- Posted by Nigel Edelshain
- On February 11, 2014
I’ve been in several meetings with local business owners and medical practices where this piece of news is a rather big shock. So let’s get this out of the way first.
Not all your Facebook fans see your posts. Not even close.
OK, I’m glad I got that off my chest.
For the heavy Facebook user this is not news. Not even close. Serious Facebook power users have known this for a long time.
What many of us more seasoned Facebook users have known for a while is that our Facebook page posts only reach about 16% of our fans.
Yup, for those who did not know that, I should pause while you digest.
16%. That’s it. If you did not know this, it’s a pretty wild number the first time you hear it. I mean we all put a lot of effort into building up our fan base and then we find out that only 16% of the people who follow our page see what we post (in their newsfeed anyway.)
Of course, you can increase this reach by paying Facebook to boost your post or otherwise turn your post into an ad. And in a cynical vain one could conclude that is why the number is so low. On the other hand you can argue that Facebook needs to sort through the “fire hose” of content you could be receiving in your newsfeed and that is why you only see 16% of posts.
If you dig a little deeper it turns out the 16% number itself is not terribly accurate either. As Agora Pulse point out in their in-depth post the percentage of fans Facebook pages reach actually varies widely from 2% to 47%. Quite a range.
We ran one of our Facebook pages through Agora Pulse’s free Facebook Page Barometer and saw the following result. As you can see this page is only reaching 12% of its fans on average not 16%.
And there’s so much more you can measure. “Fan reach”, described above, is not the only metric you may want to measure on your Facebook page. Here’s some other metrics to consider:
- Organic Reach. Organic reach refers to the number of people (both fans and non-fans) who have seen a specific post. Like “fan reach”, organic reach only includes views that are not the result of a friend’s action (such as a like, a share or a comment on your post).
- Viral Reach. Viral reach is the number of people (both fans and non-fans) who have seen a specific post as a result of a friend’s action (a like, a share or a comment on your post).
- Paid Reach. Paid reach is the number of people (both fans and non-fans) that you are reaching through paid advertisements such a promoted posts and sponsored stories.
- Total Reach. Total reach is the sum of all types of reach (fan, organic, viral and paid).
What do you think? Did you know that most of your fans don’t see your posts? Did you know the number of fans who see your posts is not really 16%?