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Facebook recently made changes to their News Feed algorithm that make it harder for brands to reach their desired audiences. This shift has made it increasingly important for brands to comprehend how organic reach works on Facebook and how it can be improved.
The initial step is to evaluate your Facebook strategy. Make sure it works effectively and helps you connect with customers.
The News Feed Algorithm Change
In 2013, Facebook unveiled an algorithm change to prioritize content from people and businesses that generate meaningful interactions. While this was intended to enhance users’ experiences, many business owners are now reporting a decline in organic reach as a result of the shift.
Facebook is monitoring content posted by pages to surface authentic material and gauge engagement levels. They also look into posts to see if they attempt to game the News Feed by soliciting likes, comments and shares; if these tactics are detected, those pages will be demoted from the News Feed.
The company also takes into account how much a post inspires people. If it fails to do so, it will be ranked lower on the News Feed.
Facebook’s News Feed is evolving to show users stories that matter to them at the right time. To ensure users stay informed on current affairs, they are analyzing how people engage with content on Facebook in real-time.
Facebook will begin evaluating the credibility and quality of news articles in 2019, prioritizing substantiated information over misinformation. Furthermore, they plan on launching surveys that allow users to express their preferences when it comes to seeing certain types of posts.
Finally, Facebook is disclosing more details about their algorithm to give users insight into how it serves content and give them more control over their data. Starting in 2020, users will have the chance to take part in experiments that shape News Feed algorithm shape.
The Competition for Users’ Attention
When reviewing the content that currently appears in a person’s news feed, there is an abundance of choice. This includes posts from friends, groups they belong to and pages they follow – just to name a few.
When there is more content being shared than there is space in a news feed, Facebook must filter that material in order to show only relevant posts to each user. This ongoing process has been heavily criticized but is necessary in order to guarantee people see only pertinent material.
However, there is an underlying issue with Facebook’s news feed filtering process: it often lacks transparency on how it chooses what to show and why. This makes it challenging for brands to determine whether their investments in Facebook are yielding maximum value.
Facebook has responded by using surveys to gather feedback from users on what they would like to see in their news feeds. This has allowed the algorithm to be optimized and prioritize relevancy when selecting which posts to show.
This has caused an erosion in organic reach for brands and businesses on Instagram. Many of these businesses are reporting that fewer people are viewing their posts over time.
Facebook’s competition for users’ attention has become a major challenge for brands and businesses, leading many to seek alternative platforms for their marketing campaigns. Popular alternatives include Instagram, Twitter, and even Snapchat; although these smaller networks might not have as large of an audience as Facebook does, they are still effective at reaching potential customers and creating engagement.
People Are Sharing More Content
Facebook is one of the world’s most renowned social media platforms, boasting 2.96 billion monthly active users. With such a large audience, marketers can easily reach them with tailored marketing content.
However, due to a decline in organic reach, businesses are finding it increasingly challenging to promote their content to these audiences. Therefore, many marketers are combining organic reach with paid advertising in an attempt to reach a wider audience.
To maximize your reach on Facebook, post engaging and trendy content that appeals to its algorithm. While this won’t guarantee overnight success, it can help you establish a stronger presence on the platform.
Additionally, ensure your fans and followers are engaged with the content you post. Studies have indicated that people are more likely to share something if it has relevance for them.
Another essential factor to consider when posting is how often. Hubspot reported that pages with less than 10,000 fans experienced a 50% reduction in engagement per post if they posted more than once per day.
Hosting an event or promoting a product via video is an ideal way to reach more people and get your point across. Furthermore, Facebook’s algorithm is now favoring videos over pictures when it comes to News Feed placement.
Ads have seen a dramatic rise in recent years, offering content creators an effective way to extend their viral reach without relying solely on organic reach. While organic reach can vary drastically between posts, ads provide great visibility and extend post life cycles. Plus, keep in mind that Facebook constantly tweaks its algorithm in order to surface engaging and relevant material for its users.
People Are Hiding Posts
Some Facebook posts can be embarrassing or awkward, such as photos from an ex-relationship or past events where you didn’t look your best. Hide these posts from appearing on your timeline so they don’t appear again.
Hiding posts is an effective way to ensure they don’t appear on another person’s timeline or friends’ News Feeds. However, it’s essential to note that hiding a post does not delete it from your friend’s page or timeline; the original poster can still view the post directly on their own profile page.
If you can’t locate the post that needs hiding, try searching by date or tag. If that doesn’t yield results, check back in a few days to see if it has been removed from your friend’s feed once again.
People may need to hide posts on Facebook for various reasons, such as keeping up with current events, managing negative comments and avoiding certain types of content. There are various methods available for hiding posts from Facebook; from deleting them outright to temporarily removing them from your account.
In some cases, you might be able to remove a post from your newsfeed by unliking it. Doing this helps ensure other users don’t view the post and allows for easy tracking of negative engagement.
Hiding a post is often preferable to deleting it completely, and you can do this on either computer or mobile device. Just be sure you want the post back on your profile before beginning the process. And don’t be afraid to take additional measures if needed for whatever reason.
People Are Unliking Posts
Organic reach on Facebook refers to the number of people who see your posts without paying for them to appear in their News Feeds. It’s also referred to as page reach or total reach on Facebook Insights.
Facebook users are increasingly sharing content, creating fewer spaces for it to be showcased within the News Feed. This presents brands with an uphill battle if they want to engage their fans and foster brand recognition.
To combat this issue, many marketers have turned to paid marketing tactics on Facebook that allow them to reach a wider audience. These campaigns may include ads, posts that get shared by other users or viral content.
Paid Facebook ads can be costly, but they remain an effective way to expand your reach and engagement on the platform. To maximize success, make sure you use your ad money wisely by targeting the correct audience.
Another effective way to increase your reach on Facebook is by inviting user-generated content (UGC). Run a contest or sweepstakes that encourages users to post photos and videos related to your brand; this not only increases content from fans but also generates significant interest in your page and increases its organic reach.
The issue with these types of campaigns is that they tend to become monotonous or boring over time. Furthermore, they can be expensive and take up a considerable amount of effort.
Instead, prioritize creating engaging content for your audience that speaks to their needs and interests. This is the most effective way to get your posts in front of more users on Facebook and increase organic reach.
Additionally, don’t be afraid to switch up your strategy from time to time if the results aren’t satisfactory. This could include altering your cover photo or launching a different type of content.
GB Digital can help with your social strategy, posting and reputation management. Give us a call today!