FROM THE BLOG
Is Facebook’s Organic Reach Declining, and How Can It Be Stopped?
The phenomenon has been given various names recently, but none witty enough to distract from the fact it represents a disappointing truth; that Facebook’s organic post reach is in steady decline. Some people think it is a clever rouse on the part of Facebook in order to encourage paid reach, and others have conspiracy theories which seem even more absurd – but, whatever the reason, the inconvenient truth is that companies are having a hard time getting people to view their posts of their own, free will.
This presents somewhat of a problem for social media marketing, as many companies simply don’t have the resources to boost every single post, run sponsored ads, and generally buy their target market’s attention. But, while this is an effective way to gain reach, it is not the only way. There is still hope for organic reach.
It is true that organic reach has dropped from 16 percent to just 2 percent over the last three years (and that’s only for superstar pages with over half a million likes), but it can still be effective if used wisely.
Here are some of the causes of diminishing organic reach, and some possible solutions:
Heavy Reliance on Only One Medium
Many companies gain excellent reach by posting images, while others gain reach through text, or links. In any case, relying too heavily on only one medium to boost your organic reach is like playing a round of golf with only one club. Facebook is capable of displaying many different media, which is an excellent way of determining what a specific company’s target audience might want.
In just the space of a year, images have become the worst performing medium on Facebook, while links achieve the best reach. Thus campaigns that rely only on images should consider utilising other media in order to gain organic reach.
Lack of Videos
Videos may not be the ‘be all and end all’ of organic reach, but they certainly help. Videos are fast becoming the Facebook response medium, meaning that users respond to them quite favourably. Many companies see the creation of videos as a more time-consuming version of paid reach. However, videos have more benefits than simple paid reach.
Videos directly link to sales in that many users will be more open to buying a product after having watched a video about it. In fact almost all online consumers appreciate videos when researching possible purchases. The inclusion of videos in organic content could thus be more advantageous than paid ads.
Lack of Tracking
Many companies fail to generate organic reach because they aren’t tracking the content to which their followers are reacting. While video might be the new star media on Facebook, not all video content is sure to generate engagement.
With this in mind, the type of medium should not be the issue. Companies should determine which topics their followers find the most interesting, and then package that in the most easily digestible form. The end goal should be topics that speak to users, delivered in their favourite media.
Unfortunately there is no magic solution to declining organic reach. If there was, it wouldn’t be in decline. However, there are ways to maximise the possible organic reach of a page. Through pertinent content, delivered in sought-after media, it is possible to still generate enough organic reach to consider a marketing campaign successful. For more on how to achieve this, contact Network Media today!