Between 2014 and 2015, Facebook announced changes in its News Feed algorithm citing an increase in competition of News Feed stories.
The goal? To present more timely and relevant news to users. More and more content is being created and shared every day.
There is now far more content being made than there is time to absorb it. On average there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook.
As a result, competition in News Feed is increasing and businesses are fighting for the attention of their fans. Not only are businesses competing with other businesses, but they’re also competing with their fans’ friends’ updates as well. Another reason why you are seeing a decline in organic Facebook reach is because rather than showing people all content possible, News Feed is designed to show each Facebook user the content that is most relevant to them. To choose which stories to show, News Feed will rank each story by looking at relevant factors to each user.
What Does a Decline in Organic Reach Mean for Business Pages?
If you haven’t noticed a decrease in your organic reach over the last year, then consider yourself lucky. Those of us who have experienced a decline in organic reach can understand the struggle as a small business owner to get our products and services out to potential clients via free social media. We were so used to being able to market for free on such a strong social network that now that organic reach is dropping, we don’t know how to get it back up and get our fans engaged again.
Some say that organic reach is “dead”, but we disagree. We believe that you can boost your Facebook organic reach, but you’re going to have to do some investing first.
How to Deal with the Decline in Organic Facebook Reach
So how do you compensate for the loss in organic reach that your Business Page is seeing? It’s simple – you need to invest in Facebook paid ads. Introducing Facebook Ads into your social media strategy is no longer a question of “why” but rather a question of “how” and “when.”
Facebook Ads are fairly inexpensive and you can see a great deal of success with as little as $10/day for advertising. It’s easy to set up but does require some maintenance over the lifetime of the campaign so be prepared to do some A/B testing and make tweaks to your ads.
Try using your current fan demographics to reach more fans of the similar nature to build your network and increase your fan base and exposure. Fans make your ads more effective. For example, when a person sees their friend likes your business, your ads will drive an average of 50% more recall and 35% higher online sales lift.
Go ahead, try out Facebook Ads and let us know how it worked for you!
What is quality content? Quality content creates curiosity, captures imaginations, compels actions, describes possibilities, ignites new modes of thinking and challenges old ones.
So, how can a small business generate, not just run-of-the-mill content, but truly killer content? Check out this helpful eBook: