Facebook engagement rates are rising. But the platform’s organic reach is going down – not just down because it is showing a rapid decline. There are two main reasons why organic reach is declining on Facebook. First, the platform published more content today than ever. Every minute, there are 293,000 statuses and 510,000 comments posted on Facebook. As such, people’s attention is divided into a lot of content decreasing reach among Facebook posts. Second, Facebook has personalized news feeds. Content is tailored based on the user’s interests and preferences for a better experience. Thus, only content that matches them reaches selected users. This decreases the organic reach of irrelevant content. According to a digital marketing speaker Hong Kong, while the obvious answer to boost Facebook reach is paid ads, there are a number of ways you can do to boost organic reach. How? Here are some tips.
WHAT IS FACEBOOK ORGANIC REACH?
A social media agency Hong Kong defines reach as how many people saw an online post. It is also called a “unique impression” because impressions are counted as multiple views per user. Reach only counts the number of users. There are 2 types of reach on Facebook. Organic reach is the number of users who saw content without paid distribution. Your Facebook friends and followers plus their Facebook friends and followers might have seen your posts. Paid reach, on the other hand, are users who saw your content because of paid promotions. Through ad targeting options, it reaches people with the same activities, demographics, interests, and preferences. Facebook organic reach is very important to boost brand awareness and drive traffic to business websites. Without a cost, they can help find leads and direct them into the sales funnel of brands and businesses. This is very important because, without leads, you may not have the chance to convert.
TIPS TO INCREASE FACEBOOK ORGANIC REACH
Here are some helpful tips to increase Facebook’s organic reach.
Be Authentic When Going Live
A video marketing agency Hong Kong notes that Facebook Live is a superior vehicle to reach more customers. What’s better is they also get the best engagements. Live videos allow you to connect to your audiences in real-time. It is your opportunity to answer their questions right then and there. Once you go on a live broadcast, your followers and friends will be able to view it. Their followers and friends can also join as they share your live video on Facebook. Facebook’s algorithm will also suggest live videos to other people with similar interests. That is why it’s getting plenty of engagements and views. Besides, people are more likely to spend a longer time watching Facebook live than recorded videos. Last year, there were 2 billion viewers of Facebook live. Their search popularity increased by 330% and they produce 6x more interactions than traditional videos.
Find the Best Times to Post
Reaching the right audience at the right time also matters to boost Facebook’s organic reach. You may not want to post at 4:00 AM when everybody is sleeping soundly. Sharing an article in the middle of the night may get it lost on Facebook’s news feeds. Studies showed that the best time to post on Facebook is between 11:00 AM and 4:00 PM from Tuesday to Sunday. Monday seems to be a busy day for most people as it is the start of the workweek. As such, their attention and time are covered by work and other stuff rather than browsing on social media. Posting the right content at the right time can definitely increase your Facebook organic reach.
Mix Up Your Post Formats
To extend your organic reach, it may work to test out Facebook’s variety of post formats. Your target audiences may no longer find blogs and images interesting. They need to see a new content format that excites them. You can use GIFs, infographics, memes, quotes, and Stories to refresh the content of your Facebook pages. Your audience will also love a link post that highlights something they love. Recently, rolled-out formats like 360 videos and creative AR effects can get you on top of news feeds. By tracking the average reach of each format, you’ll also know which type works best.
Try a User-Generated (UGC) Campaign
Word of mouth is the best form of advertising. At Facebook, it is one best way to increase organic reach. Turn your happy customers’ posts into an invitation for others to see how wonderful your brand is. People are more interested in seeing reviews and testimonials from family, friends, and influencers. To get them more excited, try the following UGC campaigns:
- Invite customers to review a product and share the best ones highlighting the product’s values.
- Launch UGC contests featuring photos and videos of your brand.
- Request customers to participate in a brand hashtag campaign.