You fire your next Facebook post into the universe, you start to quiver, this has to be the one that will answer all my traffic prayers.
Nothing, not even from your mom! Mega face plant! What did you do wrong?
You created an epic piece of social goodness.
This is a familiar story for most people sharing content on Facebook. The organic reach of most Facebook posts is just not what it used to be. Does that mean you should pack your bags and head for Twitter?
Nope, the truth is that everyone is in the same boat. Facebook released their Edgerank algorithm back in 2010 and this has been killing organic reach for most. 52% of statuses posted from Facebook Pages have taken a massive hit according to Marketing Land.
That is quite a hit, but that also means that 48% of people posting on Facebook are nailing it!
You are in luck because I have put this question to the social media experts…
“What is the best way to increase your organic Facebook reach?”
The truth is you really can take control of your organic results. With these tips, you can stop waiting and get your content the exposure it deserves….
The best way I’ve found to increase organic reach on Facebook is to drive people from other channels (or areas of Facebook) to posts on your page.
For example, post a question (i.e. about a current struggle you’re having) with an image on your page, then grab the link to that thread and share it with your Facebook group and/or with your email list. Expand on the post a bit and then ask your peeps to pop over to your page and join in the convo.
This same strategy can work if you want feedback on a new course name (or any other poll) if you’re looking for someone to hire, or even if you just have a fun prompt like a photo challenge to share.
I’ve had great success doing a post like this once or twice a month. It not only has increased the reach of the posts I share with my peeps, but it has also increased the reach of my page in general because I’m constantly growing my following at the same time.
Freshness isn’t just Google’s ranking factor. The life of a post in the Facebook News Feed is also dependent on recency. If you publish timeless content, then it will be useful for your audience for longer periods. They’ll keep liking and commenting on your post.
Due to this increased engagement, the Facebook algorithm will ensure that your post gets distributed further and that it appears in feeds for longer periods. Boost post durability with evergreen content.
But, what if you, the business owner, don’t want to do the legwork of finding your evergreen posts? Then, use a social media scheduling tool like Edgar. Here are some great examples of evergreen content by HubSpot. Although they are talking about blog posts, you can model the ideas for Facebook posts as well.
I would recommend no one go completely organic – ads are essential. But if they do, our data across thousands of pages and ad accounts says likes are more essential to visibility than shares. It seems Facebook’s algorithm releases more views when people like your posts. Facebook Live gets you more views for now.
Check what kind of posts your audience prefers – some like images, some videos, some even prefer shared videos specifically! After that, the secret is to discover what your particular audience loves, through Facebook audience insights and through testing post ideas, then repeatedly analyzing your post engagement rates. We use an optimization cycle: Analyze-Create-Test (ACT) to get more ACTION from customers, in this case: likes.
If the thing you sell is kind of boring, then tie it into other things your audience loves. Every audience is different. For example, PayPal fans love The Walking Dead, so their most organically viewed video was a zombie-focused one. In our Carl’s Jr campaign we found that their customers love bacon. Our staffing client’s customers love animals and vacation photos.
Keep looking at the idea, thinking up new ideas and testing.