It’s no secret that organic reach on Facebook has been in decline. Facebook has become a pay-to-play ecosystem, and if you’re a marketer, you should be investing in Facebook advertising to get more out of this platform.
But that doesn’t mean you can’t optimize your posts to get more organic reach in the Facebook News Feed.
This is a running list of Facebook best practices marketers should follow. This post will be updated regularly.
1. Get your followers to add your page to Facebook’s see first feature. This is exactly what it sounds like. Once people add you to their see first list, all of your posts will be posted to your followers’ News Feed.
2. Use Facebook Live. According to Facebook, Live videos get more engagement than recorded videos. The News Feed will prioritize this Live videos over others—so use it regularly if it makes sense for your audience.
3. Publish videos natively. Yes, Facebook Live gets more engagement than videos, but videos also get more engagement than links (in general). So, if possible, upload your videos to Facebook directly (as opposed to posting it on YouTube and posting the YouTube link to Facebook).
Here’s a recent example from Hubspot:
4. Create and participate in Facebook Groups. Facebook has been putting more emphasis on Groups. If you already have a Facebook page, you can create a related Group and build your community that way.
5. Don’t ask for likes. Facebook recently warned against the practice of “engagement baiting.” The News Feed will de-prioritize posts that explicitly ask people to like a post.
6. Share your company’s posts to your own personal profiles. Get the engagement ball rolling by sharing your own content to your timeline. At the very least, you should be giving your own posts a like!
7. Post content from other companies or publishers. According to the social media scheduling company Buffer, they saw an increase in engagement after posting “curated” content—articles or other types of media that they didn’t produce themselves. As long as the content is relevant and useful for your audience, it doesn’t have to come from you.
8. Try a variety of formats. Many Facebook pages are guilty of pushing only links to their followers. But your audience might actually be more receptive to other types of content. So experiment with pictures, videos or just text. Watch your analytics to see which format your followers respond to the most.
The best tip for increasing Facebook organic reach….
In the end, the way to get more organic reach on Facebook is to deliver useful and relevant content. Some marketers may scoff at that advice because it’s cliché, but it’s cliché for a reason.
Finally, there isn’t a one-size-fits-all approach to succeeding on Facebook. So experiment, and do so frequently. See what sticks with your target audience.
If you think I missed any important tips here, please leave a comment below.
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