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In this short article, we'll discuss 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!
As of 2022, Facebook is still the most used social media platform globally with 2.91 billion monthly visitors. However, despite the vast 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 a consistent and creative online presence is behind every successful paid marketing strategy that continually builds trust and strengths brand perceptions. After all, you wouldn't pay someone to be your friend, would you?
So, without further ado, let's get started!
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 judge how your content will be distributed. Therefore, your content' reach can vary widely depending on several 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 its use behind the scenes, check out this article on how it decides what content will appear on a user's news feed.
While this should be a no-brainer, you'll be surprised to find many 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 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, many analytics tools can help you, 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 understand the types of content their customers engage with.
Once you've had a better grasp of your audience's 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.
One resource that is often overlooked by brands is their employees; after all, your employees will always 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. 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.
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 to increase 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.
You have to 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 be very rewarding in the long run. In fact, there is data to support this; according to Mondovo, 26.1% of those 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.
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! Facebook themselves has 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 engaging, 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 massive help in making your videos stand out too! No matter what type of content you plan on producing, Facebook Live is one of the most potent 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 give 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!
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. You 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!
Now that we've gone over all the tips, you should put them into practice! We understand that increasing your Facebook organic reach can be a difficult task, but if you are always trying new things, you will 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 follow the website at Stiddle.com.
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