Anyone managing a Facebook business page may have noticed the drop in views, interaction and organic reach in general. It can be more difficult to reach people through organic posts on Facebook now since Ad content has dramatically increased and made the news feed more competitive. Marketers may struggle to get any engagement on their organic posts due to the sheer volume of content being published on Facebook from other businesses.
Facebook has also recently changed its news feed algorithm which has caused an even greater drop in organic reach for many marketers. The platform made a change to shift the algorithm so that users would see more posts from their family and friends rather than businesses. In spite of these changes, it is still possible to see some valuable reach from your organic posts if you are careful about the type of content you publish and when.
Understanding the different factors that come into play when Facebook ranks certain posts above others can help you generate content that will show up in people’s news feeds. For example, Facebook ranks live videos higher in the news feed and videos with higher watch and completion rates. It also ranks based on certain words that indicate important events such as “congratulations”.
Familiarizing yourself with how Facebook’s new algorithm works can help you choose the type of content that is more likely to be seen. Your organic posts that facilitate more interaction and incorporate video will have a greater reach than other types of posts. Content should be infrequent and highly targeted in order to get more of a response.
Ultimately, marketers need to get smarter about the way that they post rather than publishing as much content as possible. They will also need to balance plenty of paid content with their organic posts to continue to expand their customer base.