Why Your Facebook Organic Reach is Down and What You Can Do About It
If you’ve been keeping a close eye on your Facebook Page insights lately, you make have noticed that your organic reach is down, more so than past six months. The bad news is, it’s going to keep plummeting. Don’t be shocked if it falls down to 1-2%. That means, if you have 1,000 likes, only 10-20 of those fans will see your posts. Yikes!
Facebook Pages for business launched in 2007 and since then, it’s been a constant struggle for brands to find their niche and reach their audiences. By April 2012, Facebook disclosed that fan pages would only reach about 16% of their audiences and last Fall, they announced that a “lack of space in their newsfeed” was the reason for the decline in organic reach. This could possibly mean that there won’t be any room for organic posts at all.
This dramatic change spells bad news for businesses who have been building a fan base for seven years. Big or small, the change affects all whether you have million likes or a few modest likes – your page will suffer so let’s look at a few solutions.
Should you still stay? Before you think about ditching Facebook for Google+ or Twitter, think about your fans. You spent a lot of time cultivating your fan base and creating a content strategy, don’t jump ship just because something has changed. Social media is ever evolving and that’s part of the fun and frustration. In short, your fans matter so you need to find a new way to keep them engaged and coming back to your page.
Focus on content: Facebook has made it very clear with their new changes that they will only feature top quality content posts. Think of the things that get the most likes on your personal news feeds. It’s probably an engagement, a new addition to the family, etc. Now put that in terms of your business. Is there a milestone occasion coming up? A new product announcement? Or something else that might be exciting? According to Facebook, there is an average of 1,500 possible stories to show in a news feed at a time. Make yours stand out with a positive spin.
Be timely: Now is the time to really study your insights and see when your audience is interacting with your page. Figure out when your audience is online and look for opportunities to post about events that are happening in those moments. Make sure the event is related to your product or content or a possible connection with a recent news event so people can relate and engage.
Post more often: This can be a tricky but with organic reach down, you might want to consider how often you post. Given that the Facebook algorithm is engineered to make relevant connections between people and pages, you should be constantly experimenting with what works. With that in mind, don’t be afraid to post more often. If you post twice daily, try adding another post to the mix and see what works best, then repeat.
Break down and pay for it: Until you find the right fix, it might not be a bad idea to build out a Facebook ad campaign budget. With a very targeted ad campaign, great content and even the smallest amount of cash to spend, you can reach your fan base and see results with just $30 a month ($1 a day). Most businesses don’t want to head in this direction and out right shun the idea of paying Facebook any money, but think about it, before Facebook weren’t you paying for traditional marketing ads? How is Facebook any different? And it doesn’t have to cost a fortune.
How do you feel about Facebook’s declining organic reach and what does your company plan to do about it? Reach out to us on Twitter at @viralheat.
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