2019 is oncoming.
It’s a welcome chance to gear up for increasing organic Facebook reach.
Your competitors may have some ambitious marketing traits in store for their business.
You should also promise to mark the next 12 months with a dominant kick.
It’s good if you’re in for hope to increase organic Facebook reach in 2019?
After all, with 2.23 billion monthly active users on Facebook, you should not afford to let your Facebook reach decline.
What does it take to achieve this goal? What are marketing trends in store for 2019?
Well, let me help you.
Things are changing so fast online. And Facebook is no exception. Every so often, it updates algorithm in the digital marketing sphere. Missing even a tidbit of such news is a great blunder.
One crucial tidbit has taken take place in the Facebook world. And it’s worth the attention for organic Facebook reach in 2019.
Explicitly, Facebook has jumped into changing the Organic Reach of pages on their platform.
And that has some implications for everyone.
What is Facebook Organic Reach?
According to Neil Patel,
Organic Reach on Facebook is simply a measurement of how many people can find you on Facebook for free.
While similar to organic rankings on a search engine, Facebook organic reach is centered on popularity, post frequency, and other contributing factors.
More and more content is being generated and shared. The News Feeds is curating the content you see. So, it’s natural that Facebook would need to fine-tune their system now and then.
To help cut through the clutter and keep a clear picture of the path ahead, I’m going to lay out five marketing trends to increase organic Facebook reach in 2019.
Video Content Production
According to Facebook’s own research, video content drives higher engagement and interaction when compared with other content types. Even if videos are created on a local level, it has the potential to increase organic reach by keeping eyes firmly glued to your page and promoting discussions as a result.
There is a range of underlying goals that contribute to driving video content. These goals are company culture, thought leadership, entertainment, testimonials, educational, product demos, company values, etc.
Customers who are ‘fully connected’ emotionally to a brand tend to spend twice as much on average compared to customers who identify as ‘highly satisfied’. Harvard Business Review.
Dove has shown the power of creating video content that is honest and authentic while tying these to their broader company values at the same time.
The Dove #ChooseBeautiful campaign was built around an emotional connection for just that reason.
Here is the video in which Dove gives women a choice to walk through a door marked “AVERAGE” and another door marked “BEAUTIFUL.”
In this video, Dove has tried to focus on the company’s desire for helping and empowering women.
Multiple techniques can be applied for creating compelling video content without breaking the bank. Facebook Live is one of them. It is a prime example of affordable and authentic video content.
Mark Zuckerberg himself reinforces the value of live video in his statement –
“Live videos often lead to discussion among viewers on Facebook—in fact, live videos on average get six times as many interactions as regular videos.”
You can use Facebook Live for the following reasons:
- To promote upcoming events
- To capture behind the scenes moments
- To convey valuable authenticity
- To humanize your brand informally.
- Finally, to increase organic reach on FB.
Besides, Facebook Live can also be used to convince potential customers to invest in products and services.
Quality Matters, Not Quantity
Remember that Facebook is changing to prioritize quality over quantity. Contrary to popular belief, posting more or less on Facebook does not equate to more reach – it’s rather as ludicrous as treating a ‘Like’ as a useful metric.
If you aim to post videos very frequently (especially with the new changes), you’re not much productive, instead making things worse for yourself.
And posting infrequently doesn’t favor either.
So, make a balance by doing a moderate amount of posting.
When you make posts as frequently as possible, it’s more likely that a post gets lost in your audience’s feed. In contrast, when fewer posts are made, it happens just the opposite, i.e. a post doesn’t get lost.
The truth is the Facebook Organic Reach does better with just a few, high-quality posts.
Focus on Natural Discussion
Do people comment on your posts? That’s a welcome sign if audiences have begun conversations by commenting on your posts. It indicates you’re working within Facebook News Feed algorithm.
Getting people talking is a challenge though.
To let the conversation going on, focus on asking stimulating questions as a starting point.
Here it’s essential to ensure that your content and the accompanying questions are unique and compelling.
Ultimately, while Facebook’s algorithm changes may feel like punishments initially, they are actually opportunities. SEMrush.
Avoid copycatting by not asking the same questions as everyone else. If you do, you can’t expect the audience to engage with you.
Tend to dig deeper and bring out new angles to your chosen topic and implement them. Make it a part of your social strategy to increase Facebook organic reach.
When you create a natural discussion about topics relating to your brand, you follow the right way to use the Facebook algorithm changes to your advantage
Facebook encourages pages to develop content that spurs discussion.
Facebook always motivates pages to create content that is crafted to spur discussion. But, this is only till content is creatively presented. Content that stirs controversy, heated debate, or shock should be avoided.
That’s why creating content that encourages meaningful interactions is useful.
Know the Audience’ Liking
A high-quality and relevant post starts with a more concerted effort. Such level of content isn’t just going to come from nowhere. It’s essential to know what your audiences are eyeing on.
Choose to create a post offering higher-quality content around your brand as a whole.
This especially means find topics that are meaningful and then generate something that’s both shareworthy and relevant.
Doing only small changes won’t serve the purpose. It will instead go a long way in improving the quality. To honestly know what “quality” means for your Page is to test it, and then start making changes.
One place you shouldn’t make any changes is simply by knowing which posts are right on Facebook, such as video.
Sharpie has done an excellent job of creating interesting video – a kind of video that generates views and shares throughout their audience.
Here’s a recent example of one of Sharpie’s videos:
Even if partnering with a celebrity isn’t possible, use a video to help boost your Organic Reach and increase engagement.
Facebook Audience Optimization
If you sit idle, you can’t hope for the best. So, do good and look for like.
Facebook audience optimization is a comprehensive tool for better organic Facebook reach.
You make a small margin of error in your content. Great! But, you can’t expect the best by just throwing up error-free content. The goal should be to drive as much interaction as possible from every single post.
Remember, selective posting has replaced the untargeted mass posting. This means target each post to a specific audience. And it’s possible whether or not you have sponsored your post.
Chances of driving engagement among people most likely to find it useful are increased through targeted posting.
Follow these step-by-step guides for the same.
- Log in to your Facebook Page
- Click on settings in the top right-hand corner of your dashboard screen.
- Select ‘General’ settings on the left-hand table
- Click ‘Edit’ to the right of the ‘Audience Optimization for Posts’ option.
- Select the checkbox to select a preferred audience
- Hit save changes.
Now, you’re able to use targeting feature of Facebook. When you compose a new post, you’ll have the option to filer your audience.
Facebook allows you to add as many as 16 interest tags to target users interested to align in your posts. You also enjoy the feature of restricting the visibility of your post based on your audience age, gender, and language.
If your audience is not within your parameter, the post won’t be visible to them.
The fact is Facebook Organic Reach is still alive.
However, it’s not the same as you’re used to. Facebook has changed, and will again change its game, but that doesn’t mean you can’t play it well.
You just have to ensure your strategies look different. In reality, Organic Reach is better than ever for your 2019 marketing strategy.
But in the New Year, you need to take a new approach to increase Facebook Organic Reach by maintaining and improving your social engagement.
You can do this by using images, blog posts, and especially finding the format suitable for your audience and creating videos to engage to the fullest.