If you’re thinking to yourself, “Organic reach is dying? I don’t even know what that is, let alone why I should care if it dies!”
You may already know Facebook decides what to show you in your news feed. Facebook has said there is just TOO much content to display so it HAS to cut the volume down or people would be too overwhelmed and stop using the platform. I know it is hard to believe but the massive amount of information you see in front of you is the edited and trimmed version.
You may be grateful that Facebook is trying to trim out the posts you might not care about. However, the down side is when you are on your Great Aunt Edna’s bad side because you didn’t put a congratulatory comment on the picture of your second cousin’s 7th place finish in the school jog-a-thon. You swear you never saw that über precious picture because if you had OF COURSE you would have clicked “LIKE”.
Why didn’t Facebook show you that picture? It’s all part of the magic and algebra (which is really just black magic) which makes up Facebook’s Algorithm of interaction habits, fairy dust, and other big words.
Example: Johnny has 500 friends who post collectively 300 times a day but Johnny only sees between 75-200 posts (This is just for personal accounts on Facebook. Business accounts have numbers that are the hardest to stomach.).
When Facebook is trying to decide what Johnny wants to see, Facebook assumes Johnny would rather see a picture of his mom’s new car instead of a picture from a car dealership’s page he only “liked” six months ago to get a free oil change coupon. So, you can see why business page posts are easily the most likely to be on the chopping block. We just can’t compete with Johnny’s mom.
This brings us to “organic reach.”
Organic reach is the total number of unique people who were shown your post through unpaid distribution. Translation: When someone who “likes” your page is scrolling through his or her home feed on Facebook and your post is shown without you having to pay. The other kind of “reach” is paid reach and that’s the total number of unique people who were shown your post as a result of ads.
If your Facebook page has 1000 “Likes,” Facebook used to show your posts to somewhere around 600-800 of those people who “Like” your page, then Facebook sliced it down to 300-500. Now the number of people who “Like” your business page who will actually see your post is around 100-300 people out of 1,000. The worst part? That number keeps dropping quickly.
Facebook swears they aren’t trying to make more money and that they have no choice in order to keep the shared content manageable and at a high quality (yikes! can you imagine what they consider low quality).
Does this mean that you HAVE to pay to have your posts appear in Facebook users’ feeds (aka boosting a post)? Not exactly. There are ways to still give your Facebook page posts some organic life and the advice is the same whether you are paying or trying to beat Facebook’s magic formula. You need to know who your audience is, what they want and how you can deliver that in every post. The key is also in figuring out what Facebook considers valuable content and what are the red flags that will make them “hide” your content.
Above all, solid content strategy and execution on your page must become the focus (as it should have always been). The days of just putting up a picture of a kitty sitting in your office and winning the Internet are pretty much over. If you are devoting ANY money and/or time to social media for your business it is crucial to make sure that someone is seeing what you are putting out there.
Want to know more about what you can do to keep your business pages’ organic reach alive? Just give us a call right MEOW at 866.991.1849.