Improve Your Organic Reach On Facebook

Seen a decline in your organic reach on Facebook? Fear not – you aren’t alone.  Organic reach has fallen by 49% since October 2013 – from 49% to just 6%.

But why are business pages seeing such a rapid decline when it comes to organic reach?

There’s two main reasons.

Firstly, Facebook has grown at a super-fast pace and there’s only so much space in each users new feed.  There are now a whopping 18+ million business pages competing with yours on Facebook.

The other reason comes down to money.  Facebook make money when you pay for your content to reach more people.

Priyanka Biswas of Social Media with Priyanka says that, “According to a study conducted by Locowise, the average organic reach for Facebook Pages is about 7% and this number varies depending on the total number of likes for a Page. Pages with less than 10,000 likes have an average organic reach of 11% (slightly higher). Pages with 10,000 – 99, 999 likes have an average organic reach of 6%. Pages with over 100, 000 likes have an average organic reach of 5%.”

So what can you do to increase your organic reach on Facebook?

  1. Create quality content
    Facebook puts a lot of emphasis on content quality and content relevance. When deciding which posts make a user’s newsfeed; engagement metrics such as likes, shares and clicks come in to play – helping Facebook determine the quality of your post.Facebook consider how many times a user has engaged with your page, so the more they engage, the more likely it is that your content will appear in their newsfeed.  Another reason for why it’s so important for you to consistently post quality content.  When your following loses interest – you lose organic visibility.
  2. Don’t push promotional content too hard
    There’s nothing wrong with promoting your business every now and then – after all, if you can’t show off what you do – social media would be pointless. However, brands that are overly promotional might begin to see their organic reach decline.
    Remember: Facebook serves content based on interest – not intent.
  3. Take note of Facebook’s spam algorithm
    Facebook are always fine-tuning their algorithm to weed out poor content and enhance user experience. Facebook is demoting pages that post frequently circulated content.  Facebook found that when they deemphasized pages that regularly shared recycled content – users reportedly hid 10% fewer stories.
    Post as much original content as possible – content is still king!

This article, written by Caroline, has also been published on The Digital Branding Institute – check them out!

We offer tailored Social Media Management services – find out more here.

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