They recently hit more than two billion monthly active users, & that number is continually growing.
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It’s the most popular, most used social truyền thông media platform out there.
Which means it’s no wonder that it’s trang chính to lớn more than 2.5 million advertisers & 50 million small business pages.
But with those large numbers come dangerous impacts on organic-based traffic on Facebook.
As advertising numbers & revenue increase, Facebook has less incentive sầu not khổng lồ push advertising on the rest of us.
If you’re still depending on Facebook fans for organic traffic to your nội dung, you’ve probably started to lớn notice this decline.
After all, Facebook is a business with a single goal in mind: profit.
So it only makes sense that as the user base and advertising demvà increase, Facebook will give sầu organic reach second billing behind the profit generator of advertising.
And they’ve been open about this. They have actually told marketers that organic reach will be declining and a need khổng lồ buy ads will replace it.
This could be a problem if you’re a marketer on a tight budget who has already built up a great organic following on Facebook.
It means that reaching those existing fans is going to be more difficult than ever. Those fans that you spent countless hours (& maybe even dollars) acquiring.
You can no longer connect with them as easily or effectively as you could a few years ago.
But thankfully, there are a few hacks to beat the system và bring back your organic reach.
Here’s why your reach is declining, và four Facebook algorithm hacks to lớn help you combat it.
Why your organic reach is dying
In December of 2013, AdAge dropped a bomb on Facebook advertisers with this headline:
AdAge obtained a sales dechồng that was sent out to Facebook partners that year which included a direct statement from the social networking site.
Here’s what it said:
“We expect organic distribution of an individual page’s posts to lớn gradually decline over time as we continually work to make sure people have sầu a meaningful experience on the site.”
Facebook was basically telling us that our organic traffic would slowly come to an end over the next few years.
They were letting us know that companies were going to have sầu to lớn start paying for ads lớn reach people instead of freely reaching them via page posts.
You can bet that this was not well-received in the Facebook Advertising community.
Essentially, Facebook was telling all those marketers who spent years of time và countless dollars growing their likes that it was all for nothing.
And Facebook lived up to their word. Organic reach has been steadily decreasing:
In fact, it’s almost impossible khổng lồ reach your fan base with organic nội dung anymore.
Even massive Facebook Pages lượt thích the Chicago Tribune have sầu suffered.
And they have sầu over 500,000 followers và page likes.
An editor at the Chicago Tribune compiled data on the company’s organic reach on Facebook & found shocking results.
The data showed an even sharper decline from 2016-2017 than they had already experienced since the announcement in 2013:
This graph is pretty alarming, khổng lồ say the least.
In the entirety of năm 2016, the organic reach for the Chicago Tribune was on a steep yet steady decline.
But when you look at the start of 2017, you notice a serious drop-off.
To bởi more digging, they inspected 15 months of organic posting data to see if any outliers could have been messing up the data.
Instantly, they found some pretty scary information:
At the start of 2017, there was a massive sầu increase in posts that reached fewer than 10,000 people organically.
This means that all 500,000 of those page fans were not seeing the majority of their nội dung.
Facebook organic reach was declining four years ago and it’s still seeing sharp dips.
So Facebook wants you lớn advertise on their platsize. I’ve sầu got a few tips for you lớn hack your organic reach, though.
1. Use preferred audience targeting
Facebook instituted preferred audience targeting in 2015 along with audience optimization for organic posts on Facebook to lớn help marketers deliver nội dung better.
This allows users lớn restrict audiences and target more specific, niđậy segments of their existing audiences within a single organic post:
With this new tool, Facebook also promises better analytics và reach to lớn people who are more likely to engage.
Sounds pretty great right?
Thankfully, it’s a free tool.
The tool is another way to lớn organically target your Facebook posts khổng lồ specific audiences lượt thích you vì chưng with ads, but without the cost:
Just lượt thích you’d create a saved audience in Facebook Ads, you can create more specifically targeted posts for audience segments.
For example, if you run a Facebook page that appeals to lớn multiple genders, lượt thích one dealing with clothing, you can target the organic post based on the content you are publishing.
If you publish an organic post about men’s clothing, you can make sure that only men see it.
If your company Facebook page has less than 5,000 likes, you need khổng lồ activate this feature in your settings ASAP..
To vị this, navigate khổng lồ your page and cliông chồng on the settings tab:
From here, select the “General” settings category và enable the “News Feed Audience và Visibility for Posts” setting:
Click the checkbox và then save your changes khổng lồ enable this audience-targeting option:
Once you’ve sầu done this, you can go bachồng khổng lồ your page và create a new post.
You should immediately notice the audience-targeting options:
Clichồng that target button to lớn start optimizing your preferred audience settings:
Select interests that line up with your specific post.
For example, if you are posting nội dung marketing pieces about SEO, you’d want lớn select relevant interests lượt thích these:
You can also tweak your “Audience Restrictions” tab to lớn limit who sees your content based on demographic data:
Now you can effectively boost your organic reach using the power of advertising-màn chơi targeting.
If you don’t want lớn optimize the audience targeting for every post, there’s actually a shortcut for it.
Navigate to lớn your Page Manager và click on the settings tab:
Next, scroll down and click on the “Preferred Page Audience” tab:
From here you can edit your general preferred audience.
You don’t need to lớn select an audience every time you post if your audience is generally consistent.
From here you can edit locations, interests, age ranges, & language:
Simply cliông xã the “Edit” button at the bottom khổng lồ change any of this information or add any further interests:
It looks exactly like creating a saved custom audience with Facebook Ads, but it helps you narrow down your organic reach & circumvent the system.
This will bring baông xã some of your organic reach by targeting the most engaged visitors.
Organic reach is dying fast. Implement this tool under your settings tab to lớn start reaching specific audience segments with ease.
2. Post more đoạn phim content
If you log inkhổng lồ Facebook & scroll down your news feed, what vì chưng you see?
I’d be willing to guess that a large portion of your page is filled with video content.
Why? Because videos on Facebook drive sầu the most engagement, và when organic reach is dying, you need to use them.
On Facebook, video-based content receives an average of 400% more engagement than text-only content:
It even surpasses typical photo lớn và link-based nội dung.
It is hands-down the best nội dung type to focus on with Facebook if you want more organic engagement và reach.
According to lớn Facebook’s năm nhâm thìn quận 3 earnings report, only three million businesses are uploading video-based organic content on Facebook.
But that same report confirms that more than 60 million businesses are on Facebook currently.
That means the large majority of companies aren’t utilizing this strategy yet.
It also means it’s the perfect time for your business khổng lồ jump on the Clip bandwagon & bring back your organic reach.
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And video clip usage on Facebook is only increasing. In just a few months of năm nhâm thìn, viewership of live videos on Facebook grew by 3%.
Facebook did this by hiring & paying social media influencers to lớn post live videos:
In fact, Facebook shelled out a total of $50 million khổng lồ large publishers và celebrities lớn endorse it.
And it worked. According to Vibhi Kant, the product manager at Facebook, people spkết thúc 3x more time watching live sầu videos on Facebook compared khổng lồ non-live nội dung.
It’s safe to lớn say that organic engagement is at its best when video clip content is utilized.
That means using both live và static đoạn Clip can bring bachồng your organic reach from the dead.
For creating amazing static videos, head over khổng lồ InVideo và start using their tool today. InVideo makes it easy for anyone to create fun và engaging videos quickly và on a budget.
And what’s even better than that is you don’t need to lớn have past experience producing và editing videos. You can use InVideo today and create a professional Clip without needing time to practice. It’s that easy.
To go live sầu on Facebook, navigate to lớn your company or business page and hit “Live sầu Video” lớn begin a broadcast:
It’s that easy!
Use some of these tools to create awesome nội dung for Facebook và save sầu your organic reach.
3. Share your best content only
Quality over quantity is now key in terms of driving organic traffic with Facebook.
Focusing on better posts & putting them up less often actually nets better results.
Let me explain what I mean. According khổng lồ Buffer, every trăng tròn minutes on Facebook, there are more than one million link shared.
On top of that, 4.86 million photos are uploaded và nearly 800,000 status updates are created.
We are virtually drowning in a tidal wave sầu of nội dung.
Buffer noticed this & wanted khổng lồ make a change. They started to lớn cut their Facebook posting frequency by 50%:
They were posting, on average, four or more posts per day, & started to lớn drop that level lớn 1-2 posts per day.
Posting half as much content than they usually do, they actually drove higher reach rates and better engagement.
They found that the more they posted, the less reach they received.
In early 2016, they were posting 4x the content pieces per day. Now look at the graph trkết thúc when they dropped that number in 2017:
Their reach more than tripled from 44,000 khổng lồ more than 150,000 people on Facebook per week.
All by decreasing their posting frequency by 50%.
They also saw huge increases in engagement with their posts:
Average daily engagements with their Facebook nội dung rose from under 500 khổng lồ 1,000+.
Using a “less is more” strategy, they were able to lớn prove sầu that Facebook’s algorithm is hackable.
They found that posting less nội dung can net better results.
So, that brings me to my next point:
Focus on posting your best nội dung and only that content.
There is no need lớn post every new blog post on your Facebook page.
People simply don’t want khổng lồ see it anymore. Instead, you should analyze your greademo stuff from other social channels và nội dung the top-shelf posts on Facebook.
To bởi this, simply navigate lớn your Twitter account analytics and see what posts performed the best:
Piông chồng out the posts that were the highest performers in terms of impressions và engagement levels.
This will help you weed out the underperforming posts that you don’t need lớn giới thiệu on Facebook.
Use these top-shelf posts to lớn giới thiệu just 1-2 times a day on Facebook & increase your organic reach fast.
4. Invite engagements khổng lồ lượt thích your page
What would you say if I told you that you can easily bring in tons of page likes và more actively-engaged users in just five minutes?
Would you think I was crazy?
Well, with Facebook’s “Invited lớn Like” button you can do just that.
When someone engages with your nội dung on Facebook, you can actually bring them bachồng to lớn your page if they aren’t already a fan.
This strategy works for one simple reason:
The people you are inviting back to lớn lượt thích your page have sầu shown a proven interest in your organic content.
They are more likely khổng lồ engage further with it.
Larry Kim of WordStream implemented this for his organic Facebook posts:
By doing this, he found a 15-20% conversion rate in acquiring and landing new page likes and fans.
He was able khổng lồ bring baông xã hundreds of people daily. But be aware: Larry says that there is a limit between 500 & 1,000 invites daily.
Be sure not lớn spam invites over this level or you risk getting flagged by Facebook.
He even started to receive direct messages from the people he invited that were thanking hyên for the page invite:
It essentially worked as a personalization tactic that made people feel special và drove likes to lớn his page at the same time.
Thankfully for us, it’s really easy to lớn implement. Head lớn your Facebook page and cliông xã on the reactions khổng lồ one of your lachạy thử posts:
This will bring up a danh mục of all of the people who liked, reacted, và engaged with that post.
From here, you can start lớn invite people lớn lượt thích your page by clicking “Invite:”
Doing this can generate massive amounts of likes in a short period of time.
And the great thing about this tool is that it won’t allow you to lớn invite the user again, so you don’t risk spamming them.
It will notify you if they have already liked or been invited to lớn lượt thích your page:
Inviting people that have previously liked your nội dung is a great way to find more users who are already active on Facebook và with your nội dung.
Resurrect your reach by using this tactic khổng lồ build a bigger, hyper-engaged audience.
Conclusion
Facebook is the most popular, most widely-used social truyền thông platform ever.
Millions of companies advertise on the platkhung and run business-style pages to lớn drive sầu organic traffic.
The audience levels, features, and tools are unmatched by any other social network.
This is great for businesses & marketers — except when it comes lớn relying on organic reach.
Facebook’s organic reach has been in a steady decline since they announced the news bachồng in 2013.
And that means that all of those fans and Facebook page likes you have sầu are nearly useless now.
Facebook wants you to lớn reach them via advertising instead.
But you already worked hard to lớn get those fans. Tons of people (including me) even spent money khổng lồ acquire those likes và fans.
So how bởi you circumvent the system and still bring in organic traffic?
Start by implementing preferred audience targeting. It’s one of the best & easiest ways to bring back your organic traffic.
It allows you to target organic posts just lượt thích you would with Facebook Ads.
Next, implement video-based content. It drives more engagement on Facebook than any other nội dung type.
Be sure khổng lồ share your best content if you want higher levels of engagement, too.
Lastly, use Facebook’s “Invite to Like” tool to bring in tons of new fans that are already engaging with your nội dung.
Larry Kim used this tool & found a 15-20% conversion rate.
Bringing your organic reach baông xã from the dead can take some work, but with these steps, you can bởi it and save sầu some money on ad spover.
