If you’ve been managing a Facebook Page over the past few years, you’ve likely noticed a drop in how many of your fans have been viewing and interacting with your organic posts. This decline in organic Facebook reach came to a head in 2014, when marketers started picking up on( and complaints about) the situation in droves, prompting a response from Facebook’s VP of Advertising Technology, Brian Boland.
“Over the past few months, Iave read articles and answered questions from many people who are concerned about declines in organic reach for their Facebook Pages, ” Boland wrote in June of 2014.
He continued, “My colleagues and I at Facebook understand that this has been a ache point for many industries, and weare committed to helping you understand whatas driving this change … “
The two main reasons Boland quoth for the organic reach deterioration? First, there’s simply too much content being published on Facebook, making visibility in the News Feed increasingly competitive. Second, Facebook is deliberately trying to show people the content that is most relevant to them, as opposed to surfacing all the content available.
The good news in all of this is that there’s a lot you can do to counteract these changes, like being more selective about what you publish, attaches great importance to when you publish, and putting money behind your posts( a.k.a. “boosting” them ).
Before we dive deeper into how you can improve your Facebook Page’s organic reach, let’s explore exactly what happened during the Great Organic Reach Decline of 2014, and how Facebook decides what content gets surfaced nowadays.
How( And Why) Facebook Reach Has Declined Over Time
Facebook defines organic reachas “how many people you can reach for free on Facebook by posting to your Page.” Prior to 2012, that number used to be much, much higher than it is now.
From the moment aFan Pagesa launched in 2007, anyone could create a Page for their company or organisation, start collecting fans, and post limitless messages to their fan basis with the assumption that they would consider those messages. But when 2012 rolled around, Page directors became aware that only a fraction of their Facebook fans — 16% on average— were ensure their Page posts in their News Feeds. And that fraction has only gotten smaller and smaller since.
A study from Edgerank Checker found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%. Research from Social @Ogilvy, meanwhile, suggests that for Pages with more than 500,000 Likes, organic reach could be as low as 2 %.
Based on the above figures above, that entails a Page with 10,000 fans could expect just 650 of them to actually see that Page’s posts in their News Feeds. For a Page with 1 million fans, about 20,000 would end up ensure posts( based on the 2% figure ).
SocialFlow analyzed over 3,000 posts by publishers on Facebook and found that organic reach dropped 42% between January and May 2016.
Then, later in 2016, Facebook adjusted its News Feed algorithm again — to further prioritize content from family members or friends over Pages. In the blog post announcing the algorithm change, Facebook Engineering Director Lars Backstrom warned that Pages could anticipate a dip in organic reach — which could leave reach lower than that earlier 2% estimation, in some cases.
After this algorithm adjustment, SocialFlow adjusted the decline in organic reach — which had fallen further. Between January and July 2016, publishers watched a 52% decline in organic reach on Facebook.
Fewer people seeing your Page’s organic posts on Facebook entails fewer clicks, commentaries, and shares. And having fewer of those interactions entails fewer conversions, leadings, and clients. Understandably, this has annoyed the crap out of many a Facebook Page director. So why would Facebook decide to decrease organic post visibility in the first place?
We already touched on Facebook’s official response to this question in the introduction: There are simply too many Pages creating too much content for too many fans, which entails rivalry for visibility on the News Feed is high. What’s more, Facebook is trying to make sure people are only ensure the best content — the stuff that is relevant to them.
Some publishers have cracked the code when it comes to engagement on Facebook: by publishing and broadcasting video.( And we’ll get into that later in the post .) But many in the marketing world suspect that Facebook had( and still has) an ulterior motive: to get people to start expending more on ads.
More Money= More Reach
As Facebook has evolved into more of a paying marketing platform than an organic one, Page directors are realise theyare now expected to pay for ads yet again to reach those freshly acquired Fans, even if those Fans have seemingly elected to see a brandas posts by liking their Page in the first place.
In a 2014 interview with Digiday, James Del( who was the head of now-defunct Gawkeras content studio at the time) summed up the general sentiment 😛 TAGEND
Facebook may be pulling off one of the most lucrative grifts of all time; first, they convinced brands they needed to purchase all their Fan and Likes — even though everyone knows you canat buy love; then, Facebook continues to charge those same brands money to speak to the Fan they just bought.”
Of course, Facebook has denied that this is the case. Boland even had a section in his 2014 organic reach update post titled, “Is organic reach dropping because Facebook is trying to make more money? ” Boland’s response 😛 TAGEND
No. Our goal is always to provide the best experience for the people that use Facebook. We believe that delivering the best experiences for people also benefits the businesses that use Facebook. If people are more active and engaged with narratives that appear in News Feed, they are also more likely to be active and engaged with content from businesses.”
From Facebook’s perspective, itas simply not an ideal user experience to inundate the News Feed with posts just because a Page has lots of Likes and is publishing prolifically.
Nowadays, Facebook is promoting marketers to look at their fan basis as a style to make paying advertising more effective rather than using it as a free broadcast channel. Additionally, Facebook says you should assume organic reach will eventually arrive at zero. So, if you really want to reach your target audience on Facebook, youall need to supplement your organic endeavors with some paid advertising.
Additionally, Facebook advises marketers to expect things to keep changing, and often hours for the better. Facebook has never been stagnant to its implementation of innovation, so no marketer can figure out a formula and then stick with it forever.
That being said, knowing how Facebook currently surfaces organic content in the News Feed can be helpful for understanding the broader Facebook marketing ecosystem.
How Facebook’s News Feed Algorithm Works
When Facebook first launched News Feed back in 2006, the algorithm was pretty basic. Different post formats were assigned different point values — so a post with just text might be worth one point, while a post with a connect in it might be worth two points, and so on. By multiplying the post format point value by the number of people interacting with a devoted post, Facebook could generate a ranking system for determining the order in which posts would appear.
As the years rolled on, the News Feed algorithm evolved to factor in the recency of posts, as well as the relationship between the person doing the posting and the person interacting with told post. This iteration of the algorithm was known as EdgeRank. But in 2011, Facebook abandoned EdgeRank for a more complex algorithm that incorporates machine learning.
That machine learning-based algorithm is what’s responsible for surfacing content on your News Feed today. Unlike its predecessors, which assigned generic point values to post formats, the present algorithm adapts to individual user preferences. So, for example, if “youve never”, ever, interact with photos in your News Feed, Facebook’s algorithm will pick up on that and present you fewer photos over time.
On the other side of the coin, Facebook has identified for marketers the content formats that drive engagement and sharing — native and live videos. Facebook ranks live videos higher in the News Feed, as well as videos with higher watch and completion rates and videos that are clicked on or unmuted as signals of viewer interest.
Ultimately, there are thousands of factors that inform Facebook’s algorithm, which range from using trigger words that indicate major event( e.g ., “congratulations”) to whether or not you’ve actually clicked a connect in a post before liking it.
Facebook’s end goal here is to have its algorithm match News Feed content to the individual needs and interests of each and every user. As Facebook’s Chief Product Officer, Chris Cox, told Time in a 2015 interview 😛 TAGEND
If you could rate everything that happened on Earth today that was published anywhere by any of your friends, any of your family, any news sourcea | and then pick the 10 that were the most meaningful to know today, that would be a really cool service for us to build. That is really what we aspire to have News Feed become.”
How to Deal With Declining Organic Reach
Now that you’ve got a better understanding of how Facebook surfaces content, let’s explore some tips for dealing with the decline in organic Page reach.
1) Be more selective about what you post.
Marketers have to switch gears from untargeted, frequent publishing to targeted, selective publishing. The goal is no longer to spray and pray — itas to get as much interaction from a single post as is practicable. Each post published to a brand Page can be targeted to a specific audience regardless of whether or not itas sponsored, which may improve overall interaction with that post among other people who are likely to find it more interesting and relevant.
2) Remind your Fans they can go to Pages Feed on the left sidebar of their News Feed to insure content from Pages they’ve Liked.
3) Educate your super fans that they can update their notification puts from your Page.
4) Foster fans to engage with your posts when they do consider them, so they consider more of them.
This can be as simple as adding a reminder to “Please Like and share” at the end of your posts.
5) Share engaging videos on Facebook.
Videos on Facebook are engaging and make guests more likely to stop, watch, and maybe even unmute when they spot them in the News Feed. Use videos with captions, animations, and engaging visuals to draw in Facebook users’ attention.
According to a recent study by quintly, native Facebook videos have an 186% higher engagement rate and are shared more than 1000% more than videos linked to from other hosting sites. Take the extra steps to publish videos for the platforms you’re promoting them on for best results — distribute your content on Facebook, YouTube, and other social platforms you’re trying to leverage.
6) Broadcast on Facebook Live.
If you’re not already doing so, start broadcasting on Facebook Live. Users spend 3X more period watching live broadcasts than traditional videos on the platform, so start experimenting with live content if you’re concerned about your organic reach. Advertise what you’re doing on different platforms to produce buzz, broadcast for several minutes( at least) to help your broadcast get surfaced in the News Feed, and share authentic, behind-the-scenes content to attract and interest your viewers.
To understand better Facebook Live broadcasting strategies, check out our free guide .
7) Re-allocate your time and effort toward your owned assets.
Since the only constant with Facebook( and the larger digital media landscape) is change, itas always safest to focus on the digital channels you wholly own and control — your website and blog. Spend the vast majority of your effort making content( blog posts and long-form content such as ebooks, lawsuit surveys, or videos) that will continue to garner inbound traffic, leads, and clients long after theyare first created. If you have period and budget, share those assets to Facebook for additional reach.
8) Start treating Facebook like a paid ad platform.
If youare going to pay-to-play, get your targeting right. Once youave built an audience of relevant fans, focus on advertising the content assets youave created — blog posts, ebooks, etc. — and use ads to amplify them to targeted users. Recollect: Itas likely only a matter of period before organic reach reaches zero, so you might as well hone your paid strategy now, which brings me to one final recommendation …
9) If you do advertise, go beyond the basics.
Facebookas targeting abilities have gotten considerably better over the past few years. You can now pay to reach your ideal persona based on demographics, interests, web behavior, and more. Additionally, there are a bunch of tools and features that can help you maximize the effectiveness of your campaigns, including 😛 TAGEND Conversion Tracking: Way the actions of site visitors after viewing your Facebook ad. Custom Audience: Target Facebook ads based on your email list. Lookalike Audience: Target Facebook users similar to your clients. Audience Insight: Learn about your existing Facebook audience to better target your ads. Website Custom Audiences: Target Facebook users who have visited your website before. Facebook Exchange: Place retargeted ads on Facebook for users whoave visited a certain product or service page on your site. Lots of Customizable Reporting: Create reports based on metrics that matter most for your business.