Little Known Ways to Improve Your Facebook Organic Reach & Traffic
by Fervil Von
You may have experienced a time when your Facebook engagement and reach are doing well and it has been consistently delivering great results to your business. Then you shortly noticed that it has started to decrease. This is probably because of Facebook’s algorithm updates in 2015. Just like Google, we can’t say how the algorithm exactly works. Fortunately, there are things businesses and marketers can do to get back on track and increase your organic reach through Facebook. All you need to do is to be a little creative and strategic.
What’s happening to Facebook’s organic reach?
More than 18 million businesses are competing to appear in consumers’ newsfeed space. Earlier this year, Facebook released an algorithm change that restricts the frequency of promotional posts showing up on news feeds. It also targets brand posts that use the exact same content for ads again and again. Organic reach is declining, but it’s not dead. Facebook avoids overwhelming the users with ad-based content. Besides, it also reduces the possibility of banner blindness. Otherwise, promotions would make no sense since people would avoid engaging in anything that looks like an ad. Businesses are the first ones to be harmed in case this happens. This is why we need to stop the blame game with Facebook’s algorithm. Although, it affects some businesses badly at some point, it encourages them to shift their marketing from sales-oriented to conversation approach. Also, it’s interesting to note that, according to Jay Baer, the organic reach of Facebook declines as its stock price rises. The easiest and fastest way to boost your organic reach is to pay for advertising. Economically speaking, Facebook is a business as well, hence it needs money.
How Facebook chooses what to show on your news feed?
Technically, nobody knows. It’s the same case with Google, it is simply complicated. Lars Backstorm, a Facebook engineer, said that there are as many as 100, 000 individual weights to produce results in a news feed. What publicly known in the elements of its algorithm are the following:
- The post types (e.g., photos vs. text vs. video) that receive the most interaction from users
- Which of the posts a user hides or reports as spam
- The user’s interaction with Facebook ads
- The device and Internet speed of a user
How the behavior of users affect what is shown on news feed?
The original news feed ranking system works along with the current one. Simply put the behavior of the users affect the visibility of the posts on the news feed. How much does your business interact with the users? Which type of post does the user engage with? What are the feedbacks of the users who first saw the post?
What can you do to improve your Facebook organic reach?
#1 Create a group for your target audience. Brand pages in Facebook are created to update the consumers about your company and product. Groups are made to interact with the community. In brand pages, not all people can be counted as strongly interested in your business. However, in groups, members opted to join in and are more likely to interact and engage in a discussion. While the group size may be smaller than the page likes, the most important thing here is the potential of this focused community to be your brand advocates.
#2 Encourage your audience to share. Have a clear call-to-action in your posts. Not all users automatically share posts that they like; a little encouragement will do at times. Most tips on content marketing strategy focus on high-quality ones. But how can we say that something is of high quality? It is when the post is introspective, thought-provoking, and helpful for your audience. Basically, it is something worth reading and sharing.
#3 Add attention-grabbing visuals. Given the fact that users don’t have much time to read in-depth text posts, a short self-explanatory image or infographic can drive a lot of engagement – especially when it is witty, detailed yet brief, and share-worthy.
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