If you've been running your company's Facebook page for a while, you may have noticed that your posts aren't getting as much reach as they used to. Facebook is constantly changing their algorithms—the code that decides what posts to display and when—in search of a better user experience. Unfortunately for us, they now prioritize updates from family and friends over liked pages. (How dare they?!)
But there ARE ways to make sure your content is seen. You just have to learn how to play Facebook's game! Click through for some tips on how to fight back against the decline of organic Facebook reach.
Produce unique content.
It used to be that more posts = more engagement, but that's simply not the case anymore. In order to achieve the best results, work on making each piece of content unique. You don't want a little interaction on a lot of posts, but a lot of interaction on fewer posts. Identify an audience you particularly want to reach, then design your content around their interests.
Curate your content.
This is social media; not everything you post has to be your own. If it fits your brand and it's funny, share it! If it's useful info for your customer base, share it! Including curated content helps you save time and also diversifies your feed. Watch what your followers interact with and use that information to select the best content to share.
Remind fans they can view your page directly (and even update their notification settings).
Fans can view your page directly by clicking on the “Pages” tab and then clicking your page. There's even a “Shortcuts” section at the top where Facebook helpfully lists all the pages a user most frequently visits, so encouraging your fans to visit the page directly will increase the odds of your showing up in the shortcuts. You can even edit those shortcuts to pin certain pages to the top.
Did you know you can change the notification settings for each page you follow? It's right there at the top of your page, if you hover over the “Following” button. Change the setting from “Default” to “See First,” and that page's posts will always show up in your feed.
Tell them to like and share.
Facebook's algorithm takes a multitude of factors into account when displaying content, but their overall goal is to provide what's most likely to be useful. So the more someone interacts with your page by liking or sharing, the more your page will show up in their feed and, by extension, the more it will show up in that person's friends' feeds.
Organic Facebook engagement is highest on posts with video, narrowly edging out photos, but that popularity is likely to continue increasing. Facebook users currently watch 8 billion videos per day, collectively. Videos are simply more engaging than other kinds of content—they make people want to stop and watch. Not sure what to do? Show off some products or some aspect of your office life. Pretty much anything you can think of will be more interesting in video form than not.
It's also worth noting that native Facebook videos—those uploaded directly rather than being shared from sites like YouTube or Vimeo—have a 186% higher engagement rate and are shared 1,000% more. Additionally, try broadcasting on Facebook Live for some extra reach. Users spend 3 times more time watching live video on Facebook than they do traditional video, so if you're planning to make a video anyway, why not make it live?
Refocus on your website, blog, and other helpful content, then share with Facebook.
Don't spend all your time thinking about what to post on Facebook. Instead, concentrate on creating content for the assets you own, like your website and blog, rather than social media platforms where the rules are always changing. Quality content—blog posts, case studies, videos, etc.—will generate inbound traffic long after they're first posted, improving your organic SEO in the process. Then, share those items to Facebook to create a page feed that is uniquely yours.
Pay for some ads.
You knew it was coming to this: you're going to have to start spending a little money. Simply boosting a post can increase the reach dramatically for a relatively small cost. Create ads to promote that content you've been working on so hard and use targeting to reach the best leads. You can narrow your demographic by age, sex, interests, and many other factors. Remember, the largest audience may not be the best one.
You can also build a Custom Audience using your existing customer email list, which will match your customers to their Facebook profiles in order to build an audience of people you know are interested in your product or service.
Facebook is still a valuable tool for reaching customers and prospects, but the way it works is always evolving. What you used to be able to accomplish for free is now going to take a little extra effort and probably some ad spend, but the results will be well worth your time.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.