visible to those in their own feed as well as those whose friends have interacted with you.
The viewers of a post or advertisement that has been paid for are known as paid reach. The effectiveness of your advertisement delivery depends on the targeting settings you use and can also affect how you expand the organic visibility of your posts on Facebook.
But it’s not so simple. Your content’s impact is largely dependent on engagement levels – that is, the number of individuals who show their support of your post by liking, responding, leaving comments, or sharing it.
The level of participation has increased significantly but the organic reach has decreased drastically.
Strategies to Boost Facebook Organic Reach
Remember that every industry and audience is different. Analyze the data and determine where the greatest changes can be made, then pick a few approaches to implement.
Retain whatever is effective, discard what is ineffective, and then attempt a different plan. Rinse and repeat.
1. Build Your Presence and Authority
What is the benefit of expanding your reach if organic engagement decreases as your audience gets bigger? Despite this, there are still many advantages to having a significant presence.
- You get to add social context to your ads, which makes them cheaper and more effective.
- You’ll have better posts and page insights to tailor your marketing efforts. This includes both demographic and psychographic data.
- Your perceived influence will increase, which amps up your credibility factor.
Increasing the visibility of your presence is not about increasing your page’s number of followers. The amount of ‘likes’ your page has accumulated does not show how well your content will be received.
It is essential that you create enough influence so that your listeners are motivated to take action. This implies that they will have a more favorable reaction to your content.
To increase engagement, bring in the right type of individuals to your Facebook page. Random fans are useless. They do not take part in activities nor do they have a good impact on your advertising endeavors.
You want people who are very attentive and attuned to your business objectives. By doing this, the material you release will be more pertinent to them. Consequently, it has a greater likelihood to appear in their news feeds.
What can you do to build a targeted audience?
Have a Strong Brand Presence
If your brand is not given its due attention, it is likely that your target market will also be lacking enthusiasm. You need to build a lasting impression of your brand in the minds and emotions of your audience.
Reiterate your message regularly, provide content useful to your business, and stay consistent.
Use Audience Insights to Build a Target Persona Specifically for Facebook
Previously, we discussed the monitoring of the metrics for your web page and posts. This same data can be used to create a profile of yourself. Information such as gender, age, origin, place of residence and job are all facts that can be registered.
You can then flesh it out with more substantive information like:
- What are their pain points?
- What are their interests?
- What are their attitudes and beliefs towards your business or industry?
- What are their objections and how will you address them?
Target That Demographic When you Boost or Promote Your Posts
You can build a personalized audience based on your desired persona. When you promote a post, you have a higher probability of connecting to your target audience.
Make Sure Your Like Campaigns are Very Targeted
You want quality over quantity. There are a few ways you can attract the kind of people who care about your brand:
In addition to running ads to reach your desired audience, you can ask people who have liked your individual posts to give your page a like. First, plug in your page in the search bar.
Choose one of your posts and select the group of people who have liked it. This is an excellent source for locating people who already have an appreciation for your material.
Look through to understand the number of people who have interacted positively with your posts but have not given a ‘like’ to your page. Invite them to do so. 9 out of 10 times, they will.
Add Integrations and Customizations to Your Page
You can link your Facebook page to other applications, instruments, and platforms. These measures will make your webpage easier to use and enhance your promotional activities.
Here are some of the customizations that you can include:
- Custom tabs
- Email capture forms
- Video players
- Landing pages
- Apps to run contests
- Appointment schedule apps
- Blog and RSS feeds
- E-commerce tabs
Cross-Promote Other Social Media Platforms with Facebook
If you have attracted a considerable fanbase somewhere else, you can use those places to expand your presence on Facebook. Here’s what you can do:
- Leave a link to your Facebook page in the bio of your other social accounts
- Place clickable social icons on your cover photos
- Broadcast to your other networks about your Facebook page and ask them to engage
2. Drive Facebook Organic Reach By Publishing Evergreen Content
Many people are not using social media content in a planned and purposeful manner. No matter what you want out of your Facebook page — whether it’s making money or getting people to visit — using evergreen content is the best method available.
Freshness isn’t just Google’s ranking factor.
The length of time a post remains visible in a Facebook News Feed is determined by how recently it was posted. If you create content that is ageless, it will be beneficial to your readers for extended amounts of time. They’ll keep engaging with your post.
Make sure users are aware that they can go back to posts that they have liked and interacted with in the past.
This will result in enhanced involvement, and Facebook will guarantee that your post propagates even more and shows up in feeds for longer lengths of time.
Here’s a simple process for repurposing evergreen content:
- Select posts that have done exceedingly well and continued to provide value to your audience long after it was published. Take a note of them in a spreadsheet.
- Approach that piece of content from a different angle. Put a new spin on it or change the context. Keep in mind that video content can outperform the same content in text form and vice versa. The key is to test what resonates best with your audience.
- Publish your repurposed content at different times. This ensures that some fresh eyes get to see and engage with your newly revamped content.
But what if you don’t feel like going through the effort of making and utilizing your own posts again?
Curate Other People’s Evergreen Content
Content curation does not involve appropriating somebody else’s work as if it were one’s own. It’s about gathering articles from the web and showcasing them to your associates.
But it is about more than just randomly coming across a post, enjoying it, and then clicking on the share option.
Instead, you should approach curating content as if you were producing your own material. Take a few hours to look into and examine multiple posts that relate to one particular theme, then transfer them to your crowd on a fixed frequency.
A good illustration: Later narrates the accounts of businesses they have assisted effectively through the resources they provide.
They are using this technique on their blog, and you can utilize the same methodology for your Facebook page. Here are some examples of evergreen content using curation-type posts:
- Video tutorials
- Recipe posts
- “How To” posts
- Q & A’s
- Thought pieces
- Industry-specific stats
- Weekly roundups
- Company mentions
- Industry news
How can you make sure that your audience is interested in this material? Make sure your posts include all the elements to make them convincing. Formulating a content approach is half of the challenge.
3. Use Facebook Insights
The more you know about your audience, the better. Facebook Insights offers a range of different analytics that allow page owners to evaluate the success of their posts. Right now, Facebook Insights is divided into five distinct parts: Likes, Reach, Visits, Posts, and People.
- Likes reveal the total number of people who have liked your page within a specific time range and also where the like happened (i.e. on page, page suggestions, mobile, desktop, etc.) You can also see a breakdown of paid vs. organic likes, as well as how many people “unliked” your page.
- Reach is an important metric because it tells you how many people have seen your posts. You can also see some positive engagement metrics, such as likes, comments, and shares.
- Visits give you a breakdown of which pages (tabs) were visited (i.e. timeline, likes tab, custom tabs, etc.) and also which referring sites (external) brought people to your Facebook page.
- Posts analyzes your content based on post type, targeting, total reach, time of day, and engagement.
- People show you the demographics of your fan base. You can see things like gender, location, language, and compare people reached versus people engaged.
Content performance shouldn’t be based solely on vanity metrics. If your visibility is low, you won’t get much engagement.
If you are solely looking at the total number of ‘likes’ and ‘shares’, you might be misinterpreting the larger context. Facebook Page Insights provides brands with a comprehensive view of how their page is doing.
4. Use Competitor Insights
Even if you are the most important influencer in your area of expertise, there is still much that you can gain from studying your rivals. We can become so absorbed in our labels that we lose sight of what is occurring in our sector.
The good thing about social media is it’s straightforward to observe what your opponents are doing and if their plans are successful or not.
An innumerable number of resources exist to assist you in gathering information about your competitors. The most sought-after ones include Simply Measured, Social Bakers, and Quintly.
Observing the attached picture below will give you an understanding of the tool’s functions.
When looking at each key phrase or subject, you will be able to view the greatest material, influential figures, and individuals who have shared it. This is based on a range of criteria including the amount of times it has been shared, the amount of reverse links, domain authority, and authority based on social networks (the following amount, total page likes, and more).
Begin by searching for your opponents on Facebook manually and observe which posts and material got the most interaction. Aside from analyzing the content, try to figure out which types of posts have the best results.
5. Build a Community
It’s not about you – it’s about them. Brands should strive to construct online surroundings and deliver worthwhile content for their viewers through social media.
The most successful companies on Facebook share something in common: they have created strong and lively communities that attract their followers over and over.
Brands that have established a loyal online following do not need to worry about how many people have seen their ads, how often their posts were clicked, how many likes they received, or how many shares their content had. They concentrate on the importance of what they deliver on a daily basis. The rest will come naturally.
Question to yourself: What benefit are we providing to our supporters? Many sites have an “About Us” portion that gives insight into the organization’s atmosphere, beliefs, and other qualities that make them unique.
Look at your Facebook page as a profile for your followers to learn more about you. You should not make your posts about your business, but should focus on the topics and interests that your devoted customers care about.
It’s usually difficult for people who follow you to frequently interact with promotional content such as this, except for an occasional “like”. This type of content tends to be rather uninteresting.
There is a great amount of self-advertising material on Facebook, so if something seems to be too commercial, individuals tend to overlook it. The fewer people who interact with your material, the less likely it is to show up in people’s feeds.
Social media should be a conversation. If your posts and content don’t initiate discussion or, at the minimum, contribute to conversations, then your approach isn’t correct.
Remember that engagement is a two-way street. Communities should go beyond sterile boardrooms and logos. It is important to consider the personalities who have had an influence on the development of your brand.