Social media has been a great tool for businesses. Facebook in particular has been used resourcefully in order to gain fans and boost interaction for a business. However, lately there have been several complaints to Facebook in regards to a decline in reach. According to Facebook, “Post reach is the number of people who have seen 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.” In the context of Facebook’s definition, reach seems greatly important when it comes to a businesses success and overall growth on Facebook. The question is, what can we do to ensure that our business pages are driving reach?
Let’s first look into why there has been such a decline in Facebook reach lately…
1. People are liking more pages than ever before- increasing the competition for exposure in the Newsfeed.
2. More and more content is shared on Facebook each day, making each person’s newsfeed more cluttered. More content is being made than the time able to absorb it all. On average, one person’s Facebook page can hold 1,500 – 15,000 stories on their NewsFeed. As a result, competition for exposure in the NewsFeed is increasing even further. You’re probably thinking “I definitely don’t see that many stories on my NewsFeed every day” and you are right – you don’t, which comes to my third point.
3. Facebook users do not see all of the new stories on their NewsFeed – Facebook chooses about 300 relevant stories based on relevancy to the viewer. So, there are a lot of posts (your businesses included) that aren’t shown on the NewsFeed.
Here are 4 simple steps to get you started in improving your reach:
1. Images aren’t the hype: While images were claimed to perform best for organic posts, they shouldn’t be your main focus.
2. Videos, videos, videos: Videos have seem to be the most effective organic post, next to text-only posts and links. Also, since not many pages have been posting videos, it comes up as a unique story – which Facebook’s algorithm seems to prefer.
3. Track which type of content resonates with your audience: The true trick is to study your insights that Facebook provides and see which type of post your specific audience prefers – it could be pictures, text-only, links, videos or a combination! Test out different variations of posts and analyze!
4. Don’t focus on using Facebook for reaches or to gain fans: Use Facebook to achieve specific business objectives. Organic content still holds a lot of substance on Facebook pages and can still make it to the top of the NewsFeed. Publish content that relates to your business and that is educational and entertaining.