All marketers are serious about promoting their businesses on Facebook and why shouldn’t they be? After all:
• Facebook drives 25% of social traffic with 1.31 billion mobile active users. Facebook’s ambition is to create a social search engine to compete with Google.
• There are 1.49 billion monthly active Facebook users.
• There are 40 million small business pages (active) on Facebook.
But have you noticed a decline in your organic reach? When Facebook engagement and reach go down we tend to blame it on Facebook’s algorithm. Today’s infographic from Mike Dane at Truconversion touches on these basic strategies every marketer can remember to keep their engagement and reach high.
If you’re still struggling with organic reach, chances are you need to do more testing on your Facebook Page. Every business is different and the things that work for a competitors’ page may not work for yours.
In the meantime, there are some general best practices that everyone should follow. They include understanding the Facebook algorithm, always posting valuable content and not overcrowding your fans News Feed.
Why organic reach declines?
Reason 1: To avoid overcrowding of content on newsfeed (w/limited space)
Reason 2: Facebook needs to make money so you have to pay for Facebook Ads to increase reach.
According to Jay Baer: Facebook’s organic reach declines as it’s stock prices rise
Newsfeed & User Behavior
• With the post type: the more you engage with a friend or page the more likely you are to see their posts
• With the author: If you often engage with a certain type of post, you’re more likely to see posts of that type
• Who saw the post: The more Facebook users engage with a post, the more likely you are to see that post
• Or negative feedback: As more users give negative feedback the less likely you are to see that post
#1: Publish Evergreen Content
• Collect evergreen content in your niche that provide sustainable value to your audience
• Then give the content pieces a new spin and schedule them multiple times
• You can use a social media scheduling tool like Edgar
#2: Use Organic Post Targeting
• Step 1: Enable targeting from your page settings
• Step 2: Check Facebook insights for data about your audience
• Step 3: Run 2-3 targeted posts using different parameters
• Step 4: Open Facebook insights and check your results
#3: Post at Off Peak Times
• Test posting in the off peak hours (6 PM – 8AM) with maximum possible fans online
#4: Respect your Audience’s Choice
• Post all kinds of updates that add value to your fans. Links, Status Updates, or Videos
• Don’t force one content form into another. Just because a certain type of post is currently performing better on Facebook.
#5: Publish Video’s on Facebook
• Keep it short & professional. Two minutes or shorter is best
• Have movement in the 1st two or three seconds. This will attract the attention of people who have autoplay.
• Edit your video, so you have a good thumbnail
#6: Facebook Post Frequency
• Avoid posting more than 2-3 times/day. It can overwhelm your audience
• Always post high-quality content. Engage your audience with humor, inspiration and educational content
• Test your page frequency. Only your data can reveal your audience’s exact response
#7: Partner with Other Facebook Pages
• So you need to have at least ten thousand fans on your own page. You’ll need to strike deals with pages having least tens of thousands of likes
#8: Use Less Than 2 Hashtags
• Experiment with relevant hashtags. Track your results to find out if they work in your industry and for your audience.
Focus on value and don’t worry about reach. Don’t go around chasing Facebook’s organic reach.