How to Improve Your Facebook Reach
Did you know that there are 1,310,000,000 users on Facebook every month? (Source: http://files.shareholder.com/downloads/AMDA-NJ5DZ/2301311196x0xS1326801-13-3/1326801/1326801-13-3.pdf) And there are 50 million different Facebook Pages, with half of those being small business Pages. (Source: http://expandedramblings.com/index.php/facebook-page-statistics/#.U0icVvldV7s) With so many people and businesses socializing on Facebook, how do you know your posts will get seen by users?
How it’s Changed
Facebook Pages for business launched in 2007. Since that time organic Page Reach has decreased dramatically. In fact, Facebook disclosed that organic Page reached only 6.5% on average in February 2014. So what has changed since the beginning? Why are businesses scrambling to get their posts seen by their target audiences? Let’s take a look at the history and how it has evolved.
Now, Facebook filters its feed. Its news feed sorting algorithm analyzes different metrics to determine the relevance a post has to each person. In other words, Facebook shows the most popular posts to a user in relation to what they view most often, or what is otherwise most popular. According to Facebook News Feed Director of Product Management Will Cathcart (source: http://techcrunch.com/2014/04/03/the-filtered-feed-problem/), the most powerful determinants of whether a post is shown in the feed are:
- How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with everyone?
- How popular is this post with everyone who has already seen it?
- How popular have the post creator’s past posts been with this particular viewer?
- Does the type of post (status update, photo, video, link) match what types have been popular with the viewer in the past?
- How recently was the post published?
Basically it means the more successful the post and the more popular the creator of the post is, the more likely it is to be seen by the viewer. Liked Pages or added friends at some point over time doesn’t matter nearly as much as the popularity of the post. Everyone earns space in the news feed.
Interesting posts that get likes, comments shares and clicks are more likely to get your Reach increased. Boring posts are ignored and your Reach decreases.
Facebook has changed a lot since its introduction of Business Pages in 2007. No longer are “Likes” and impressions as important as interesting and popular posts.