In 2014 we published our first blog on how to get a better organic Facebook reach, and while all that is still relevant today, the algorithm changes in the last year have meant the updates have to be served up to your audience in a different way.
Facebook reach: What is it?
Facebook reach is, in layman terms, how many people have seen your update. This can be:
- Because they follow your page and posts and so it has shown up in their newsfeed
- Down to someone having shared the update into their newsfeed, and so their friends see it
- The post has been shared into a group for the members to view
- Another page has shared your update onto their page for (some of) their audience to see
- Someone who saw the update has commented on it and so Facebook puts this information into their newsfeeds for their friends to see (are you still with me?)
So there are many ways for your posts on Facebook to reach people. But here are a few more tips to ensure that the audience of 2017 see them.
Native content is going to be the buzz word of 2017! This means producing unique content for a particular outlet and audience. To ensure that your Facebook reach is as high as possible you need to post ‘native content’ on Facebook. No links out, no embedding YouTube videos, no click-bait. If you want your updates served to as many people, you need to upload directly to this platform and encourage your fans to stay and engage with your page.
With the rise of Facebook Live, Facebook Marketplace and Instant Articles, Facebook is doing whatever they can to keep your audience on site. So whatever you can do to support this, they will reward you with a larger organic Facebook reach.
You cannot avoid investing in videos anymore if you want a decent Facebook reach without paying for it! (check out the stats to support this in our recent Marketing Statistics blog) To be fair, it is an investment that, if done right, can be used across all channels and your website. And not only does it keep your Facebook page being found and seen, but your website will also be as well.
Back to Facebook. Facebook videos are 135% times more likely to be viewed than photos, and Facebook videos have increased by 360% across everyone’s news feed. But there are some basics to adhere to ensure that yours get maximum views:
- Add captions – 85% of Facebook videos are watched without sound. Most people (including myself) have their notifications and in app volume on silent, so to ensure that you get viewed by this audience, captions are critical!
- Make the first 3 seconds count! Facebook videos have an auto play function, and after 3 seconds it will count as a ‘view’. So make that 3 seconds count to ensure that your audience stays with you for the duration.
- Live videos get 3x more views that ‘standard’ videos. That’s right, by growing a pair and doing some helpful ‘live’ videos you can increase your organic Facebook reach further.
Hashtags on Facebook DO NOT make a difference to your reach as no one uses them in the way that they do on Twitter or Instagram. Hashtags can reduce engagement. And as we know engagement is the aim of the game when it comes to getting a decent Facebook reach – in short, it is worth dropping these!
So for now, that is it. Our top tips to increasing your organic Facebook reach in 2017 (and beyond) are lots of native videos that do not have hashtags!
THE MOST WATCHED FB LIVE VIDEO OF 2016
Before we look at how to target affluent consumers on social media, we must define who they are. Click to read further on our blog.
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