It’s not rocket science to get a good reach on Facebook.
So how can you improve your page reach on Facebook?
Understanding what Facebook reach actually is.
Facebook defines reach as:
Reach is the number of people who saw any of your Page posts. Reach can be broken down into people who saw your posts with or without advertising (paid or organic posts).
According to Social Media Examiner:
“Facebook reach is the number of unique people who saw your content. It affects every other metric you can track: engagement, likes, comments, clicks and negative feedback. And that’s not all. There are different kinds of reach: post, page, organic, viral and paid. Everything on Facebook boils down to reach”
Organic reach is the number of unique people who were shown your post naturally ie not via a “boost” or ad aka “paid distribution”.
Paid reach is the total number of unique people who were shown your post as a result of ads.[clickToTweet tweet=”Facebook reach is basically, ‘how far did your post go and how many people saw/interacted with it’?” quote=”Facebook reach is basically, ‘how far did your post (or page) go and how many people saw/interacted with it’?” theme=”style3″]
There are factors that can influence organic reach. Check your Insights to see what times most of your fans are online; discover which types of post get more interaction – text, images, video etc.
Interaction and reach are correlated and accumulates in a “snowball effect”. ie the more interaction you get, the bigger your reach and the bigger your reach the more interaction you get.
What’s the problem with page reach on Facebook?
The problem – and page user’s anger – arises when one post doesn’t get a good enough reach and thus not enough interaction to boost it organically. Although what is perceived as a good reach can (and should) differ from user to user, page to page. Is it a number? A percentage?
It seems page owners think every post they create should be seen by all their fans all the time but don’t stop to think about how Facebook actually works from a user’s point of view.
IT’S. JUST. NOT. FEASIBLE
If it was possible to see everything from everyone, just imagine how unwieldy our time line and News Feeds would be!!
The Answer? Algorithms
Thankfully Facebook uses algorithms (a set of rules) to filter what it thinks you will find most useful based on what you have liked and interacted with previously – both on site and off.
What do you mean by “off-site”?
Off-site means actions you have taken or things you have looked at that weren’t on Facebook itself.
Have you ever followed a link from Facebook or looked at an external (other) website, to be presented with ads from that site or similar when you return to Facebook? That’s its algorithms at work.[clickToTweet tweet=”Facebook assumes that if you follow a link, it is something you are interested in and would appreciate seeing more.” quote=”Facebook assumes that because you followed a link, it represents something you are interested in and would appreciate seeing more of.”]
In terms of ads shown to you, you can even click for further information to see why Facebook decided to show it to you – based on the advertisers parameters and your previous actions.
[clickToTweet tweet=”The best way to understand Facebook Reach and how to improve it is to think like a user!” quote=”The best way to understand Facebook Reach and how to improve it is to think like a Facebook user!” theme=”free bird”]
Remember FB is a BUSINESS – consider “paying to play”
We mentioned Facebook ads briefly above and it’s is surprising the amount of business page owners who a vehemently against paying for Facebook ads.
At the end of the day Facebook is a business and page owners are using it for business purposes – why shouldn’t you pay for benefitting from an otherwise free platform? Would a business owner expect a customer to come into their shop and request a product for free?
Pay to play! Get to understand Facebook ads and boosted posts, which don’t have to be expensive but can be invaluable in reaching your audience – new and old!
Forget going viral and just post MORE to increase your reach
Ultimately, business owners seem to be relying on hope when it comes to Facebook reach. Posting and hoping that they will “go viral”. This isn’t a good marketing plan.
A good marketing strategy for Facebook should not rely on “going viral”, it should be a SMART goal – Specific, Measurable, Attainable, Relevant and Timely.
For example, replying to product queries within one hour or increasing app downloads by 300% or gaining 50 fans by the end of the month are all ways of measuring page reach on Facebook
Going Viral is the ultimate holy grail but it is unattainable for the majority of business owners. Instead concentrate on posting more, relevant content that your fans can discover, share and promote on your behalf.
In mu opionion though …
Page owners just don’t seem to post often enough.
Struggling to decide what to post? Our content calendar can help but here’s a quick overview of how to structure your content so that you can improve your page reach on Facebook:
Never, ever, ever, forget to respond to your fans when they post on your page or in your comments. And never ignore negative feedback. Address it. Show your fans and customers that you care. Resolve their issues and keep them coming back for more!
Post at least 3 pictures per day on separate posts. These can be “behind the scenes” pictures, product images, memes or something you created in Canva (recommended graphic tool). such as an infographic.
Remember, people remember more information when presented visually then audibly.
Ask your fans/followers a question. This can be a random question (eg what’s your favourite colour) or a strategic question (eg what would you like to see more of).
Remember to check your page insights as to when the most of your fans are online so you can ensure you’ll get in front of as many as possible. And don’t forget to answer the question yourself, from you personal profile to kick off the answers (often people are too shy to be the first to respond)
People love to be inspired so why not share some thing that will do just that. Can you share how you will use your profits for good or simply an inspirational quote. Make people feel good at least 3 times per day and you’ll see your interactions increase.
Share articles from your favourite trusty sources on the internet – not something you have done yourself – to show your fans that you are staying up to date in your industry. Don’t forget to tag your sources in your post.
Post from the each of the above categories 2-3 times a day every day (approximately 10 posts per day) and you will see your interaction and reach increase.
And don’t forget you can use programs such as Hootsuite or Gremln to schedule your posts, so you’re not at your desk all day everyday but don’t forget to check in periodically to respond.
Checking your insights and analytics is ESSENTIAL to discover what is and isn’t working. As with all business marketing, repeat what’s working, tweak what isn’t. Rinse and repeat to improve your page reach on Facebook.
Facebook Marketing for your business is not an add-on activity or an afterthought for when you have time. If you choose to use it, you should consider it an integral part of your business activities. Plan it.
Recommended Reading for Facebook Marketing[amazon_link asins=’1119179033,1840787791,B06ZYCDHX3,0956239838,0753522756,0615896553′ template=’ProductCarousel’ store=’978388-21′ marketplace=’UK’ link_id=’640180f0-fb13-11e7-94f3-9365f786c474′]