Have you ever asked yourself, “Why are we on social media?” We use these social platforms everyday, yet I’m pretty sure only a few of you have really asked that question to yourself. To some, it might be to stay connected with family, and for others – to talk to friends who live far away, but it’s probably because you want to reach someone – new people, an audience for your business, or to advertise and show what you can offer online.
So, let’s talk about “reach” and why you need a solid social media strategy to effectively get a good organic reach.
First, let’s talk about the different ways of how you can reach an audience. You probably figured out why it’s called “Organic reach” by now. Yes, it’s the natural reach of the content you put out on your social media platform. When you post, anyone who sees it is pretty much organic reach. “Paid reach” however is basically what you get when you advertise a post. That’s it in a nutshell. Regarding Paid reach though, there are posts that work well with it but there are also posts that you shouldn’t advertise. Which ones? Let’s talk about this particular post for example – You just had a team bonding session over at a local restaurant and you decide to post it on Facebook. Advertising a post like that WILL get you some reach but it wouldn’t have been worth it because it doesn’t promote any value to the reader at all. Advertising posts such as this defeats the purpose because when you advertise posts, you aim to get conversions rather than just reach. A good post to advertise contains new products you’re offering, updates on your website, news about a new service you will be offering, free value you’re giving away and so on.
While Paid reach is pretty straight forward in terms of ‘what it is’, organic reach is a bit more tricky than that. Because of algorithm updates and mass content that have been uploaded overtime, reaching an audience organically has become even more tedious than before. Analysts say that the average consumer actually misses 70% of posts on his or her social media feed. That means if you were to post something on the newsfeed of your follower, the likeliness that he or she will even see it would be 30%. WHAT!? Those odds are kind of.. Yuck?!
So how do we counter that? As mentioned above, a solid and well thought out strategy can work wonders. But here are a few tips that will help:
Create Beautiful and Engaging Content
Anything relevant to your followers is important. Create well curated posts that are both beautiful and have a natural shareability to it. Viral content is indeed difficult to come by but when you do hit that sweet spot between information and entertainment, these kinds of posts will be all over the internet. With the new announcement from Facebook regarding it’s News Feed updates – this is so important, I cannot stress that enough. Facebook is essentially trying to go back to what FB was when it began. Close discussions with friends and family, less business pages. So, to combat this – you MUST be creating content that is both visually appealing but also highly entertaining. If your posts do not attract users to engage in dialogue between users (not users to page owners) Facebook will push you down the algo-pole, so to say.
Posting at Certain Times
Some people like to consume their media before they work. Some like it during their breaks. Others’ when they get home. It all depends on your audience. Try to test when your followers go online and center your posting times on that. Adjusting to their schedule means you’ll be able to target more of them the moment they log into Facebook or IG. This means you have a far better chance of them seeing your post, thus interacting with it.
Track the performance of your best posts
If you were able to make a viral post, work off of that. Similar content is more likely to have similar results. Try to mix and match your information. Check the performance of your posts. From there, you should be able to create a strategy on which posts work and which ones don’t. Also – there are many platforms that will track all these things for you, platforms such as SocialPilot and many others.
Well, there we go! A few tips to help you get the most out of your organic reach. With the new Facebook News Feed update announced, it will be more imperative than ever to make sure you are doing everything you can to increase your organic reach (or start creating a Paid Ad strategy – NOW). No, it’s not the ‘end of Facebook for Business’. You just need to ensure the content you are putting out there encourages meaningful conversation or Facebook will severely penalize you for it.
Best of luck – go get it!