Are you noticing that fewer and fewer of your Facebook fans are seeing your content (i.e. your Facebook organic reach is going down)?
Well, you’re not alone. The vast majority of your Facebook fans do not see your content unless you pay for them to see it.
Facebook is reducing, and will continue to reduce, the number of fans who see your content. The site is a publicly floated company and will need to make more and more money, so expect more changes in this area.
See this chart from Statista:
So, how do you combat this problem? The easiest way is to give in to Facebook and start paying for ads. Realistically, paid advertising should be part of your strategy anyway because, for important posts, no matter how high your reach is, you will want it to be higher!
However, if you don’t want to pay, or if you want to reduce the amount you pay, here are some tool suggestions to improve your organic Facebook reach.
1. Analyze Your Results With PostAcumen
One of the problems causing reduced organic reach is posting content that does not resonate with your audience. To find out what is resonating with your fans, you need to analyze your results.
PostAcumen is a Facebook analytics tool that really focusses in on finding areas of your Facebook Page that you can improve. It then gives you the relevant information you need to improve it.
In the following example, PostAcumen has analyzed all the images shared on a Page and is displaying the best-performing images in a grid. The larger the picture, the better the results it has achieved.
This is a very simple but great way of clearly identifying the images that perform best for you.
In this example, PostAcumen has done an analysis indicating the best times and days to post, how frequently you should post and the best types of pictures to share.
By analyzing your content on a regular basis, you will get to see what resonates best, the best times and days to post, etc. People often ask what the best time to post is, and this really depends on the sector you are in, the location of your audience and the type of audience you have.
2. See What’s Working for Your Competitors Using ShareGrab
One other way of increasing your reach is to analyze your competitors on Facebook to see what’s working for them. PostAcumen has some great functionality in this area but it’s a paid tool.
The founder of PostAcumen also has a free tool that lets you perform some free and valuable research on your competitors. You enter in up to five competitors and ShareGrab will retrieve the best performing images from their page.
You can view images similar to the following to view a list of the top 50 best-performing pictures.
You may not want to share the same images as your competitors, but knowing the kind of images that work best for them will give you ideas for your own Page.
3. Send Posts Targeted to Different Audiences at Different Times
If you have a global audience and send out a post to everyone, what are your chances of getting maximum reach when a significant portion of your audience are not online at that time? You also don’t want to send the same post three or four times in a row and risk some people seeing it twice or three times.
So, getting high organic reach is not necessarily about getting high reach on one individual post, it could mean a combination of the same post sent to different audiences at different times getting a high reach…
I have your attention now, don’t I?
Post Planner is a Facebook management tool that allows you to create and save targeted groups based on various criteria. For example, you can create a targeted group for males only, for particular languages, relationships statuses etc.
In the example below, I’ve created a targeted group called ‘US Fans’ and have targeted fans that are in the United States.
So, of course, your reach is going to increase on a post (accumulative reach, when you add up the reach for each post) when you target people at the right times.
What you should do is look at your Facebook analytics to see where your fans are from, and then create targeted groups for fans in those countries ( Facebook insights, people tab).
Based on your results, you may want to set up a couple of targeted groups, for example the US, Europe and the rest of the world.
4. Use More Visual Tools to Create Your Content
When Facebook shares out your content, it initially shares it with a small set of your fans. As your fans start interacting with what you post, then Facebook will send out to more fans.
However, the newsfeed is extremely competitive. Fans are not coming to your Facebook Page to see your content, you are relying on them seeing it in their newsfeed.
So, you need to attract their attention. Typically, a short text update is not going to attract their attention. But what about a brightly colored image with some text that describes what the post /content is about?
It’s not always about the quality of your content; a lot of it is related to your ability to capture their attention.
Here’s an example of a post on Social Media Examiner’s Facebook Page that has an image that describes exactly what the content is about and will attract attention.
Check out this post on creating visual images.
Yes, Facebook organic reach is going down and will continue to go down. Yet there are ways you can stand out because there are plenty of Pages that get way over the average reach.
So, what you are you doing about it? Do you use any of the tools above or other ones?
I’d love to hear your thoughts.
Read this post on tools for creating images.
Expert image by Shutterstock