If there is one thing that marketers and entrepreneurs have been complaining about for a few months, then it's the declining organic reach of their Facebook posts.
In this article, we'll show you proved strategies that will help you catapult your organic range back to a new high.
The declining trend has a cause. In January 2018, Mark Zuckerberg announced a fundamental change in the Facebook algorithm.
From now on Facebook users will mainly be shown the contents of their family and friends: people to whom they have a personal connection. Content from companies came under the wheels.
It had already become difficult to achieve a respectable organic reach on Facebook, but since then we have suffered further losses.
And we are not talking about losses between 5 and 10%. A study by Buffer shows the long-term downward trend measured by all Facebook interactions:
Now is the consequence that companies should not continue to deal with Facebook and should focus on other channels?
A multi-channel strategy in the field of social media is generally always useful, but in the future completely refrain from Facebook, would certainly be a mistake.
Your target group is still present on Facebook, but it must and wants to be addressed differently from now on.
And once the Facebook algorithm recognizes that you value personal and authentic communication, you'll be rewarded with organic growth again. However, the fact is that many companies have not rethought yet.
Go live
4 out of 6 posts are Facebook live posts - the results speak for themselves. But why is Facebook Live so successful?
Quite simply, what is your first reaction as soon as you see someone from your network is live? Right, you look at it.
Because such an authentic picture of this person you will hardly find on the Internet again. Live videos convey an element of vulnerability - no post-processing, no cuts - everything is real! And as a spectator, you do not want to miss what's going on.
Facebook now measures how long a user interacts with a particular post.
This point should also not be neglected and provides further explanation for the above results. Just think about how fast you scroll past plain text or image posts, then think about how long you're watching a video, GIFs, or even a live stream.
It is therefore not surprising that moving pictures appear more and more frequently in our feeds. Incidentally, the success of Facebook live streams depends on preparation.
Send your fans a personal invitation
This trick is as simple as it is useful. First and foremost, it serves to gain more followers, which will eventually be reflected in a higher organic range.
And this is how it works:
Step 1: Select a post
Go to your published posts on your Facebook page. Now click on the likes you have received.
Step 2: Send invitations
You will now see the people who have responded to your post. To the right of the profile, you will find an "Invite" button.
Once you have clicked on it, the respective user receives a notification and is invited to subscribe to your Facebook page. With a simple click, he can then follow your invitation.
Of course, it will be even more interesting if many people have interacted with your post. However, sending more than 100 likes to each user manually inviting a lot of time. Is not there a better solution?
Use Chrome extensions
There is a way you can automate this process. The magic word is "Chrome Extensions."
The timing has to be right
Many of us will have googled about when to post on Facebook. And presumably, every article that we came across recommended a different time. The bitter truth is: there is no" one size fits all " - solution.
Each target group has different preferences in dealing with social media. This also means that different target groups are active at different times on social media.
A student will be online at other times than a working father. A postman at different times than a waiter etc.
So the motto is testing, testing, testing.
Use news feed targeting
The technology of news feed targeting is not yet widespread, although it has a direct impact on the organic reach of your posts.
It's an effective way to show your posts to the right audience, dramatically increasing their relevance.
Below the text field that you use for your contributions, you have the option to choose whom to show a post to.
Here you can select the news feed targeting, which allows you to show your contributions by means of details such as age, gender, interests etc.
Anyone who has ever placed ads on Facebook knows how valuable this feature is. The fact that a contribution is only displayed to users who also have a legitimate interest in the topic increases the relevance. Facebook then concludes on a good quality of the post and indicates it in the news feed of other users.
This blog post is aimed at agency owners. We can now increase the likelihood that only agency owners see the post by using news feed targeting to define various parameters, such as B: age = 35+, interests = social media marketing agency, marketing advice, etc.
Be authentic!
What do these Facebook ads of well-known marketing greats like Frank Kern, Chris Steljis or Sam Ovens have in common? They are authentic and taken from life! No glossy ads, no 30 filters and no perfect world scenarios.
People want to connect with people and not with immaculate-looking celebrities. Facebook also knows that and rewards this with greater organic reach.
Use Facebook groups
A great way to connect with your target audience is Facebook groups. It does not even have to be your own, because for some weeks business pages can now join groups.
Facebook Groups - a magical unicorn sent from the social gods.
80% of the posts in this news feed consist of group contributions! And many of you will feel the same way.
Facebook groups are perfect for communicating with your customers, partners or prospects and building a foundation of trust.
As a rule, users deliberately enter a group. They expect valuable information, relevant discussions and answers to their questions.
It is a retreat for like-minded people who share the same interests. Your customers are also in Facebook groups.
A recently released update makes Facebook groups even more interesting: Facebook pages (e.g. your company) can now join groups.
Communication between companies and customers takes place on a completely new level. We can stay excited.
One last tip
Finally, we would like to give you one more piece of advice:
Do not try to balance the decreasing range with more contributions.
A study by Buffer found that, on average, less than one post in a day causes the most interactions.
Quality> quantity
The declining organic reach on Facebook affects us all. But that does not necessarily mean bad. You can use this circumstance to your advantage and set yourself apart from the competition with the measures described above.
Because now will show who has understood modern marketing! wish you a lot of success in the implementation.
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