Is declining reach impacting your Facebook marketing ROI?
Looking to improve your Facebook exposure?
Organic reach has become harder to achieve on Facebook and marketers are turning to creative ways to get their messages seen.
About Facebook Organic Reach:
We can say, tongue-in-cheek, that “organic reach is so 2012.” It’s a fact that organic reach on Facebook is at an all-time low of 2% to 6%, and it continues to decline. What may surprise you is that having a large Facebook fan base doesn’t seem to be as beneficial as it once was. Large brand pages with more than 500,000 likes have the lowest organic reach (~2%).
More than 60 million businesses have a Facebook page, yet only 4 million are active advertisers. You can imagine that Facebook would love to entice the 56 million non-advertisers to give ads a go.
Many businesses are stuck in a pre-2012 frame of mind, hoping that if they post more often, organic reach will suddenly kick back in. But that’s just not going to happen. The good news is you can significantly improve your organic reach with strategic paid efforts.
#1: Start With Content Optimized to Generate Attention and Shares
Highly shareable content is the holy grail of social media marketing, and doing your best to optimize for shares is my number-one content creation tip. As people scroll the Facebook news feed, your content has to make people pause and read. The promise of your content must be thumb-stopping. What you deliver has to inspire people to respond with, “OMG, I must share this now!”
The Facebook news feed algorithms reward active advertisers and engaging content. The more reactions, comments, and shares your posts get, the better their reach. This goes for both organic and paid (your advertising dollars will go further).
As you develop your posting strategy, remember to minimize your ask; not every piece of content needs to have a call to action (CTA). Create a mix of content that combines promotional posts with posts that add value, educate, and entertain. And when you do include a CTA, keep it simple.
Pro Tip: Consider using a ratio of five non-promotional posts to every one promotional post.
#2: Build Organic Traction Before Promoting Posts With Ads
To get more mileage from your paid reach, let your posts run for 1-24 hours to gain some organic traction before boosting them. While increased organic reach is never guaranteed, there are ways to give your Facebook posts a better chance of good reach.
Here are some tips to make your content more likely to attract the views that yield shares and reach.
Post More Native and Live Video
Video continues to hold sway on Facebook with triple the engagement and 1200% more shares than text and image posts combined. In addition, when compared to YouTube video shared on Facebook, native video uploaded to Facebook has 10 times the reach.
#3 Publish From a Verified Facebook Presence
If you have a large business, you can apply for a blue check mark verification for your Facebook page. Not only does this check mark lend authenticity to your page or profile, but you’ll also get a higher priority in search results, giving you more visibility for your posts.
While not exactly the same, verifying your local business with a gray check mark badge has similar benefits.
#4: Prioritize Audience Engagement
Take every opportunity to engage your audience because that’s part of what keeps them coming back for more. The guidelines of good conversation for in-person contact apply to social media too. When people leave a comment, recognize that they’re starting a conversation and be sure to respond to any comments you receive. Let people know they’ve been heard.
Also acknowledge people who share your posts. Hop on over to the shared post and hit one of the reaction buttons (like or love) to let people know you appreciate their share.
#5: Amplify Your Organic Reach With Paid Promotion
Here’s where you start to pay to boost the reach of your content to improve your Facebook marketing ROI considerably. Rather than promote everything, apply some strategic selection to amplify the established organic reach of specific posts with Facebook ads.
For some posts, your objective may be to raise awareness and increase engagement and video views, for example. But for other posts, you’ll want to promote those with a link so you can drive traffic to your website. (Of course, remember to have the Facebook pixel installed and test retargeted promoted content.)
After you select your posts, decide how you want to allocate your budget. For the best results, spread out your ad spend and avoid blowing your entire budget on a single post with one boost or one ad.
Contact us at Caney Creek Studio for a free consultation on how to use data analysis, social media, video production, and digital marketing to promote your business.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.