How does Facebook’s recent changes impact your page reach?
Facebook, somewhere around the middle of August, announced that it was going to filter the content going into its
news feed more thoroughly, which means that not every post you make is seen by your audience unless it’s relevant
to them. This could be taken as bad news, but there are a few ways to overcome this situation.
You could pay Facebook to promote your ad
This might sound like the easiest way to go, but there’s one problem– your ad (no matter how real),
will get likes from bots, spammers, and scammers. This is obviously not good, but what makes it worse is the fact that you will
have literally almost no ROI to pay for your ad.
You could devise a way o show up in the newsfeed organically:
It’s a good strategy, except that it won’t work. Facebook’s changes have resulted in your brand getting just about 6%
(as per statistics in February 2014). An average reach that you could expect for now is about 2%, but it’s forecasted to
decline even further.
You could come up with interesting posts
Facebook’s new changes promote interesting, relevant content to users instead of spamming them with ads, so this is
probably one of the best ways to try and keep your reach stable. Here are a few ways to
keep your posts interesting:
Post photos that are noticeable and understandable at a glance. Pictures that don’t need much explanation
in text but are also great to look at are more likely to be seen, liked and shared.
Promote link-based posts. Posts with links in them saw about 30% more attention than ordinary posts,
while photo and video posts saw the same sort of attention. Text-based status updates, however declined by about 65%
So although Facebook ads can still be used effectively, you would have better luck growing your business’
audience organically. Once you’ve done this, paying to promote posts to your fan base makes more sense.
This way, not only are you saving money, but you’re also meaningfully promoting your brand to people
who know and like it and will hence give you a better ROI.