Why is the Visibility of my Facebook Posts Dropping?
First, let's try to understand exactly what's going on. Over time, more and more people and businesses have started creating content and advertising on Facebook. This has resulted in users filling up the news feed. Mark Zuckerberg's social media company came up with the idea of using algorithms to separate relevant content from content that is less relevant for each person. Since the amount of content is still increasing, organic reach is simply decreasing. You have to fight with all the other companies and people who publish on this social media platform. As you can imagine, the competition is fierce. It is estimated that on average the organic reach of publications has gone from 16% in 2012 to 2% more recently. That's a huge drop!
This explains why you can only have 50 views of a post even if you have more than 200 followers on your page. As well, the more subscribers you have, the more difficult it is for you to reach your members for free.
Organic Reach vs. Paid Reach
Organic reach is free visibility while paid reach, as appropriately named, is the reach you get when you pay to broadcast your posts. Before we give you a few tips on how to increase your free reach, here are a few words about Facebook advertising. You may have noticed the Business Manager page or the Put Forward option when creating your posts. These are tools that allow you to create ads. As you can imagine, Facebook wants you to make ads to reach your followers or potential customers, because that puts money in their pockets. Revenue via advertising for this social media platform exceeds 10 billion dollars per year!
So, should you try to advertise on Facebook? It depends on your budget and your goals. It is possible to have a small budget and directly target people who might be interested in your content or your business. If you would like to learn more, we suggest you take a look at our article on paid referencing.
6 Tips to Increase Your Organic Visibility on Facebook
Before you spend money on advertising, here are a few tips you can try to increase your visibility on Facebook. Remember that it's important that you create content that's relevant to your subscribers so that the Facebook algorithms spread them organically.
Focus on Commitment
One of the things that Facebook algorithms particularly appreciate is engagement. The more your content is liked, commented on and shared, the more likely it is to be shared with your members. When creating your posts, keep in mind that you need to create content that will make your users react. While negative topics can be explosive in terms of visibility, it's best to create positive posts if you want your members to have a positive opinion of you.
Create Groups on Facebook
One way to reach out to your members and start discussions is to create Facebook groups. They can even be created on Facebook pages! If for example, you have a vacation rental in Provence, you could have a group on the best tourist attractions in the region. For example, things to do in Provence. This will allow people to share their best experiences and you can promote your business easily. You can also join existing groups to share your relevant content.
Publish Less Often with Higher Quality Content
Since you are constantly competing with thousands of other pages and companies, we suggest focusing on the quality of your publications rather than on the quantity. Your subscribers may very quickly get tired of seeing your content, especially if it is not always up to snuff. Start by knowing what the best times to publish your posts are for your audience and work on that. Sometimes a great publication will have more reach than three ordinary ones.
Know Your Subscribers and Their Interests
In order for you to create content relevant to your subscribers, you need to know them, but also know their interests. Sometimes it's better to be more specific and have a niche clientele than to create content that is too broad that won't leave an impression on anyone. The bigger your page and business growth, the harder it will be to reach all your subscribers. That's why you need to make sure the right people are following you.
Use Collaborators or Influencers
Why not collaborate with other pages or companies to increase your organic reach? In addition to reaching potential subscribers, you will also increase your visibility. Whether it's for a partnership or a campaign with an influencer, start by finding the people or companies that interest your audience. Don't forget to identify them in posts so they can in turn share posts!
Analyze your Results and Make Adjustments
As with any marketing campaign, it's important to measure your results. For example, you could start by analyzing your performance from last year and look at which publications were the most popular. Then try to replicate what worked and remove what generated little engagement. Have you ever taken a look at the statistics section of your Facebook page? You can find a lot of interesting data about your subscribers and your reach.
In conclusion, the organic reach of your Facebook page is not going to increase, on the contrary. Even easy strategies like contests or live videos are no longer successful. This means you have to roll up your sleeves and work harder to reach the same number of people. We hope we have managed to give you some solutions. Stay up to date by following us on our Facebook page ;)