Facebook has changed the way they push content to your fans and as a result, only 6% of them are seeing your posts.
One source suggests that this is expected to drop to as low as 1 – 2 percent! Ouch! But, don’t throw in the towel on Facebook marketing just yet as there is still a lot of opportunity to reach your target. The difference is that you have to pay-to-play. In other words, although Facebook is still a free tool for anyone to use, the free ride on sharing marketing content is over!
Facebook uses what is called Edgerank to determine what shows up in a users news feed. The three main parts of EdgeRank are:
Affinity – This refers to your relationship with the user, how much he or she interacts with your page.
Weight – Facebook places priority based on post type, giving top priority to videos and photos.
Decay – How old is your post? The longer your post has been around, the less likely it will be to show up in news feeds.
So, what can you do to reach your fans on Facebook?
Can you still generate any traction if you do not pay-to-play? The answer is YES! However, the rules have changed somewhat and you may need to review your strategy but you should also be ready to pay-to-play! Here is a list of 9 tips that will help push your FB reach numbers back up:
- Increase Post Frequency – although you might need less, I recommend a minimum of 3 posts a day but you have to experiment.
- Use other sources – Include relevant content from other sources. There is a lot of great content for every niche so invest the time or use one of the many tools to curate content you can use.
- Direct posting – I am a huge fan of auto-posting but, you should also include status updates that are posted directly on your page and not always through a third-party tool.
- Post Length Experimentation – create posts of different lengths over a defined period then see what works best and stick to it.
- Use a variety of post types. Include a mix of all post types over a defined period then check the results to see what works best for you.
- Use Hashtags – although there is not scientific evidence that these help, it gives you a way to find and repost your content as well as providing a opportunity for others to find and share. You should use no more than 2 or 3 in every post.
- Reduce the CTA (call to action). Although CTA is a huge factor in paid advertising on FB, the opposite is true for organic reach so don’t include in every single post.
- Post when your fans are online. Facebook insights will tell you this so make use of it through scheduled posts or other third-party tools.
- Pay to Play. As much as I hate that I have to pay to get the level of reach I want on FB, when I look at the stats displayed in the image below, I have accepted it as a part of doing business and it is at the moment still my most cost-effective marketing option.
You might be asking, Is it still worth it? Here is a great article that I shared on my Facebook page that talks about why advertising on Facebook is still a good idea: