Word from inside the Facebook headquarters is that organic page reach will be dialed down to a minimalistic one or two percent. That means that if a Facebook page has 1,000 fans and they post an image, link or text update, only 10 or 20 of their fans may actually see the that post.
This reduction trend isn’t new. Facebook has been decreasing organic page reach for a while now, starting with Edge Rank, an algorithm that determined what content would show up in a news feed based on what Facebook thought a user wanted to see. However, this new change signals a much more severe filter. At least Edge Rank only decreased organic page reach to the 40 percent range.
The reason for these organic reach reductions and filters is because Facebook is primarily a money making business. They want to provide the best content for their members so that people spend time on the site and don’t leave - which means showing more posts by friends and less posts by businesses. But Facebook makes money by selling ads to brands and businesses. The more desperate businesses get to have their posts show up in fans' news feeds, the more money they will spend.
So how can business communicate their message to their fans on Facebook?
Facebook ads are easy to setup and can cost as little as a dollar a day. They can be used to attract new fans or increase the reach of posts to a wider audience. With Facebook’s shrinking organic reach, ads may be the only guaranteed way a business can make sure the majority of their fans see their posts.
High Quality Content
The other option is to create high quality posts that entertain, inform and build a relationship with Facebook fans and prospective customers. Posts that users want to see in their feed. The kind of posts that will make people engage with your business via a conversation or by driving traffic to your website or physical location.
In short: A combination of advertising and high quality content is a winning strategy.
If you have any questions about Facebook marketing, we’re here to help. We can help create a success strategy or manage your social media for you. Contact us for more info.