Increasing Your Facebook Organic Reach

In this short article, we’ll start by discussing the definition of organic reach and end with some tips to help you improve it. By the end, you should have ideas that you can then incorporate into your marketing plan to help increase your organic reach!

Introduction: Facebook Organic Reach

As of 2022, Facebook is still the most used social media platform in the world with a total of 2.91 billion monthly visitors. However, despite the huge user base, it’s no secret that it’s becoming harder to organically reach users as time goes on. According to Hootsuite,  organic reach on Facebook has steadily declined from 7.7% in 2018 to 5.2% in 2020. As a result, many marketers and brands are beginning to feel disillusioned with the platform which caused them to believe that Facebook is becoming increasingly “pay-to-play”. 

Well, fret not! That’s what we are here to discuss today in this article. While it might seem like the most obvious answer to increasing your reach is through paid ads, we are here to convince you that there is still hope for organic reach! Reaching out to your customers and potential ones organically should be the foundation of your Facebook marketing strategy. Remember that behind every successful paid marketing strategy is a consistent and creative online presence that continually builds trust and strength relationships & brand perceptions. After all, you wouldn’t pay someone to be your friend, would you?

So, without further ado, let’s get started!

Facebook Organic Reach: What is it?

Simply put, organic reach refers to the number of users who have seen your social media posts that didn’t require an ad budget. In other words, it counts the number of users who have viewed your posts on their feed, clicked on your story, etc. Basically, it’s the same as posting something on your personal account for everyone to see.

However, unlike paid content (Facebook Ads), organic content does not target specific audiences. The Facebook algorithm will be the judge for how your content will be distributed. Therefore, your content’ reach can vary widely depending on a number of factors. Everything from the content format to interactions with your posts matters. In other words, always try out different formats while creating great content. 

If you are interested in learning about the Facebook algorithm and how it’s used behind the scenes, check out this article on how it decides what content will appear on a user’s news feed

Tips To Increasing Your Facebook Organic Reach

#1: Develop A Strategy For Your Content

While this should be a no-brainer, you’ll be surprised to find ‌quite a number of marketers and brands skip this step. In fact, your strategy should be the foundation for helping you expand your organic reach.  After all, your content is supposed to attract and speak to your audience to help them get to know your brand. 

Perhaps, one of the best ways to approach this problem is to learn about your audience as much as possible. Luckily, there are many analytics tools out there that can help you do that, including Facebook’s very own Meta Business Suite. If you’re interested in learning more, we have a guide for that right here! If you feel somewhat stuck while developing a strategy, you can always study other brands to learn the types of content that their customers are engaging with.  

Once you’ve had a better grasp of what your audience likes, establish realistic goals that can be broken down into manageable steps. Don’t just jump straight into the sales! Make sure to build a relationship with the audience and grow your community. In this case, your community is those following your Facebook Page. Rather than focusing on monetary metrics such as ROI, begin by measuring your success in growth and interactions. 

 #2: Incorporate Employee Engagements

One resource that is often overlooked by brands is their employees; after all, your employees are always going to be your biggest brand advocates. Arguably, employee advocacy is more relevant to your Facebook marketing strategy than ever to help increase your organic reach. According to this Edelman report, potential customers trust employees of a company the most, outside of their immediate family and friends. 

By tagging your employees and encouraging them to share your content, you can easily amplify your Facebook reach. However, keep in mind that the real challenge with this tip is getting your employees to actually share the content. If you have extra cash to spend and have a lot of employees, we recommend investing in an employee advocacy platform such as Sociabble

 #3: Ask Your Audience

Want more engagements to help expand your organic reach? All you have to do is ask! 

You might be surprised to find out how many replies you might get! Rather than simply asking them to engage with your content for the sake of increasing your reach, ask them questions that you are genuinely curious about. This also relates back to our first tip. Use this as an opportunity to learn more about your audience. 

#4: Be Responsive

All you have to do is go down to the comment section and start responding! You don’t have to respond to every single comment. Making time to respond to a few comments is more than enough! After all, giving is receiving! 

This will definitely involve some manual work, but we promise that doing this will prove to be very rewarding in the long run. In fact, there is data to support this; according to Mondovo, 26.1% of those that are ignored on social media are less likely to use a brand’s product or service and about 30% are more likely to go to a competitor! Furthermore, responding to comments allows you to demonstrate your brand’s values and personality.

Lastly, we recommend you take advantage of social media marketing tools such as Hootsuite to consolidate all of your messages in one place.  

#5: Utilize Video For Your Content Strategy

As a digital marketer or business owner, you should always try to incorporate videos into your marketing plan to help expand your organic reach. After all, it has been proven to be one of the most responsive and best formats to use for driving up engagements. Don’t take it from us though! Facebook themselves have even noted that video performs better than any other format when trying to drive engagements and interactions. 

They are perfect conversation starters and can immediately catch your audience’s attention if you do it right!  Don’t worry, it doesn’t have to be some high-budget production! Videos on Facebook come in all shapes and sizes. The best-performing videos always try to be authentic and demonstrate their brand value. You do not need to spend your hard-earned ad dollars to do this! 

Furthermore, Facebook encourages its users to use Facebook Live to create attractive, real-time content for their audiences. The fact that Facebook Live sends notifications to your followers and fans is one of its most desired features and is a huge help in making your videos stand out too! No matter what type of content you are planning on producing, Facebook Live is one of the most powerful formats because it allows you to connect with your audience in real-time. 

While you might think that this is cheating the Facebook algorithm, it actually isn’t; in fact, by creating more videos, you are giving the algorithm what it wants. Facebook rewards organic reach to posts that drive discussion and hold users’ attention. So what are you waiting for? Make some videos!

A Quick Pro Tip On Videos!

After you’ve gathered enough views for your videos organically, you retarget those users with a paid ad in hopes of converting them! Stiddle is a platform that helps you do this and achieve high-performing results. All you have to do is spend less than 2 minutes creating your audience and selecting your event; you can even set your own retention rate (in days) which helps you optimize your audience and ad performance by removing the unengaged customers from your list after a set amount of time. Thus, saving you money!  

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Conclusion

Now that we’ve gone over all the tips, you should put them in practice! We understand that increasing your Facebook organic reach can be a difficult task to accomplish, but, if you are always trying new things, you are bound to succeed sooner or later! Remember to always create engaging content to attract attention and make users want to interact with them. 

If you’re interested in reading more marketing blogs like these, please be sure to follow the website at Stiddle.com