You’ve got a Facebook business page, and you’ve managed to collect a few ‘likes’ too, so when you post an update it will appear on all your ‘likers’ Facebook newsfeeds, right?
Unfortunately not. Welcome to the world of the ‘Facebook Page Reach’. Here’s an example from a page that we manage that has around 3,000 Facebook ‘likes’. If you’re an admin of a page you’ll see something like this underneath each post:
So in this example, out of nearly 3,000 Facebook users who like the page, only 402 of them had the post appear on their newsfeeds. That’s a mere 13% of users (and this is a fairly typical number across the Facebook platform). What’s going on then?
Before 2012 we all had it so good! Every post that we published on our Facebook page was visible on our fans newsfeeds. Facebook changed this though, and whilst some think that it’s because they want you to click that ‘Boost Post’ button and pay them to reach more users, they insist that this isn’t the reason.
Organic reach is declining because there is now so much more content available to users, and Facebook want to strip this down in order to provide a more engaging newsfeed. Facebook say that the average user has upwards of 1,500 posts that may be visible to them every time they log on to their account. Facebook attempts to use a unique algorithm to prioritise this to around a fifth of that – or 300 posts. So like it or not, the brands that want to get noticed are going to have to pay.
There are a few things you can do though for free to maximise your organic reach.
Remind your fans.
Remind your fans that they can see all of your posts by simply visiting your page (it’ll appear on their ‘Pages Feed’ in the left hand sidebar), or by choosing the ‘Get Notifications’ option (see below):
Facebook are attempting to show posts that they think are of genuine interest to users, so make sure that your posts are interesting. If a user engages with you by either liking, sharing or commenting on a post then they’re more likely to be shown your posts again in the future.
Rather than just throw out multiple posts every day and hope that eventually one of them hits a target, consider a different approach, and for each post you write aim for the maximum engagement possible with the core of users who are active on your page. Use Facebook Insights to see which posts are working the best for you, and subsequently target users with specific post content based on these statistics. One post with good engagement is better than ten poor ones.
Don’t simply assume that because you’re active and posting lots Facebook is working for you. Look at the numbers, and do the sums. It’s not quantity of posts, it’s quality, and quality is measured in terms of engagement and page reach rather than how active you are on the platform.
Ultimately though, it’s generally expected that eventually organic Facebook page reach will hit zero – and if you’re a business and want to reach your fans there’ll be no option other than to part with your cash.