Organic Facebook Reach: Discover 7 Ways To Increase Your Exposure

Organic Facebook Reach is a crucial metric for any business, and companies are searching for ways to increase their exposure on the platform. This article provides 7 tips to optimize your organic reach on Facebook.

Organic Facebook Reach is the process of increasing your exposure on social media networks. There are 7 ways to do this. The article also includes a list of tools that can help you increase your organic reach.

You put in a lot of effort to grow your Facebook organic audience.

However, you feel as if the rug has been ripped out from under you with Facebook’s newest algorithm adjustment, which prioritizes’meaningful interaction’ above everything else. Is this the time to call it quits and return to MySpace? Hardly.

There is still a large accessible audience with 2.23 billion monthly active Facebook members. Without paid advertising, they may seem tantalizingly out of reach, but with the right strategies, you can still maintain and grow your organic reach.

Without a doubt, the new algorithm is making it difficult for Business Pages to have their content viewed. If you can make the algorithm work for you, though, you will have less competitors and more chances.

To guarantee that your content receives the screen time it need in the future, you’ll need a Facebook marketing approach that is algorithm-friendly.

However, before you can begin your trek back from the social wilderness, you must first understand what you are up against.

What Exactly Is an Algorithm Update?

The News Feed algorithm on Facebook changed in January 2018. Facebook made it obvious to marketers and companies that being visible in News Feeds would be a new challenge.

While Facebook has made a lot of adjustments to its News Feed over the years, Mark Zuckerberg made the enormity of the most recent one plain in an open and honest speech.

He says it himself:

“Facebook was created to help people remain connected and to bring us closer to the people that matter to us.” That’s why we’ve always prioritized friends and family in our events. However, our community has lately expressed concern that public material — such as postings from corporations, brands, and the media — is drowning out the personal moments that encourage us to engage deeper with one another…

We’re changing the way we construct Facebook in a big way. I’m shifting our product teams’ aim from assisting you in finding relevant material to assisting you in having more meaningful social connections. The first changes you’ll notice are on your News Feed, where you’ll see more from your friends, family, and groups. You’ll see less public material, such as postings from companies, brands, and media, as we spread this out. And the public material you see more of will be subjected to the same standard — it should inspire people to connect meaningfully.”

There Will Be No More Engagement Parties

Previously, Facebook utilized indications such as the number of people who responded to, commented on, or shared a post to decide where it would appear in the News Feed.

They’ve introduced additional restrictions with this algorithm upgrade, making it more difficult for firms to emerge organically. They will not only promote content from friends and relatives, but they will also forecast which postings will result in user engagement. The new normal is to look for back-and-forth dialogues and postings that people are actually responding to.

The distinction between active (commenting and sharing) and passive (likes and click-throughs) interactions is now evident.

A digital line has been made in the sand by favoring postings from friends and family above public information and emphasizing posts that stimulate discussions and meaningful connections.

A Significant Alteration

This shift has led organic engagement numbers to plummet, in addition to sending marketers and organizations to the dictionary to define “meaningful interactions.”

This makes sense since meaningful interactions include interpersonal connections, strong and spontaneous dialogues, and the fostering of togetherness and community.

Do you want to view the most recent photo of your sister’s new pug? Charlie’s name is Charlie, and he likes to wear a red bandana…

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Charlie, your sister’s pug.

Or a notification from a business page you don’t recall following, announcing their latest line of products you don’t want?

A cynic would argue that the algorithm update is motivated by a desire to increase advertising income. But I’m much too preoccupied with the newest picture of Charlie the pug devouring a chunk of birthday cake to get drawn into that discussion.

Whatever the motivations for the algorithm change, the days of chronological feeds and easy organic reach are over.

We may all grieve the passing of simpler times, but if you want your company to remain recognizable, you must work hard. As the year progresses, it’s a matter of taking what you’re given.

However, there is a catch.

Despite the transition toward a feed focused on family and friends, the overarching criterion of ‘interaction’ continues to play a significant role in News Feed ranking. This statistic must now serve as the focal point around which marketers and companies customize their Facebook strategy.

It goes without saying that past Facebook content tactics would struggle to succeed in the face of these changes; this issue has already been recognized. Facebook has recognized the challenges caused by the recent algorithm update, stating that “reach, video view time, and referral traffic may decline” for Business Pages.

Businesses that can enhance their levels of involvement will reap the benefits of genuine exposure and focused attention. Obscurity awaits sites that produce derivative material, lack video content, lack analytics, depend on engagement baiting, or just fail to convince users to participate.

While each algorithm update might seem like the end of the world, individuals who are ready to adapt can find optimism. Consider the following seven ways to make sure your modification works with, rather than against, Facebook’s algorithm upgrade.

1. Begin creating video content

According to Facebook’s own research, video content generates more engagement and interaction than any other sort of content. Even if they’re just made locally, videos may help you grow your organic reach by keeping people on your page longer and stimulating comments.

A variety of underlying motivations may drive video material, including:

  • Leadership through thought

  • The corporate culture

  • Demonstrations of products

  • Entertainment

  • Educational

  • Testimonials

  • Values of the company

Dove has shown the importance of generating true and honest video content while also relating it to their larger business principles. Consumers who are emotionally “completely engaged” to a company spend twice as much on average as customers who qualify as “very happy,” according to a new Harvard Business Review research.

For that reason, Dove’s #ChooseBeautiful campaign was created on an emotional connection.

Women were given the option of stepping through a door labeled ‘average’ or a door labeled ‘beautiful’ in the film.

The film does not include any Dove goods and instead focuses on the company’s goal to serve and empower women. This emphasis develops a stronger bond with the brand and is an excellent example of consumer-friendly video content.

Keep these suggestions in mind for your next Facebook video promotion, regardless of the tone and style of your video content:

Include clear and self-explanatory visual cues: Because 85 percent of Facebook videos are watched without sound due to default settings, include clear and self-explanatory visual cues. Including captions simplifies the user experience and ensures that your message is heard.

Front-load your content: The initial few seconds of a video are crucial. You’ll get people’s attention and keep them watching if you deliver your most vital points first.

Be flexible: When it comes to generating Facebook video content, there are a lot of aspects to consider. The length of your material, the topic matter, the video production tools you use, the text you use, the tone you use—the list goes on and on. You’ll be able to figure out what works best for you if you’re open to change.

Despite its relevance, it is not required to devote whole marketing budgets to producing high-quality video content.

On their Facebook page, Webinomy performs an outstanding job of converting a 10-year birthday celebration into a cross-section of instructive video material that includes corporate values, testimonials, and amusement.

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Facebook Video Content from SemRush

There are a number of cost-effective methods to generate attractive video material. Facebook Live is an excellent example of low-cost, real video programming.

“Live videos typically lead to debate among viewers on Facebook – in fact, live films on average attract six times as many interactions as ordinary videos,” Mark Zuckerberg said in a recent statement, reinforcing the usefulness of live video.

In April 2018, Facebook Live celebrated its two-year anniversary, and the average number of daily Facebook Live videos had increased year over year. Furthermore, customers watch live videos three times longer than pre-recorded films, enabling them to interact with your goods and services in real time.

You may utilize Facebook Live to advertise future events, record behind-the-scenes experiences, impart important authenticity, and informally humanize your company.

When you make a Facebook Live video, you’re revealing the human aspect of your company, which is really useful. Furthermore, since Facebook Live broadcasts generate alerts that inform your followers on the go, you’ll be able to stand out from the start.

You may also utilize Facebook live to persuade prospective clients to purchase your goods or services.

Tough Mudder is an excellent example of a company that has utilized Facebook Live to assuage the anxieties of hesitant customers and generate interest. They predicted that the unknown of what to expect during Tough Mudder would be a major deterrent to people signing up.

In response, they created a live video of a Tough Mudder instructor directing participants through a training course. They were able to lessen anxiety and encourage individuals to join up by telling them what to anticipate, while also increasing enthusiasm among those who were already on board.

Their Facebook live video, which has had 53 thousand views to far, is a unique method to generate interest and promote involvement.

2. Initiate natural conversations

You’ll be operating inside Facebook’s News Feed algorithm if people create discussions by commenting on your posts. However, getting them to speak might be difficult. Focus on asking engaging questions as a starting point to get the discussion going. Make sure your information, as well as the question that goes with it, is unique and interesting.

You can’t expect people to feel compelled to connect with you if you’re asking the same questions as everyone else. Ask yourself what fresh aspect you can offer to your selected issue with each article and incorporate it into your social strategy.

Begin your social media analysis now.

Webinomy Social Media Tracker is a tool that allows you to keep track of your social media activity.

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Using the Facebook algorithm updates to your advantage might be as simple as starting a natural conversation on subjects related to your company. ‘Natural’ is the important term.

It is no longer sufficient to develop “engagement bait” material. This style of post, which previously fostered involvement, now explicitly begging for tags, comments, or likes.

Under the new algorithm, they will be deliberately downgraded if their involvement is considered “not relevant enough.”

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These kind of engagement baiting articles will no longer be successful.

Engagement bait content will continue to appear from time to time, but it will not last, so you should avoid it.

Consider this scenario: If you manage to beat Facebook’s algorithm and appear in your followers’ news feeds by spamming engagement, you risk leaving a foul taste in the mouths of your intended clients who are too sophisticated to fall for blatant marketing techniques.

While the adjustments to Facebook’s algorithm may seem to be penalties at first, they are really opportunities.

Businesses that can develop natural dialogues around shared interests aren’t trying to take advantage of the system. They’re doing what Facebook wants companies and marketers to do in 2018 and beyond: humanize themselves and engage in meaningful connections.

Facebook encourages pages to publish material that sparks conversation, as long as it is presented in a unique way. Controversy or shock should be avoided when creating content with the intention of igniting a heated conversation.

Not all forms of involvement are created equal.

When companies try to capitalize on the newest hot subject or “fake news” story in order to increase their exposure, an avalanche of attention may be the incorrect sort of attention. When the alternative is alienating and aggravating your audience, treading softly is a virtue.

Don’t underestimate the power of direct action. A simple ‘like and share’ may go a long way.

By choosing ‘See First’ in their News Feed options, Facebook users may see more posts from companies they follow. Encourage your most devoted fans to become even more involved.

The more you can get people talking, the more likely you are to show up naturally.

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Invite your most devoted fans to use the ‘See First’ feature.

With the most recent algorithm updates, there is no magic method that will help you succeed. Facebook has been open about its need for material that engages your followers; this is crucial if you want to appear in their feeds on a regular basis.

While you should always try to extend your audience by reaching out to individuals who aren’t affiliated with your organization, enlisting the support of your workers to expand your organic reach is a simple step worth taking. Encourage your staff to become your champions, since Facebook prioritizes material from friends and family above company pages. This may help your content reach a wider audience.

The amount of followers you have already limits your Business Page. With the recent algorithm changes, the number of people who will be exposed to your content organically has shrunk even more. Having your employees share your content on their personal Facebook pages increases your exposure exponentially.

This simple effort may yield enormous results, as recent studies suggest that posts from friends and family are 16 times more likely to be viewed than ones from companies.

You can help your employees succeed by providing them with content calendars and encouraging them to contribute. Employees profit as much as you do when they can exhibit thought leadership, establish their personal brands, and create more leads and money for the firm.

4. Include fewer links but more photos and multimedia in your posts.

The purpose of Facebook is to retain people on the platform.

“If a piece of content contains an external link, Facebook typically frowns on it and reduces its average exposure and ability to reach its target audience.”

Moz co-founder and SEO specialist Rand Fishkin

You will not be blacklisted simply by posting links. However, link spamming also speaks to the user experience you deliver to your followers, in addition to the fact that your organic reach will suffer. You’ll be sticking to Facebook’s tastes and algorithm if you keep your feed current with a variety of articles.

You’ll also be building a warm and engaging atmosphere for your followers, who will appreciate the variety of stuff you provide.

That’s a win-win situation.

Each post should have a graphic, since visual content generates 87 percent greater interaction.

It’s never been simpler to become your own graphic designer and produce some much-needed visual candy thanks to a variety of free apps like Canva, Stencil, and Design Bold.

Once you’ve added your visual flare and published your material, give credit where credit is due by mentioning other websites that contributed to your discoveries or aided your post in any manner. This is not just a digital politeness, but it will also help you expand your reach by tapping into their following. It is not enough to just earn shares; you must also urge people to interact with your content.

While it may seem self-evident, generating material that people appreciate can help your content achieve organic success.

Poster for Social Media

Streamline Your Social Media Posting

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5. Take use of Facebook Audience Optimization.

With such a limited margin of error, throwing up material and hoping for the best is no longer an option. Instead, the idea is to get as much engagement out of a single post as possible. Selective posting has taken the role of untargeted bulk posting.

This entails tailoring each post to a particular audience, which is achievable whether or not the post has been sponsored. You’ll have a better chance of getting involvement from the individuals who are most likely to find it valuable if you share it in a targeted way.

Log into your Facebook Page and go to Settings in the upper right corner of your dashboard. On the left-hand table, choose ‘General’ options and then ‘Edit’ to the right of the ‘Audience Optimization for Posts’ option.

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You may target a certain demographic by using audience optimization.

Check the box to enable you to choose a desired audience, then save your changes.

Facebook’s targeting function is now available to you. You’ll be able to filter your audience while you’re writing a new post.

You may add up to 16 interest tags to your posts to target others who share your interests. You may also limit your post’s exposure depending on the audience’s age, geography, language, and gender.

If your target audience isn’t within these boundaries, the post will be hidden from them.

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To increase your organic engagement, filter your target audience.

After you’ve done selecting your audience, click ‘Save’ and continue to publish your message.

You can fine-tune your targeting approach in the future by utilizing Facebook Insights to determine which posts were effective and which were not. Targeting a small segment of your followers for more interaction is generally preferable than targeting your complete follower count and hoping for higher engagement from your larger target group. While it may seem contradictory, reaching out to a smaller but more focused audience is a better option than publishing to the widest potential audience.

According to Hubspot’s newest data, companies and marketers are expected to post between 1 and 2 times each day, putting pressure on them to achieve a balance between uniqueness and consistency.

It’s Unquestionably Difficult to Walk This Fine Line.

Both submitting the same material repeatedly and failing to post are detrimental to your company. This issue may be solved by reposting your material with fresh and original descriptions each time; this will keep your content from getting stale and expose it to a wider audience.

If you utilized a quotation the first time, try a question the second time or a statistic the third time to emphasize your argument. Repurposing your material is another innovative way to approach this challenge.

The following are examples of wide content types:

  • Images

  • Text

  • Video

  • Content created by others

  • Posts on the blog

  • Podcasts

These may then be further split down, for example.

  • Tips, quotations, infographics, comedy, and behind-the-scenes images

  • Fill in the gaps with questions, quotations, recommendations, and testimonies.

  • Testimonials, instructive, commercial, and story videos are all available.

  • Videos, photos, blog articles, news, or current events created by others.

As this example demonstrates, the rabbit hole of conceivable material is rather deep.

Utilizing Canva or Adobe Spark, convert your recent market information into a bright image using this creative spectrum. Remember that your Facebook postings aren’t about you; they’re about your audience, their interests, and what they’d find useful.

High-quality, well-researched content should be the beating core of your Facebook marketing campaign, regardless of the size and breadth of your company. After that, everything else comes into place.

6. Establish a Facebook Group

A Business Page will not become a goldmine of interaction, organic traffic, or leads, to address the elephant in the room. Without a monetary investment, no.

“Like TV, search, newspapers, radio, and practically every other marketing medium, Facebook is considerably more successful when companies employ sponsored advertising to help reach their objectives,” according to Facebook. Unless you pay to be on the top page of a search result, your company will not always be there.”

The decline in organic reach over the prior 6 years demonstrates the harsh truth of this assertion. Organic reach dropped from 16 percent to 6.5 percent between February 2012 and March 2014.

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From 2012 to 2014, organic reach decreased.

The era of the busy organic Business Page may be ended, given the constant drop in Facebook page reach, which is estimated to be as low as 2%. Consider switching your plan to incorporate a Facebook Group for your company rather than abandoning your Business Page as a relic of the past.

Adam Mosseri clearly mentioned Facebook Groups in Facebook’s own news statement. “People frequently interact in groups around public content. Local companies keep in touch with their customers by providing useful information and organizing events.”

Because Facebook Groups are often organized around similar interests and promote natural debates, they match Facebook’s meaningful engagement agenda. When you search for ‘Social Media Marketing’ groups on Facebook, these are some of the top results.

These communities would naturally offer fertile ground for spontaneous social media marketing debate.

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Facebook Groups bring together people who have similar interests.

The opt-in feature of a Facebook Group solves the challenge of locating individuals who have a concrete interest in your company in the same manner that SEO links search queries with interest.

A Business Group, when properly managed, may grow into a micro-community of highly engaged users who are both advocates and future consumers for your company.

Create a Facebook group to:

Boost Your Personal Engagement

In the Mad Max world, likes and comments have the same desired qualities as water in 2018. The majority of consumers will not want to participate in a conversation on your company’s Facebook page. If they’re even aware of your postings, that is.

It is considerably simpler for individuals to interact in a private group environment. It is simpler to develop a discourse in an atmosphere full of like-minded people and with less public scrutiny.

It may surprise you, but there’s a big difference between a corporate logo and your (undoubtedly attractive) face. People want to interact with you as a person, not with your company. A Facebook Group is the ideal environment for them to do so.

Make enticing call-to-actions

A pinned post is a great way to draw attention to your most captivating content; it’s also a great location to put a forceful CTA, offer, incentive, or anything similar. Consider inviting your group members to join your mailing list or newsletter, with the value you’re providing expanding on the interest that brought them to your group in the first place.

Maintaining a value-centered mindset can assist you in attracting leads.

Obtain Beneficial Feedback

Polling your Facebook Group members may provide you with vital input that can help shape your marketing efforts; this might include product design and reviews, pricing points, customer experiences, industry preferences, and so on.

The unvarnished and raw quality of such material is normal, and the specialist nature of your Facebook Group ensures that your criticism is focused and free of distractions.

Publicize Upcoming Offers

Creating a Facebook Group is an investment that will pay off in the long run. While having the opportunity to gather information, ask questions, and form a community of like-minded people is useful, it is just a means to a goal.

You’ll be able to present offerings when the moment is appropriate after you’ve built a highly focused following. With conversion targets on the horizon, your efforts in your Facebook Group should continue to encourage engagement.

Create a sense of trust

All of your Facebook Group’s uses have one thing in common: trust. Without trust, you won’t have an engaged audience, your tour CTAs won’t work, your polls won’t get responses, and the deals you promote won’t work.

Providing value earns you trust.

Without expecting anything in return, share your experiences. Respond to inquiries honestly and truthfully. To create a relationship between your followers and yourself, try to address the concerns of your new community.

Facebook Groups are especially useful for companies trying to build a presence in the aftermath of Facebook’s algorithm update since they allow them to solve problems, educate, workshop, gather market research, and generate leads all at the same time.

7. Perfect the timing of your content

While you post when your followers are online, you have a better probability of them seeing it. Regrettably, there is no one technique to pinpoint this ideal moment. It’s possible that your target audience is online at 12 a.m. or 12 a.m.!

You may utilize your engagement statistics in Facebook Insights to identify when your followers are most engaged.

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Facebook Insights provides useful engagement data.

To get a breakdown of each post, click ‘Posts,’ which includes:

  • Posting of the time

  • Type of content

  • Settings for personal privacy

  • Your sphere of influence (split between organic and paid)

  • Your commitment (split between post clicks and reactions, comments, and shares)

You may set a baseline level of interaction by monitoring your content over time to determine the best-performing pieces. If you see a pattern of better engagement across content types and times, you may utilize this information to pursue additional interactions.

Knowing when to publish and what information to post can help you simplify your approach in the future. With Facebook’s algorithm valuing interaction, it’s more important than ever to time your posts to appear in front of an engaged audience. Create a content schedule to be consistent once you’ve utilized Facebook Insights to figure out what works for you.

While there are a number of studies that suggest the “optimal times” to post on Facebook, they should not be taken as gospel.

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Facebook’s recommended practices for posting are outlined below.

Instead, utilize them as a jumping off point for your own research. Your Facebook Insights data will become your new best buddy, so utilize it to figure out the optimal publishing schedule for you.

Conclusion

While the recent algorithm modifications have shaken many companies and marketers’ foundations, they do not live in a vacuum. The necessity of providing engaging content has been growing for some time, and this current effort is a continuation of that ambition.

Marketers and companies that recognized the benefits of interacting with an audience on a deeper level will now have an advantage over their competitors. Those who have previously depended on superficial involvement should recall the phrase “fans are vanity, sales are sanity.”

Following Facebook’s recent algorithm adjustments, the capacity to generate genuine interaction from the former will almost certainly lead to the latter.

Organic Facebook Reach is the amount of people who see your posts in their News Feeds. The “facebook post reach trick” can help you increase this number.

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