If you’ve been consistently posting on Facebook for the past year or so, you have definitely noticed the sharp decline in your post’s organic reach. If you haven’t experienced a decline, consider yourself one of the lucky ones because Facebook business users have been hit hard. For those that are unfamiliar with organic reach, it’s simply the total number of people that have seen your post through unpaid ventures (you just posted it on Facebook). So, what happened?
We live in an age where people love to share. Everything. Whether it’s their face, their sandwich, or their friends, people never run out of content that they want to share. Based on the amount of friends you have on Facebook, you have the chance to see anywhere from 1,500-15,000 posts each time you log on. The mass amount of content that is floating around required Facebook to device a plan of action—which posts are shown first?
They made an algorithm to filter out the low quality posts.
Facebook created an algorithm to determine the quality of content, so each post you share has a quality score. Based on your quality score, you will have a higher or lower chance to appear on users’ timeline. But, what makes a post high quality? They surveyed people and determined over a thousand factors that determines a posts quality. Here’s a few of the criteria that your posts are being subjected to:
· How many people have hidden your posts?
· How complete is your profile?
· How many people interact with your posts?
· Does your fan base overlap with another relevant high quality account’s fan base?
Facebook seems to know what they’re doing because after implementing this algorithm, there was a significant increase in interactions (likes, comments, shares). So, what can you do to receive a high quality stamp and appear on your users’ timelines? Here’s a few tips to increase your organic reach by appearing in front of more users:
Encourage your friends and family to like your page.
Fans make your ads more effective. According to Facebook for Businesses blog, when a user sees that their friend on Facebook has liked your business page, your ads drive 50% more recall and 35% higher online sales lift. When people like your page, or your post, you boost your quality score. The number of interactions you have on a post increases its’ organic reach. So, encourage your friends, family, patients, etc., to interact on your Facebook! It will drastically help you reach potential customers due to the quality score boost and subsequent organic reach boost.
Create posts that your fan’s are interested in.
Facebook’s overall goal was to place relevant posts in front of users. So, make sure that you are posting content that matches your fan base’s interests. Utilize Facebook’s insights to determine where your fans live, their likes, and their interests and run with this information. If you discover most of your patients live in Florida, you can start posting relevant topics that Floridians would most likely enjoy. Or, if you discover your fan’s absolutely love outer space, find out a way to tie that into your posts! No matter how crazy or weird it is, just use your creativity to make it work.
Think like a Facebook user.
Let’s have a little experiment. Log onto your Facebook page and scroll for a few minutes. After you’ve done so, reflect on what you stopped to read, watch, or like. This simple tip can be your key to success! Keep this mindset when you’re creating posts for your business. Post what you would want to see, not something that is boring, wordy, or stale. Sometimes a simple quote over an eye catching picture garners a great deal of attention because that’s what people like to see! You have to figure out what posts represent your business and simultaneously attracts your audience. Just remember to ask, “Would my audience want to see this in their News Feeds?”