The volume of posts on Facebook is insane, which makes it harder to compete for organic reach. Are you struggling to increase spread to your target audience? Here are six simple guidelines that will increase your organic reach on Facebook for free.

 

According to Facebook the average user is exposed to (+-) 1500 posts a day if their newsfeed were not filtered. After Facebook’s filtering algorithms have done its job, the average person is served about 300 posts a day. This of course represent a huge challenge to increase your organic reach on Facebook.

Facebook imageFacebook’s algorithms favour posts from close friends as page posts have lower priority. But, there are some actions you can take to improve your organic reach.

You can find details about your organic vs. paid reach under “insights” on your page. You can look for specific data sets by selecting the post tab options, where you will see a drop down menu and can select the insights you want.

 

1. How Relevancy Score affect organic reach on Facebook

If you are managing a Facebook page for your company, you may experience that your organic reach has declined, which drives many people to think; is it a waste of time to collect page likes? “Likes” are still valuable, but only a small percentage of your fans will receive your message unless your post gets a high relevancy score, which depends on the level of engagement you receive (clicks, likes, shares and comments).

You can check the relevance score via adverts manager if you boost or promote your content. Choose the post and then choose “adverts in this campaign” to retrieve more data. A high score between 7-10 will make your post more visible for your followers. The relevancy score is computed by the amount of engagement minus the negative engagement (people hiding the post or reporting it as spam).

How do you get a high score? You can start by posting high quality posts that are interesting to your target audience. Using quality images, videos and popular topics or even humour, which will increase your score.

Be clear on facebook policies, since there are limitations to what you can and cannot promote. The main idea is knowing what your audience will want to read or see, and once you’ve established this (from various testing processes and data analysis), you should revisit your content strategy and develop material according to your data. This method should really start to increase your relevancy score.

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2. Can Organic Post Targeting help drive organic reach on Facebook?

You can target a specific audience with your content and increase the relevancy score too. You can focus your post and content towards a separate group of fans that is more likely to engage in your post. You can also try different custom audiences, which means if you should choose to remarket your content, you can avoid showing it to the same people. This is a great way to test the level of interest.

Targeting your post helps Facebook put limitations on showcasing your articles to fans that are unlikely to engage. This will increase the relevancy score which will lead to a higher organic reach.

You can base your targeting on; gender, educational status, location, relationship status, age, languages and interests. You have almost all the same targeting options as you would with paid promotions.

3. Long Lasting Content

Some content can be timeless, while other content may only be relevant for a few hours. If you post long lasting, funny or useful content -you might see that it gets good organic reach months after it was published. This is because when people like, comment and share your post it will reach new viewers, who might engage in your post again.

You may have experienced that a post you saw months ago, reappears in your newsfeed because one of your friends made a comment. Posting content that drives engagement is crucial to get reach on Social Networks, this is what this example shows us.

When you plan your Facebook posts you should always try to make content that has a long lifespan. The more people engage with your posts a longer lifespan it will have, which essentially means a bigger organic reach.

 

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4. Share Content Your Target Audience Will Enjoy

Our research shows us that our target audience favours videos, blog articles and download links. We’ve stopped posting singular texts or pictures without an actual story to follow it up because these kinds of posts are not interesting for our target audience. Different approaches are needed for different target audiences therefore you have to do some serious testing to understand your demographic.

Again you can turn to Facebook insights and check how different content have worked for you. If your fans have engaged in your pictures you should continue posting them while testing different other formats and track their performances.

For us it’s very important to collect email addresses, as it turns out that it is even more effective for conversions is our newsletter. The download links are more effective, Call to action on blog post follow and video are the least effective post type.

Also, remember that you don’t have to produce all your content by yourself. If you come across interesting content on other Facebook pages or on the net – share it! Sharing is caring and your fans don’t mind who produces the content as long as it is interesting to them. In the long run sharing content produced by others may help you build your fan base, and it will increase your organic reach too.

5. Perfecting the Posting Process to grow organic reach on Facebook

Depending on your target audience you need to figure out when it is the perfect time to share your content to grow your organic reach on Facebook. Our research indicates that posting between 13:00pm-15:00pm is perfect for our audience, but this may be completely different for your target audience.

Posting when the competing content is low, will increase you chances to make the newsfeed of your target audience. Of course, effectiveness of this approach highly depends on your target audience being online. You can find out when your audience is online in your Facebook insight.

Based on your target audience you may guess when is the perfect time to share a post. The more precise approach is to test it out by posting similar content at different times and compare the organic reach. Be aware, the quality of the content is more important than timing, so a good post may get better reach even if timing is bad.

For example, if you’re a costume designer and want to post a story about an incredibly funny and cute Elf, it doesn’t necessarily mean you should wait for Christmas to do it, especially if the Elf story has viral potential and can bring interest to your brand or business. You should be figuring out, when during the day you think this kind of content will be well received by your audience. 

When you’ve discovered the perfect time for posting your content, we recommend you schedule your posts by using power editor or one of many brilliant Social Media Management tools that are available to you on the market.

6. The Right Frequency

You must also consider what the perfect frequency for sharing your content to grow organic reach on Facebook will be. This again depends on your target audience, but our general recommendation is twice a day if you have enough content to share. We would recommend fewer posts with higher quality content.

Plus, over sharing can lead to loss of likes, people will get bored if all you do is push content that has no real purpose or relevance. But, if your content is brilliant then your fans will not mind a few posts a day, and be aware that on average you will only reach 7% of your fans organically. That means that on average only every 14.th post will hit your fans newsfeed, unless you promote it.

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