In a period of declining organic reach, how can you still achieve your greatest potential on Facebook? We look at the most effective strategies for increasing the number of times your postings are seen in 2021 and beyond.
While the apparent answer is to spend more money and time on paid Facebook advertisements, your organic postings still have a chance. You may accept the system, build a large audience, and effectively use Facebook to share your organic material.
How can you do this? By following these 13 crucial guidelines.
First, what exactly is Facebook reach? Before we get into strategies for boosting organic reach, let’s make sure we all understand each other.
In general, the phrase “reach” on social media refers to how many people have seen a post. This is opposed to “impressions,” which measures how many times a piece has been seen and includes numerous views from the same person. As a result, reach is sometimes called “unique impressions.”
Let’s move on to the suggestions now that we’ve gotten that out of the way.
1. Experiment with different post formats
Our first advice for boosting your organic reach on Facebook is to test out a wide range of post types. If you primarily publish photos and your reach has been slipping recently, consider producing a few videos and seeing how they perform. If your videos aren’t gaining the same amount of traction as they used to, consider producing link posts that highlight content that your audience will enjoy.
Even if you’ve been using the same Facebook post types over and over, experimenting with new ones can keep your material fresh and engaging for your audience. Plus, you could discover that some Facebook post formats perform even better.
Many social media marketers believe that, for whatever reason, Facebook prioritizes articles in new formats in the News Feed, resulting in broader reach. If the algorithm values new forms, attempting out recently developed post types such as 360 video or Facebook Stories might be beneficial.
Although most social media managers are aware of basic Facebook post formats like photos, text, and videos, there are an insane number of available post forms on Facebook right now. There are no wrong answers here. By monitoring the average reach of postings in each format over time, you may learn which kinds are the most relevant to your target audience and wind up in their News Feeds most frequently.
2. Now it’s time to go live and be yourself!
When it comes to experimenting with new Facebook post types, we strongly advise utilizing live video material and Stories.
Live video is one of a kind in that it adds a sense of community to the comments section. Everyone is experiencing the same thing at the same time, so they all share a similar touchpoint with which to converse.
It’s all about the interaction. It also helps that organic reach is on the rise thanks to Facebook’s algorithm change, which prioritizes postings that generate more “meaningful interactions.” Create live video content and Stories that relate to your target audience, and have them start conversations in the comments section. As a result, your organic reach will expand.
3. Make use of Images and videos that are attention-grabbing
Visual content is essential to stand out in increasingly crowded News Feeds. That’s why a recent poll found that over 60% of marketers think visual content is important for their social media campaign, and it isn’t simply in their imaginations-Facebook posts with pictures receive 2.3 times as much interaction as those without images. It’s not anything to sneeze at, either.
Additionally, engaging content attracts more eyes to your Facebook posts, increasing reach. That is why visual material is so crucial for enhancing the distribution of your Facebook postings. However, you cannot just post anything to Facebook. Low-quality photographs and videos may harm your business reputation and make you appear unprofessional.
That doesn’t imply, however, that you should avoid producing visual content because you don’t have a professional photographer or videographer on staff. A smartphone camera may give your photos and videos a natural, casual appearance and help them blend in with other people’s News Feed personal stuff.
4. Choose the best moment to publish according to your target audience.
When you put something on Facebook, it is practically as essential as the material itself. If you post a fantastic article at 4 AM, by the time your target audience awakens, it will have vanished below their News Feeds. Instead of posting at such an inconvenient hour, try scheduling posts for later in the day or week when more people are online. In the Posts area of your Page Insights, you may observe peak days and times for your followers.
You may also use a social media management software like Falcon to access data about your fans’ peak hours. You increase the likelihood that your material appears first in their News Feeds when you publish during the times when your followers are most likely to be browsing Facebook.
However, if you post at busiest hours, you’ll have more competition to get your content seen in people’s feeds since there will be more people posting during those times. The ideal option is to distribute your material just before peak traffic hours so that you may be the first to offer it once people start Facebook. If Facebook Insights shows that 6 PM is when your fans are most active, try publishing at 5:45 p.m. to catch the wave early.
5. Take the time to get your audience involved.
s it because they have a large audience, or because they have a lot of interaction? Is it possible that while the number of people who see your Facebook content has an impact on how many people engage with it, the amount of engagement has more influence on how far it spreads?
If your posts pique people’s interest and encourage them to interact with one another, they will be more visible on Facebook. In particular, content that generates a lot of discussion in the comments section has a much higher organic reach than usual.
How do you encourage people to interact with one another if they don’t know each other? This ultimately relies on your target audience and what matters to them, but here are some ideas to get you started.
- Include questions at the end of your postings that ask readers for their opinions.
- Make a list of current issues that people are eager to discuss.
- Respond to each comment on your articles and posts promptly.
- Broadcast live video content and talk to your audience in real-time.
- Create an interactive poll or a ‘Ask Me Anything’-style discussion.
- Ask your customers what they think about a new product or concept.
- Use Stories to share content that emotionally engages your target audience.
6. Make your audience feel something
Never beg for reactions from your followers. You should inspire your followers to react instead.
The appeal to emotions is one of the most efficient methods to boost interaction with your postings (and thus organic reach) and elicit responses from your fans. The more closely people identify with a piece of content, the more likely they are to react, share, or comment on it.
Curiosity, astonishment, interest, astonishment, and uncertainty were the top five emotions linked with viral content.
When it comes to increasing your Facebook reach and interaction, consider posting material with intriguing headlines. To keep people’s attention, include turns, fascinating information, and surprises in the content itself.
7. Start a contest
Running a contest or sweepstakes on your Facebook page is one of the most effective methods to pique users’ interest in your material. After all, who doesn’t like free stuff? You may substantially enhance your organic reach by having a contest that encourages people to leave comments on your post. A caption competition, for example, where individuals must come up with a witty tag for an image you’ve uploaded can generate a huge number of responses and have your post appear at the top of the News Feed.
To begin, make sure your prize or giveway is connected to your business so that you appeal to entrants who are both interested in you and the item.
Second, nudge people to interact with the contest announcement by commenting. Encouraging your audience to comment on your contest is one of the finest methods to demonstrate to Facebook’s News Feed algorithm that your content is interesting and thus improve your reach.
8. Repurpose contents
If you have old content that has a lot of reach and engagement, there’s a good possibility it will work again. It takes time and resources to develop a fantastic video or blog article, so there’s no excuse not to reuse evergreen high-quality material. Articles that didn’t receive lots of Facebook exposure when they were originally published become successful the second time around frequently.
9. Get verified on Facebook
Facebook verification establishes trust and legitimacy with your target audience by demonstrating that your Page is the genuine representation of your business. This allows you to stand out from fan pages and copycat accounts while simultaneously building confidence and authenticity among your followers.
The blue seal of approval on your Page validates the quality and authority of your content. It also improves the visibility of your content in Facebook searches, allowing you to rank higher than Pages with comparable names. This increases organic reach for your business.
10. Ask followers to turn on notifications
The greatest approach to grow your organic Facebook reach is to collaborate with the Facebook algorithm to have your articles at the top of your fans’ News Feeds. But what if there was a technique to ensure that all of your postings appeared in their feeds without utilizing the algorithm?
It turns out that there is. Your followers may turn on a setting on your Facebook Page that ensures they see everything you post.
Mentioning this in the content’s headline or copy is a good idea. They’ll be more inclined to follow your Page if they’ve already liked it. Just make sure you tell them how to enable notifications and give your postings higher priority in their News Feed, as appropriate.
You’ll get a boost in organic reach by asking your followers to turn on notifications and see your content first in their News Feed.
11. Get your employees to participate
With Facebook focusing more on personal interaction, it’s becoming increasingly difficult for brand Pages to fit in. Encouraging other individuals inside your firm to engage with and share your postings is a fantastic approach to increase your reach. You’ll get a much larger audience by getting your coworkers to share your material. Because the content comes from someone they know, that audience will be more likely to pay attention and engage with it.
12. Optimize your link posts
If you use Facebook to share material, you’re most likely doing it through link posts. You may not be aware that Facebook assesses the quality of your links and adjusts your link posting position in News Feeds based on its findings.
For example, because of Facebook’s initiative to prioritize links that load quickly, they announced in 2017 that such postings would be prioritized. The other hand, link articles with slow landing pages are penalized. Although page speed is one of the elements that influences how high your postings appear in the News Feed, Facebook punishes link posts with “clickbaity” headlines.
Furthermore, link posts that lead to “low-quality web page experiences,” such as a lack of real substance, excessive or intrusive advertising, or sexual/offensive images will be penalized.
13. Try user-generated content
The popularity of user-generated content (UGC) on Facebook is anything but fleeting. It’s more than a passing craze when a user likes your company enough to create material about it. People are far more inclined to consume material created by their own connections than marketing from businesses.
Pro tip: give Facebook Ads a chance
So, this isn’t technically a marketing technique to increase your “organic” reach. However, using a proportional ad budget to boost organic pieces may be just what you need if your Facebook objective is to gain as large audience as possible.
Don’t worry if you’re short on cash for Facebook ads and want to boost organic reach. Depending on the material you’re advertising and who you’re targeting, reaching hundreds more people for as little as $5 or $10 is possible.
If you haven’t already, test with a modest ad spend to broaden the reach of your Facebook postings. You may be astonished by the outcomes if you haven’t already.
You may achieve success in your marketing efforts if you keep trying new strategies, experimenting with your plan, and releasing high-quality material.
So, keep calm and keep on posting!