27 Jul Tips for Increasing Organic Facebook Reach
By Nikki James Zellner, Senior Marketing Coach
The Facebook algorithm. Just saying those three words gives me (and so many other business owners I assist) the heebies! Here’s the skinny: Facebook wants to show the most impactful information to people at the time it’s relevant to them, based on the things they’re interested in. Our “click” behavior – both on and off Facebook – drops little carrots to Facebook, telling them what our conscious and subconscious is interested in, and when.
So, let’s break down a few points for business page postings as it relates to today’s algorithm, and things you can do as a business owner to have the best reach possible, organically (organic here means the steps you can take to reach a natural placement on search engine results pages like Google and Bing).
- Just because people like your Facebook business page, does not mean your post will be seen by all of your followers. In reality, you will be seen on average by 3% – 15% of your fan base (without boosting).
- Facebook shows you to more of your follower base (and to the friends of your followers) based on the content you post that is RELEVANT to them. For example, I post to my personal Facebook profile that I’m moving into a new house soon in Virginia and looking to learn more about my new area. Facebook sees this, and begins to show me more posts from people who are (a) giving away or selling furniture, (b) more posts referencing Virginia, and (c) sponsored posts that relate to what I’ve been searching for as it relates to this move (moving companies, furniture sales, real estate). Will it do this forever? No, probably for a two week to 30-day window unless I keep searching for those things that indicate I’m still in the market for them.
- Your posts aren’t relevant to everyone all the time. You can help Facebook understand who you want your business page posts shown to (who its most relevant to) by customizing your audience. (For example: you have a new skincare product for females between 21 and 40. You can customize your audience for that specific post to only be shown in the feeds of females between 21 and 40. This way, your 15% reach is shown to those most likely to purchase, versus 15% reach of your general audience.)
Just understanding those three basic points should help you tremendously when it comes to crafting language for your posts – think of the language you use as “keywords” – telling Facebook who it’s most relevant to show to, just like a Google search.
Bonus tip: Facebook WILL decrease the reach of your post(s) if they are deemed too promotional or salesy. They want you to use boosts and ads for that! Also, they want a follower to want to do something organically, not to be told to do something. So, if you want more organic reach, AVOID the following words in the body of the post:
- Enter to Win
- Like Us
- Like This
- Sign Up
- Tag a Friend
Nikki James Zellner is a mom to two boys, a Navy wife, a Milspo Project volunteer and Senior Marketing Coach for Germono Advertising Company with over 19 years experience in media and marketing. To schedule your free 30 minute consultation with Nikki, you can email her at firstname.lastname@example.org. She can walk you through all of this and set your business up for success!