If you’ve managed a Facebook page over the past couple of years, you’ll know that Facebook’s organic reach has declined gradually since 2013. If you’ve created a Facebook page recently and have tried to build and encourage an engaged audience without paying for it; I feel your pain.
But it’s not all bad: The organic reach “algorithm” won’t actually matter if you post content that your audience love, and gladly share. While it’s up to you to figure out what works best for your audience, here are some statistics about the changes to Facebook’s tweaks to your page’s organic reach, and how the different post types rank. The data is based on an audit conducted by Locowise. The infographic was created by Sproutsocial.
Why have my posts organic reach reduced?
- To avoid overcrowding of branded content on users newsfeeds
- Facebook’s cashing in on Facebook Ads
Reducing the organic reach for business pages is a strategically smart move from Facebook for two reasons: To maintain the ‘social’ aspect of Facebook, and to move towards an advertisement platform as a business model. The former helps strengthen Facebook’s value proposition as a social network where you can interact and connect with (almost) all your friends and family. The latter greatly strengthens Facebook’s revenue stream and stock prices. While the organic reach declined from 12% to 6% over a 5 month period in 2013, Facebook’s stock prices rose from $50 to almost $70.
It also takes advantage of their value proposition to advertisers: The possibility of micro-targeting narrowly defined target segments. For community managers, however, it means that we have to try a little bit harder.
What can I do about it?
If you post visually stunning, well-written content that your audience love to engage with and share – stop reading. Go back to your euphoric dreamland of inbound marketing heaven.
If you don’t yet know how to serve your audience – keep reading! It’s impossible to know what your specific audience will react to; that’s for you to find out. But while you figure that out, here’s some things to try:
- Engage you community by asking questions
- Post at different times of the day to find out when your audience likes to interact with your content
- Communicate visually; Photos generally does well on social media. Experiment with different types of images: What about an infographic or a quote? What about showing your product/service in a unique way?
[Main image: Shutterstock]
Latest posts by Axel Andersen (see all)
- Why Jamie Oliver Loves YouTube [CASE STUDY] #smlondon - August 4, 2015
- How CMOs Use Twitter #smlondon - July 30, 2015
- Why Pringles Want You To Hit Their Digital Piñata #smlondon - July 16, 2015