How to Increase Your Organic Reach on Facebook


Written by Kunal Sharma

November 7, 2019

You might’ve heard that Facebook changed its algorithm in 2018 to show more posts from your friends and family instead of businesses. As a result, organic results for businesses have dropped fairly significantly. So how can you work around the recent change?

Create engaging content

Let’s get the obvious out of the way. You won’t be getting any engagements or views if your content is boring and forgettable, so you need to make sure that your message, images, videos, and headline all come together to make a captivating piece of content.

Just take a look at Slack’s content here. You‘ve probably heard of Slack before, but assuming you didn’t, I’m going to guess that you would stop to take a look at this regardless of whether you’re interested in a communications service. It brings a blend of humor and creativity to create an eye-grabbing post, which ends up helping them with user engagement.

Use Facebook as a publishing platform

Like I mentioned earlier, Facebook changed it’s algorithm some time last year, and because of that traffic to your page and engagement has gone down a good amount.

How do you work around this? Hubspot found that their content was engaging more users when Facebook was used specifically as a publishing platform. What does that mean? They used Facebook to publish content and content only. No links, no sales-y pitches, nothing of the sort.

You might be thinking, “how am I going to get these visitors to visit my website?” Here’s the thing, that shouldn’t be your goal anymore. Brand awareness is the only thing that Facebook should be used for now. And while your fans may not be visiting your website, your content and brand are still being viewed, so when the time comes for a follower/fan to make a purchase, they’ll certainly remember you.

Create content that is always relevant

You don’t want your content to become dated and irrelevant if your aim is to keep users engaged. According to Neil Patel, content that stays relevant for more than a few hours are known as “evergreen” content. This type of content provides value even after a few hours of being posted.

This image is taken directly off of Patel’s website, but note that this post was showing up over 18 hours after it was posted. That’s an insanely long time when it comes to organic views. It just goes to show you how.

You don’t want your content to become dated and irrelevant if your aim is to keep users engaged.

Post when competitors aren’t posting

This might come as a surprise to you, but you don’t want to be posting your content at peak traffic times. Why is that? Because that’s what everyone else is doing! Your content is going to be lost in the sea of content that’s posted during these peak times.

Now this doesn’t mean that you should be posting during times that none of your followers are online. You should still be scheduling your posts during times that a good amount of your followers are online. Piggybacking off of the evergreen comments above, high enough engagement will ensure that your content lasts in view for a few hours, which may in turn give you higher engagement levels than normal.

Post regularly

If there was only one thing that you could take away from this whole article, posting regularly at scheduled times should be at the top of your list. By posting regularly, you’ll be ensuring that your followers are constantly in view of your content. Assuming they see your content on a regular basis, they are sure to remember your brand and your offerings.

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