Ques: I have 10,000+ likes on my facebook page, but as soon as I post something on my page, reach comes out to be only 1 or 2 percent of my total fan base. Why does it happen, how to increase your facebook page post reach?
Ans: Facebook’s news feed algorithm does not work to flood the user’s timeline with all the content coming from the pages a user likes. Instead, it depends on how interactive your fan base is with your posts or your content.
So, it is really necessary for us to understand that how facebook news feed works, since if we consider what is happening in the present with all the facebook pages, reaching out to their complete fan base is almost impossible (pages having more than 5k likes).
As Facebook’s Chief Product Officer, Chris Cox, told Time in a 2015 interview:
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 source…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.
According to Facebook, organic reach is defined as how many people you can reach out for free.
When 2012 rolled around, Page managers/owners learned that only a small amount of their Facebook fans — 16% on average– were seeing their Page posts in their News Feeds. And that fraction has only gotten smaller and smaller since.
If you’re going to pay-to-play, get your targeting right. Once you’ve built an audience of relevant fans, focus on advertising the content assets you’ve created — blog posts, ebooks, etc. — and use ads to amplify them to targeted users. Techniques such as browser fingerprinting, though sometimes criticized for privacy reasons, would even allow you to track these targeted users across multiple platforms. Remember: It’s likely only a matter of time before organic reach hits zero, so you might as well hone your paid strategy now, which brings me to one final recommendation and to our last point of the matter.
A study from Edgerank Checker found that between February 2012 and March 2014, organic reach for an 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%.
If we consider above-stated stats, it will mean that a page with the fan base of 10,000 or more will have an average post reach of around 650 (6.5% of total) or so and if fan base rises up to 1 million, only 20,000 fans will see your post (2% of total).
So, now what’s the solution? Facebook told us to buy the fan base first through page likes ads and then asking us to pay more to interact with them through post reach ads.
As quoted by Facebook’s VP of Advertising Technology, Brian Boland,
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 stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.
Now, when we have understood a little bit about how facebook news feed algorithm is working and how facebook is tackling it, let’s learn how to increase your facebook page post reach.
Marketers have to switch gears from “ untargeted and frequent publishing ” to “ targeted and selective publishing.” The goal is no longer to spray and pray — it’s to get as much interaction from a single post as possible. Each post published to a brand Page can be targeted to a specific audience regardless of whether or not it’s sponsored, which may improve overall interaction with that post among other people who are likely to find it more interesting and relevant.
This is the toughest part, although giving free goodies or a heavy discount coupon can do the trick here. Many times you must have seen that people opt for polling options to encourage their fans to engage with your page and it’s content.
Sometimes this could be as simple as “ Please Like And Share ” at the end of your posts. But I guess we aren’t that lucky as this trick works for the luckiest of the luckiest lot.
Since the only constant with Facebook (and the larger digital media landscape) is change, it’s always safest to focus on the digital channels you entirely own and control — your website and blog. Spend the vast majority of your effort creating content (blog posts and long-form content such as ebooks, case studies, or videos) that will continue to garner inbound traffic, leads, and customers long after they’re first created. If you have time and budget, share those assets to Facebook for additional reach.
If you’re going to pay-to-play, get your targeting right. Once you’ve built an audience of relevant fans, focus on advertising the content assets you’ve created — blog posts, ebooks, etc. — and use ads to amplify them to targeted users. Remember: It’s likely only a matter of time before organic reach hits zero, so you might as well hone your paid strategy now, which brings me to one final recommendation and to our last point of the matter.
Being a social media platform with more than 1.86 billion users, facebook has sharpened it’s targeting capabilities. Facebook ads are now advanced more than ever with many targeting options for it’s advertisers. Additionally, there are a bunch of tools and features that can help you maximize the effectiveness of your campaigns, including …
Conversion Tracking: Track the actions of site visitors after viewing your Facebook ad.
Custom Audiences: Target Facebook ads based on your email list.
Lookalike Audiences: Target Facebook users similar to your customers.
Audience Insights: 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 who’ve visited a certain product or service page on your site.
Lots and Lots of Customizable Reporting: Create reports based on metrics that matter most for your business.
WARNING: Nobody in this world, including me and the genie, can tell you the tactics to achieve 100% post reach to your complete fan base as this way facebook will go out of business and have to rectify other ways of earning. Following steps mentioned in the blog will definitely help you in increasing the post reach but up to an extent.
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