Hello! We come together today to mourn the loss of Facebook organic reach, to share the grief all of us marketers feel.
Yes, organic reach on Facebook is getting worse, thanks to the latest announcement from the social network that’s visited by more than a billion users every day. Facebook will show more funny videos and baby pictures posted by family and friends instead of news and other marketing content from brands, businesses, and publishers.
How bad is organic engagement on Facebook? On average, it’s somewhere less than 1 % Yikes :/
Facebook: Unhackable. But still how to increase your Facebook reach and stand out on Facebook in spite of all the recent changes made to the newsfeed.
That is the most important question for all the marketers and we set out to answer! and provide you with some tips and tricks in this blog.
So what’s the solution?
Your mission, if you choose to accept it, is to mitigate the loss from the latest Facebook newsfeed algorithm. You must raise your organic engagement rates.
Note: Some of these hacks involve spending a little bit of money. Others are totally free. All of them are totally worth your time.
What’s there for you in this blog?
1. Basics of Facebook Marketing.
2. Hacks to raise your organic reach and engagement rates.
We had the privilege of speaking with Growth Head and Social Media expert, Kriti Gupta from POPxo Team about specific ways marketers and businesses can incorporate Facebook Marketing as a viable and integral part of their marketing.
A huge thank you to Kriti for giving us some really actionable insights for this blog for social media managers and marketers looking to demonstrate the true value and ROI of social media.
Basics of Facebook Marketing —
So, here we go…Before planning or doing anything, you must think about your AUDIENCE in detail.
YOUR AUDIENCE —
- Spending ability
- Who they are — Likes, dislikes and preferences — what do they care about?
- How to target this audience? — Are they lower middle class, middle class, upper class? For example: You may have to do more of content if they are lower middle class as most probably they won’t be having 3G or 4G service.
Think about your audience as deep as you can.
- Colours you’ll be using
Let’s take POPxo’s example, POPxo is friendly. What colour comes to your mind when you think about POPxo? PINK. It’s feminine..
Lakme and Dove — Lakme marketing approach is glamorous whereas Dove always says all women are beautiful but they just don’t realise this.
- Trending —( For example when Diwali is coming we use lots of #Hastags saying Diwali, Happy Diwali and also when a new movie comes, we use their hastags and their themes for our memes on social media, as they are most trending at that point of time).
- Audience appeal
For example at POPxo, we keep in mind different women age groups while deciding the blog headings.
Keeping college girls in mind it would be —
For working women —
Hacks to raise your organic reach and engagement rates —
Facebook Newsfeed Hack #1: Use more of Videos & pictures without links.
The decline of organic reach almost mirrors the rise of video on Facebook.
Users watch more than 8 billion videos every day on the social network. And these videos are generating lots of engagement.
Just look at this recent research from BuzzSumo, which examined the average total number of shares of Facebook videos:
Facebook Newsfeed Hack #2: Preferred Audience Targeting
[Note: This is a valuable but little-known feature available to some (but not all) pages as Facebook is still rolling out this feature in instalments.]
Listen up: Preferred audience targeting is a brand new Facebook feature that works just like ad targeting, but for your organic posts. That’s right, this new feature lets you target your organic updates as if they were ads, for free. Facebook lets you target your update so only the people who are most likely to be interested in your update will see it.
Here’s where the preferred audience targeting option can be found:
This feature is so powerful because not everyone who follows your Facebook page is going to care about every single update you publish. If you want to start raising your organic engagement, you need to stop broadcasting to all of your followers and focus on those people who are most likely to engage with specific updates.
Facebook’s preferred audiences feature is pure genius for companies that have a variety of products and divisions, or that operate in multiple countries. You can narrow the targeting based on users’ interests and locations to reach the people you really want without bothering the rest of your followers.
Preferred audience targeting allows us to decide who sees our posts — or who won’t see our post, using audience restrictions:
Here’s another example. Let’s say you’re a French clothing retailer with locations in France, Poland, and Germany. You could make it so that only French-speaking millennial females who live near your locations will see your post announcing your latest deals.
If you can only reach 1 percent of your audience, you should more narrowly target the people who are truly interested in what you have to offer. Giving people what they’re interested is what great marketing is all about — and, in the process, it will help you raise your Facebook engagement rate significantly.
Facebook Newsfeed Hack #3: Content Unicorns
You can separate your content unicorns from the donkeys.
What is a content unicorn? Well, content becomes a unicorn when it is clearly among the top 1 to 2 percent of all of your content. These are your most rare and beautiful pieces of content that attract the most shares, engagement, and views.
A content donkey, on the other hand, doesn’t stand out at all. At most, it’s average. Ninety-eight percent of your content will be donkeys that get average engagement — again, less than 1 percent is the average organic engagement on Facebook, which is insanely low, right?
To raise your organic engagement rates on Facebook, you need to post fewer, but better updates. You can test out your content organically on Twitter. Here’s how it works. (By Buffer)
Post lots of stuff on Twitter — somewhere around 20 tweets per day. But imagine that every tweet has been infected with a virus, one that will ultimately kill them without the antidote within less than 24 hours.
The only cure for these infected tweets? They need to get a significant number of retweets, clicks, likes, and replies.
Your content that got the most engagement on Twitter is also highly likely to generate similar engagement on Facebook.
Now us that content on Facebook — that’s your Content Unicorn :D
Facebook Newsfeed Hack #4: Post Engagement Ads
You can use Facebook’s Post Engagement Ads to give your posts a bit of a push. Yes, that means you’re spending a little money to “earn” some free reach in the news feed.
How? Whenever someone shares your promoted post, it results in more people seeing it organically in their Newsfeeds and engaging with it.
Facebook Newsfeed Hack #5: Add Engaged Followers
Did you know there’s a way you can selectively invite people who have recently engaged with one of your Facebook posts to like your page? This is a valuable but little-known feature available to some (but not all) pages as Facebook is still rolling out this feature in instalments.
You want people who engage with you to become part of your Facebook fan base. You know these people like you and are more likely to engage with your content because they’ve done so in the past.
Here’s how you do it: Click on the names of the people who reacted to your post (liked, loved, etc.). You’ll see three types of buttons (Invite, Liked, Invited). Clicking on that Invite button will send an invitation to people who engaged with one of your Facebook posts to like your business page.
6 Science-Backed Strategies to Get More Followers on Twitter, Facebook, Instagram, and More — by Buffer
If you want to further increase your Facebook following, you could run a remarketing and list-based Facebook Fan / Page Promotion campaign, but still wouldn’t recommend it. I don’t think it’s a good investment unless you have a great organic reach.
Our goal is to increase engagement rates to increase earned organic engagement. Attracting the wrong types of fans could hurt, rather than help, your engagement rates.
Facebook Newsfeed Hack #5:Make a Facebook group, if you’re a community based startup
As compared to pages, groups have higher visibility and engagement as you can post lots of questions and do polling to keep the members engaged.
Go ahead with a group only if, your users are going to talk to each other a lot.
A few examples of engaged community groups are:
Closing thoughts —
Facebook organic reach is pretty terrible. That’s why you should start treating your organic Facebook posts more like a paid channel, where you have to be pickier and optimize to maximize engagement.
The above hacks might help you increase your organic engagement and mitigate your losses from the latest Facebook news feed change.
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