Facebook page owners must deal with Facebook’s News Feed algorithm that controls who sees their posts and when. Do you post on your Facebook page and you see that the post reached only a tiny percentage of your fans? Do you struggle to get any interactions on your page?
Well, this blog is here to explain what is happening every time you update your Facebook page, why it is happening and how you can improve your Facebook organic reach.
Let me begin by explaining a few things:
- Reach: Post reach is the number of unique people who saw your post. Your post counts as reaching someone when it’s shown in News Feed. Figures are for the first 28 days after a post was created and include people viewing your post on desktop and mobile.
- Organic Reach vs Paid Reach: The reach of a specific post depends on how people engage with it.
- Organic reach refers to the total number of unique people who saw your post in News Feed or on your Page, including people who saw it from a story shared by a friend when they liked, commented on or shared your post, answered a question or responded to an event
- Paid reach: The number of unique people who saw your post through an advert, boosted post or sponsored story.
- EdgeRank: This algorithm is often referred to as EdgeRank. It is extremely important that you understand how EdgeRank works in order to have a successful Facebook page.
InsideFacebook.com describes EdgeRank as “the algorithm that determines what items populate your News Feed. With all the friends people have and pages they like, most users would be overwhelmed to see all of the activity generated by these connections. Facebook, therefore, assigns a value to every possible story that could end up in the feed. This value is based on affinity, weight and time. Affinity is the relationship between the user and the page or friend that created an item. Weight is affected by the type of story, for instance, whether it is a photo upload or a comment on another person’s status. Facebook tends to value rich media content and often when it introduces something new like Questions; it temporarily weights activity from that feature higher. The third factor affecting EdgeRank is how recently an action was taken.”
Example of the reach when I posted a picture to my Facebook Page:
As you can see from the picture on the left, I shared a short text update with a photo. It got 5 likes. Only 72 people saw it out of 350.
What did I do wrong?
What happens when a Facebook Page posts an update?
When a Facebook page posts an update, shares a picture etc. only a portion of fans actually see this. This has always been the case however, in recent times it has become a serious problem for businesses.
Facebook page owners must first recognise that their content isn’t guaranteed to been seen by all fans and so it’s very important that content is interesting, engaging and shareable!
Complaining about how Facebook wants everyone to advertise isn’t going to solve the situation you are in. You have two options: pay the advertising or fix the problem.
If you would like to set up some Facebook advertising you can do it here: https://www.facebook.com/ads/manage
If you’d like to solve the problem… read on….
So, you’ve probably heard that Facebook organic reach is dead. I don’t believe it is. In fact, I know it’s not. It’s well and truly alive! The problem is your Facebook marketing strategy.
Why is this happening?
I believe that organic reach is down because people have more friends and like more pages and so the News Feed is jam packed with updates and news. Of course Facebook want businesses to advertise more too!
How do I maximise my Facebook Page’s reach?
Having worked on client Facebook pages over the last few months, I have clearly seen that if your Facebook Reach is down, it isn’t because Facebook is penalizing you.
Your Reach is down because your Facebook marketing strategy is poor or even non-existent.
So, how do you fix the problem and increase your organic reach?
- CONTENT! CONTENT! CONTENT! CONTENT! CONTENT!
It is so important that you have a content strategy. Plan in advance what you are going to say, when you are going to say it, why you are saying it and who you are saying it to. Remember my 80/20 rule of thumb about content. 80% should be fun, engaging and informative while the other 20% can be promotional, calls to action.
- Post regularly and consistently
It’s so important that you post to your page regularly. That doesn’t necessarily mean every day, but a few times a week should do! It varies depending on the page however even if it is only once a week, then make sure you are updating your page once a week, every week.
- If spending money on Facebook ads, make sure they are targeted
Running Facebook ads is a very handy way to promote your page among your target audience. Be sure that you run ads that are set up correctly and are targeted specifically. This will mean that any new fans to the page will have an interest and won’t just be liking it because it showed up in their timeline and then never interacting with it!
- Don’t put all your eggs in the Facebook basket
At this stage, you should also be using other digital marketing tools such as email marketing, blogging, video blogging and even using other social media platforms perhaps LinkedIn, Twitter, Snapchat or Vine!
If you use Facebook as your only form of online marketing, it’s time you reviewed your marketing strategy.
Don’t get me wrong, Facebook reach has drastically dropped and it is very frustrating for Facebook business page owners, myself included! However, complaining about it is never going to fix it. So, review what you are currently doing and adapt!
Have you noticed a difference on your Facebook page? Has the reach decreased dramatically?