Why has organic reach on Facebook decreased?” This is one of the questions that every company that has a Facebook page has asked, at least, in the last two years. Yes, it is true that there may be a decrease in the reach of the posts and their engagement (especially in 2018), but everything has a reason.
In fact, two important reasons could clarify it: the advantage that Facebook is giving to the ads in the news feed and the changes in the algorithm of the platform. When Facebook came into the lives of thousands of people in mid-2006, posts were rated on a points system, so navigating the news feed was relatively easy.
Today, the algorithm has become more selective. It has evolved in such a way that marketers and business page managers are concerned with their strategy to stand out from all the content. Again, Facebook prioritizes content that drives meaningful engagement (above anything else).
That is, everything that is shared through Facebook Messenger, the level of reactions it has, if the content receives multiple responses from users, etc. The ultimate goal of the platform is to ensure that the content generates interaction between users.
Breaking it down: The impact of declining organic reach on Facebook
According to an analysis of the Buffer platform, along with a report carried out by BuzzSumo on more than 20 million Facebook Business pages, the level of engagement, in general, has been reduced by 50 percent.
The reason organic reach is declining is clear: Facebook wants to encourage brands to spend more money on advertising. Therefore, if you want to reach the target audience, you have to complement organic efforts with investment in between.
Posts in chronological order and organic reach are gone
Even if the Facebook algorithm doesn’t work in favor of business pages right now, it is possible to improve organic reach. All it takes is knowing how to apply the right tactics, at the right time. We already know that what the audience is looking for is attractive and interesting content, as it will help start a meaningful conversation.
Therefore, the line that a brand’s content strategy must follow in order to act is already known. According to Socialbakers, there are a series of proposals that must be implemented on a mandatory basis.
Effective Ways to Increase Facebook Organic Reach
1. Publish videos natively
Videos, videos, where are they, I don’t see them? Capitalizing on one of the most engaging content formats today is paramount. Native Facebook videos achieve a higher organic reach rate compared to posts with links or photos. In fact, native videos can help you reach 135 percent more users organically.
So the “trick” is to deliver compelling and valuable information in the first 3-5 seconds of the video to grab the attention of viewers. When done right, Facebook rewards a page with 10x more reach. Instead, if you connect with a YouTube video (for example), your organic reach may decrease.
2. Frequent use of Live
The live video format is also a driver of organic reach. According to Socialbakers, 80 percent of brands receive increased organic reach when they use a Facebook Live.
Because live videos have great potential to spark conversations, they receive six times more interactions than regular videos. Users engage with live video, spending more time watching live streams than others who aren’t.
In this section, it can be ideal to experiment with different themes and see what works best for a company/brand. Also, to have more reach, you have to post on live broadcasts through Stories, group posts, advertising, etc.
3. Mix of post formats
While it has more potential, video shouldn’t be the only content format to implement. Mixing post formats is essential to keep your feed engaging and your audience interested.
Some of the formats that work the most:
- Links with relevant content
While there is no one theme that dominates across different formats, as long as posts are quality, compelling, and on par with audience interests, they are likely to gain more engagement and organic reach.