If your company has a page on Facebook, you likely have come across the term organic reach. In short, organic reach refers to how many people you can reach for free on Facebook by posting to your Page. Essentially, it’s another way of saying how often is your content looked at on Facebook.
The problem is that, according to a study done by Social@Ogilvy, organic reach for company pages has gone down over the years:
“By February 2014 according to… [an] analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. For large pages with more than 500,000 Likes, organic reach hit 2 percent in February. And Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future.”
It’s not a huge surprise organic reach is declining. With the amount of ads and users posting content on top of that, it’s difficult for every bit of content to be viewed by every one of your followers. But, there are ways you can fix this problem.
Here’s how to improve your Facebook Page’s organic reach.
First, you need to keep in mind these three components that determine a page’s organic reach. According to Wikipedia, this is what Facebook calls EdgeRank.
- User Affinity: “The User Affinity part of the algorithm in Facebook’s EdgeRank looks at the relationship and proximity of the user and the content (post/status update).”
- Content Weight: “What action was taken by the user on the content.”
- Time-Based Decay Parameter: “New or old. Newer posts tend to hold a higher place than older posts.”
According to QuickSprout:
“The higher the score, the more likely [the post is] to be shown. [For example] say, 100 posts [were] shown to a user who just loaded their news feed. The posts with the highest scores would be displayed first. This means that if your page’s post isn’t in the top 20% or so, it’s unlikely to be seen.”
To improve your user affinity score, take an in-depth look for the users that really enjoy your page, those that “like” every post, check out every link and/or comment on your page or posts. Those users who frequently interact with your content are the ones that will help your score go up.
The types of posts you make also help in this area. For instance, “If someone prefers videos, based on their past behavior on Facebook, videos that you post will get a higher score.” If your users like posts with links, then links you post will get a high score and so on.
Your content weight score determines how much other users like your content. Let’s say someone who liked your post, link, video, etc. also posted it to their page. According to QuickSprout, “When you post something new on your page, Facebook shows it to a small group of people (maybe 25-100). Then, if those users like the post (overall), it will give your post a higher score and show it to more of your audience.” Basically, if your content makes the rounds to other people outside of your audience and it’s liked, it’s a good way to achieve organic reach.
The timing of your posts will help fulfill the third component of organic reach. While it’s ideal on social media to make your posts at a time where most of your audience is online it’s different for Facebook. This is because a lot of content from different pages are also going up at a peak time. If your content gets lost in the shuffle with others, this could result in a low organic reach for your company. If your content is not widely seen at peak times, we suggest looking through your page’s analytics and experiment with different times such as:
- “The peak time(s)”
- “The valley time (lowest point)”
- “The time in-between the valley and peak”
Once that’s done, you can post at the different times you’ve come up with and see which ones work the best for your company and audience.
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