facebook organic reachAre 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:


organic reach decline
This downward trend will continue


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. 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 Facebook Organic Reach 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.


Pictures Analytics
The larger pictures are the ones that have done best


In this example, PostAcumen has done a full analysis. It is indicating the best times and days to post, how frequently you should post and the best types of pictures to share.


Facebook Strategy
Clearly identify what works and doesn’t


By analyzing your content on a regular basis, you will get to see what resonates best.  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.


View the top performing posts


You may not want to share the same images as your competitors, but knowing the kind of images that work best for them and their Facebook organic reach 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.

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).


Facebook breakdown of fans
An example of what Facebook shows related to your fans


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 or in other words your Facebook organic reach will grow.

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. It has an image that describes exactly what the content is about and will attract attention.


SM Examiner Post
This type of image captures attention


Consider using more graphical tools that will help you produce more compelling images.  For example, Canva, Pixlr or Picmonkey.

Check out this post on creating visual images.

Organic Facebook Reach Summary

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.

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