What do you really understand by the word ”Organic reach” on social media?
This content explains what you need to know and how to grow organic reach.
There’s a huge improvement (and trouble) between utilizing social media as a customer opposed to bridling it for your business.
A few people can post a photo of their children to Facebook and see 100 Likes overnight. Be that as it may, independent companies with developing groups of onlookers may have a harder time endeavoring to get similar outcomes naturally.
On the off chance that you need to understand the long haul capability of social media, you can’t simply concentrate just on advancing your items. You additionally need to consolidate strategies and kinds of substance that make natural (unpaid) engagement.
When it comes to social media reach, Facebook is always the first platform to come up in conversation. Interestingly enough, it’s also the first platform to come up when talking about the decline of organic reach on social media.
Focusing on organic engagement as a pillar of your social media marketing:
1. Extends your organic reach, which you can then pay to amplify.
2. Lowers the costs if you choose to pay to promote your posts.
3. Establishes social proof by the numbers (total follower count and likes/shares on individual posts)
4. Potentially turns your fans’ friends into followers if they see that someone they trust has engaged with your post.
What Exactly Is Organic Reach On Facebook
Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts as well as your Facebook page.
On the other hand, paid reach includes the people who see your content as a result of paid promotions. It is influenced by your Ad targeting options and can also impact organic reach.
But it’s not so simple.
How people engage with your content has a lot to do with reach.
Yet, with all the interactions that Facebook allows, organic reach fell by 53% in 2017.
Why Facebook Organic Reach Is Declining?
There are two major reasons:
1. More content is being published than there is news feed space for it to be shown. There are more than 30 billion pieces of content published every month on Facebook.
2. Facebook provides only the most relevant content to each user. In order to increase engagement and optimize user experience, the content shown is tailored to each user’s individual interests.
Can businesses keep succeeding with this decline in organic reach? Absolutely.
You can still get tons of traffic from Facebook.
The best way to get accurate info about your audience is to simply ask them. Try using a survey, put it in an email, or even give some of your best customers a quick call to see how they’re doing. While you’re getting caught up, ask them which social platforms they use for business and personal purposes.
1. Look at your share counts
If you have a blog, then you should be using share buttons already. Many of these tools will provide analytics that show who’s sharing your content and more importantly, where they’re sharing it. Follow these numbers to figure out which platforms to focus on.
Look for your competitors
Lastly, take a look at your competitors. Where are others in your industry posting? If you don’t see them anywhere on the platform, odds are you shouldn’t be there either.
2. Optimize your social media profiles
Earlier I drew a connection between social media algorithms and the ones used by search engines like Google. When we create content for those engines, we optimize it with all kinds of on-page SEO tactics.
Well, turns out social media is the same way.
Every aspect of your social media profile can be tweaked for better visibility and optimization. If you want to be a social media rockstar, you need to know the ins and outs of these elements.
Many of the tactics you know and love work here, too:
An easy to remember username
A recognizable photo/brand logo
Keyword-rich descriptions (that still sound natural)
A trackable link back to your website
When posting, use these same factors to decide which images you use, what keywords you include, and how you phrase your call-to-action. This applies to any and all social media platforms.
3. Post evergreen content
“Create evergreen content” is one of those things that’s easier said than done. A typical post on social media, especially on giants like Twitter or Facebook, can have a widely varied lifespan.
These posts also need to be engaging. You may, work in a boring or dry industry, but you can still find a way to make your posts stand out despite the subject matter.
The bottom line is this:
Don’t publish content with an expiration date.
Consider solving common and persistent problems in your industry. Even better, try to post something educational and funny. Humor, shock, or awe are great emotions to target with evergreen content.
People will always share positive posts more than negative ones.
4. Work smarter, not harder
Facebook themselves have said that the average user is subjected to over 1,500 stories per day. To increase engagement, the news feed only displays about 300 of these – those that are most relevant to the user.
With this knowledge in hand, we now know that posting more isn’t the answer.
No, instead we need to focus on posting high-quality, relevant content. In this case, it’s literally quality over quantity. Posting less with higher quality will increase organic reach more than spamming your page with everything you can get your hands on.
5. Use targeting to maximize organic potential
This tactic will vary from platform to platform, but tweaking the settings of your posts to target specific members of your audience can give you a boost in organic potential. For Facebook, you can use organic post targeting to tweak who will see it.
There are eight options on Facebook you can use:
Post end date
6. Post during slow hours
Another misconception is that you should post when everyone is online, but that’s just going to throw your content into the hurricane of posts that people are seeing. If you wait until non-peak hours to post, you’re less likely to get drowned in all the noise.
Looking at research data, these are generally the best times you should be posting:
Facebook – (Thursdays/Fridays) between 1pm and 3pm
Twitter – (weekdays) between 12pm and 6pm
LinkedIn – (Tuesday – Thursday) between 7am/8am and 5pm/6pm
Of course, you should look into data for your own audience, if you can.
7. Post the right types of content
An interesting study done by Socialbakers revealed that certain types of content can give you a huge boost in organic reach.
The results of their study showed that videos had the highest organic reach on Facebook by a margin of almost 3%, which is huge given that average organic reach has dropped to 1% or less.
8. Promote your profiles everywhere
Every place that your business has a presence should also showcase your social media platforms. On your website, your storefront, your business cards, the signature on your emails, anywhere you can think of.
You should also consider adding follow buttons on your website so users to instantly follow or “like” your page, without having to leave your company’s blog or website.
Don’t forget, you can also cross-promote your social media profiles. Turn your Facebook likes into Twitter followers and vice-versa. You want your presence to be known everywhere which will ultimately grow your organic reach immensely.
9. Post the right balance of promotional/useful content
This one is tough, because you immediately want to promote your product or service on social media. But you can’t always think about yourself when it comes to these things.
Users expect to find content that’s useful to them, as well.
Sharing valuable content (how-to guides, articles, new posts, etc.) grows a user’s trust in your brand. They come to know you as an authority in the industry and will therefore trust you when you recommend a product or service.
The rule to master here is the 80/20 balance. Eighty percent of your content should be useful and helpful, while 20% can promote your brand or its products. That eighty percent will bring new followers and build trust, they’ll then see the twenty percent and buy into what you’re selling.
Don’t forget that this variety should also include a mixture of videos, images, and other engaging content types.
10. Interact with and engage your followers
Organic social media reach is never easier than when people come directly to your page.
If you properly engage with people and reply to their comments, you’re going to build a great reputation that will spread. People will look for your posts because they’ll be genuinely interested in what you’re doing.