Nowadays, improving the organic reach of your Facebook posts has become a real challenge for any marketing team. Organic reach refers to the number of people who see a page’s posts in the news feed, without spending any money on Facebook advertising.
It has become increasingly difficult for business pages to stand out on the social network, as posts made by families and friends are favoured in particular. An update, which was confirmed by Facebook in June 2016, is starting to get advertisers to think about the strategy they should adopt on the platform to reach a maximum number of people without having to pay for it.
This article presents five tips that will help you increase the organic reach of your posts on Facebook.
Establish a content strategy
With more than one billion people connecting to Facebook each day, it is strongly recommended to always post quality content. To do this, it is essential to design a content strategy that is relevant to your business and your fan base.
Carefully choose content that will appeal to users and get them to comment, like and share your posts. The more users interact with your posts, the more the posts are shown on the social network. In this way, your organic reach can greatly increase.
A content strategy allows you to think about what your Facebook page can offer to users. Finally, this content can also be programmed automatically.
Schedule your posts
To optimize your presence on social networks and reach as many people as possible, do not hesitate to schedule your posts. It is very simple to program posts directly on Facebook, or by using online tools such as Hootsuite and Buffer.
The statistics available on Facebook make it possible to see what time of the day your fans are most connected to the platform. Therefore, by preparing your posts ahead of time, your organic reach can be improved by ensuring that you publish content at the right time and to reach the most people. This way, users are more likely to interact with your content.
There is no one single ideal time for posts to be shared on Facebook. This is why it is advisable to directly check the statistics of your own page to see what the most favourable time for your business is.
Publish cross-media content
If your goal is to improve your SEO, there is a good chance that your website offers a regularly updated blog. Blog posts should be shared directly on Facebook.
Use blog posts and share them on the social network (by programming them automatically, as explained in the previous section). These articles will allow you to always have relevant content to publish on your page.
Use images and videos
While a person could see more than 1,500 news stories on Facebook every time they log on, the platform only publishes about 300 directly on its news feed. This is one more reason to find a way to stand out. That is why it is essential to vary the content you publish on your Facebook page by providing not only links, but images and videos as well.
According to BuzzSumo, posts containing at least one image have an interaction rate 2 to 3 times higher than posts without any photos. In order to improve the organic reach of your posts, it is important to encourage user interaction. Thus, photos and videos can help you achieve this goal.
There are several ways to offer interesting visuals to your audience:
Share photos of your business;
Include quotes in photos;
Share quality photos.
Creating videos with Facebook Live, for example, is another way to encourage people to interact with your content.
Narrow the target audience of your posts
Even if you are lucky enough to have thousands of followers on Facebook, there is no guarantee that all these followers are interested in every post you share. This means that your post may not have a significant impact if your fans do not show any interest. This is why it is important to directly target the interests of specific fans through your posts.
This Facebook feature, which is available directly on your page allows for the targeting specific Internet users. By sharing an article about a certain movie, for example, you could directly target people who like this movie. Narrowing your potential audience can allow you to increase your chances of getting more interactions by reaching out to people interested in your content. Thus, your organic reach can be promoted in this way.
If you do not see this option, you will need to go to the settings of your page and check the box in the “News Feed Audience and Post Visibility” area.
Getting new people interested through organic reach on Facebook is becoming more and more difficult. Make use of these five tips to help you improve your reach.
However, it is important to note that Facebook is also an advertising platform. As a result, it is not surprising that the social network encourages the sharing of posts and that this can greatly increase the rate of interaction.
Highlighting posts is another option (one that requires payment) that can allow you to increase the number of interactions and promote your organic reach.