Whether you like it or not, Facebook has been shifting towards paid advertising as the only avenue to sustain “decent” exposure. In the first quarter of 2018, 55% of surveyed marketers noticed a significant decline in their page’s organic reach.
Facebook is no longer as easy to game as it used to be. But instead of being oh-so-nostalgic about the lost power, try the next strategies to reclaim your organic reach.
EXPERIMENT WITH FACEBOOK LIVE
Just like a number of other social media platforms, Facebook is en route to embrace more video content and live streaming in particular. Native Facebook videos – those published directly on the platform, not as a link to another platform – tend to reach 17% of your audience organically. Pasting a link to a YouTube upload will show your content to only 11% of users.
Hosting Facebook Lives generates even more benefits and exposure for your page. Firstly, users tend to spend 3X more watching live broadcasts than interacting with the usual videos. And here are some data cues to help you work on your video strategy:
- Fashion & Beauty videos already rank as the second-best topic in terms of generated engagement, coming second to Food.
- The best video length is 60-90 seconds.
- Facebook Live videos generate the most engagement when they are 15-16 minutes long.
- Facebook Live videos generate 1043 interactions on average vs. 928 average interactions for Facebook videos.
- Keep the text intro short – around 61 characters – to encourage users to dive straight into watching.
Look into your current content (especially on Instagram and YouTube) and see whether you can repurpose it for your FB page. Or shoot and edit some cool new videos exclusively for the platform!
SLASH YOUR POSTING SCHEDULE
Embrace the “less is more” approach when it comes to your posting frequency. Facebook now puts more emphasis on individual interactions with your content, rather than how frequently you broadcast random thoughts to the world.
Post less but make sure it’s quality content – content that will generate responses from your audience and prompt them to interact – share, click, like and comment. To be seen, you have to focus on squeezing as many interactions as possible from a single post. Facebook now identifies already “popular” content and starts displaying it to more and more people who may also find it interesting.
STRIVE TO BUILD A COMMUNITY
A branded FB page is no longer a one-way communication alley. The platform expects you to be as active as your fans are. Social interactions are of utmost importance to Facebook, we can’t stress that enough!
So yes, to increase your organic reach you will need to schedule some Facebook hours – the time you will spend replying to comments and sustaining meaningful conversations on a daily basis.
Your goal is to build a loyal and active community that wants to interact with you and values your opinions. And here are some more strategies to help you get those engagement metrics up:
- Remind your most loyal readers that they can update their notification preferences from your page in order to see your newly published content first.
- Include simple CTAs to your posts such as “Don’t forget to like this one!” and/or through a question or a survey.
PURPOSEFULLY LIMIT YOUR REACH TO HIGHLY TARGETED DEMOGRAPHICS
Clearly, Facebook values engagement per post. And that engagement is generated by the audience/fans who find your content relevant.
If you have a branded FB page, your fans are from all walks of life – some are there for long-form fashion advice and trend alerts, others just want to drool over some cool travel snaps. Not to mention the “random” likes you have accumulated over the years.
Sharing travel advice with the fashionistas may not nail the response you’d like. So here’s one quick thing you can do before posting your next niche post:
- Once you are done with the post and before hitting publish, click the globe icon next to the “Boost Post Button”.
- From the new menu, select the “Demographics” option.
- Tweak the setting to your liking in the “Audience Restriction” tab and then experiment further by selecting the “More Demographics” button.
By narrowing down your audience, you help ensure that the right people see the right kind of content and engage with it. You can test different audience settings for different types of posts to see what works best in terms of reach.
Facebook’s organic reach may no longer be at its best, but you shouldn’t cross the platform off your social media marketing books altogether. At least, experiment with these tips before making the final call.