Facebook’s user base is ever growing, and people are seeing more daily content in their news feeds than ever before. Because there are so many people and businesses competing for visibility on Facebook news feeds, your business page content may only be reaching a small percentage of all your followers.
In fact, it’s likely that only about 6 percent of your followers are seeing your updates. Until a couple of years ago, local social media marketing professionals could count on a large organic reach for all of their Facebook posts, but due to the sheer number of people, businesses, and organizations that are competing for spots on users’ news feeds, it’s now much more difficult to get your message across a wide audience.
What Makes It to News Feeds?
To determine what ends up on users’ news feed, Facebook uses an algorithm that is based on more than 100,000 factors, which include:
- How often the user interacts with the page
- How many of the user’s friends like the page
- When the last comment was made
- What types of content, such as links or videos, the user typically interacts with
Mix It Up
If you’re like most business owners, you spend a significant amount of your marketing resources crafting posts that will engage your followers, but many of these posts could be going unseen. Fortunately, there are ways to increase your business page’s organic reach.
First, experiment with posting updates outside of business hours. You might find that posting at 7:30 a.m. on weekdays, for instance, is more effective than at 9:00 a.m.
Also, make sure you’re giving your followers variety when it comes to the type of posts you’re publishing. By providing your followers with a variety of posts, you’re increasing the likelihood that a larger number of people will interact with your posts. Keep in mind that Facebook posts aren’t limited to status updates. You can also engage followers by posting:
- Links to outside resources
- Links to blog content
- Exclusive Facebook offers
- Event announcements
- Milestone announcements
It’s also important to vary the length of your text updates. Some users skip over long blocks of text, and others like more details. You’re more likely to win over followers from both camps if you provide some of both kinds of text posts.
Consider Paid Advertising
One surefire way to increase your Facebook reach is by paying for it. When you compare the cost of Facebook advertising to, say, TV ads or even pay per click advertising such as Google AdWords, Facebook is still the clear winner. For just $0.25, you can reach 1,000 people on Facebook. Reaching 1,000 people through a magazine, however, would cost about $32.