- Posted by wainscot
- On April 2, 2014
If you run a Facebook Page for your local business, then by now you probably know that not all of the people who have liked your page will see your posts in their newsfeed.
In a blog post less than two months ago, we told you that the often-quoted “16%” reach of Facebook pages isn’t quite accurate- that number could be as low as 2% or as high as 47%.
One thing that’s clear is that the number of people that see your Facebook posts organically- that is, without you paying for a Facebook ad of some sort- is going down, and fast. A chart on Statista showed that the average reach of all brand pages declined by almost half in just four months- from around 12% in October 2013 to 6.2%. In the same time period, pages with more than 500,000 likes saw their reach decrease from around 4% to 2.1%.
So what’s going on here? Why are fewer people seeing your posts organically?
One obvious reason is that Facebook is a business. They want to make money. The more people that have to pay to advertise posts, the more money they make. So is it as simple as Facebook making free posts less attractive to strong arm you into paying more often?
There seems to be more to the story.
More and more brands are on Facebook- just under a month ago, Marketing Land said that 18 million brands were on Facebook, and with 1 million signing up each month, that number is likely closer to 19 million by now. Ad Age says that the number of pages users liked increased from an average of 4.5 to 40 from 2009 to 2013.
In December, Facebook said that there are an average of 1500 stories that could show up in a user’s newsfeed each day (though I expect this number will only increase as users Like more Pages). I certainly don’t want to scroll through 1500 posts to find the ones I’m most interested in- do you?
As the volume of content on Facebook goes up, the competition for real estate on the newsfeed gets tougher, and while the number of people your posts reach organically probably won’t hit 0%, it is expected to decrease to as low as 1%.
Okay, so now you get what’s going on, you’re probably wondering- what can you do to make sure your posts show up in your fans’ newsfeeds?
When people interact with your posts, their friends are more likely to see it in their newsfeed, so the most important thing is to make your posts engaging. Try asking a question and encourage people to respond in the comments, and be sure to use plenty of images– Buffer App found that photos accounted for 93% of the most engaging posts on Facebook.
Don’t forget to post frequently– while you don’t want to annoy people with over-the-top updates, posting twice a day will get you twice the chance of appearing in someone’s newsfeed as only posting once per day.
Lastly- and you might not want to hear this- it might be worth investing in Facebook ads. How far your dollar will go depends on many factors, but spending as little as $0.25 could help you reach 1,000 people.
Remember, though, that a while a large presence on Facebook is important, that’s not the end goal. Last month, we wrote a blog post about why- and how- you need to get your Facebook fans to sign up for your email list.
Facebook lets you see a list of the most recent 250 people that have liked your page- not every single person- so you have no way of contacting them all. In addition, Facebook is constantly rolling out new changes that can impact your business overnight. Instead, you want to drive traffic from Facebook to YOUR local business’s website or blog and from there, encourage them to sign up to receive your emails. The Direct Marketing Association says that opt-in email marketing can offer an ROI of $40 per $1 spent, making it a smart investment.
If you want to learn more about email marketing, check out our ebook below!