6 Tactics to Win Against a Lower Organic Reach on Facebook

Your page likes or followers remain the same, but you no longer reach as many of them as you did in the past, right? The reason is obvious – algorithms change as does the business strategy of social media networks. Let me explain what I mean by that.

In 2018, Mark Zuckerberg announced that Facebook would reduce the organic reach of branded content and will focus more on “meaningful connections”. Facebook no longer aims to keep you on their feed as long as it can, but instead focuses on quality time. Thus, users should be much more in touch with their friends, communities and groups than they are part of and, most importantly, truly interested in when it comes to content.

What is the result of this change? A 34% decline in organic reach on average. But that wasn't  the first time we faced such a drop in organic reach.

Decline in Facebook Organic Reach Over Time

In other words, those who were building their community and follower base on Facebook in the “early days” of Facebook were able to leverage the opportunity to reach almost everyone for free. Today, it's totally different.

How To Get Something Out Of It

It looks like a huge problem, right? But what if you can use this to your advantage? Focus on great content, optimize according to the data that you get and leverage the latest Facebook formats and you may overcome your competitor pretty soon.

Play around with the newest post types, which may be preferred by Facebook, as soon as they rollout.

Let's finally jump into some of the key things to implement in order to increase the reach of your organic Facebook posts.

1. Focus on High-Quality & Engaging Content

By high-quality, I do not mean professional pictures or videos. What I mean is content that your audience wants! Study your target audience thoroughly before making any content plan. It will pay off, believe me.

There are many types of content that can be grouped according to their characteristics.

Types of Content

Do you sell houses and have a community that has been engaging with your content for some time? Make your posts personal. Bring your story or stories of your previous customers into it. Leverage the fact that people get inspired by others and are interested in reading breathtaking personal stories.

Is your business about repairing cars? Bring your authority in! Create practical content – be it articles or videos – that educates your audience and increases your brand awareness.

If you create something that matters to your audience, I guarantee you will not face such a drop in organic reach.

2. Be Good At Community Management

Let me point it out again: meaningful connections. The word meaningful has already been described above.. Let us speak about the connections now.

Managing a profile on any social media platform is not about having a constant monologue – simply posting one piece of content after another. It is rather about being conversational – having a dialogue with your audience.

Include questions and polls in your Facebook posts. Formats like this will help you start a conversation with your audience.

Facebook prefers certain signs of engagement over others. This includes positive feedback on your posts: comments with a positive sentiment, likes and shares. If someone shares your piece of content with friends on Messenger – boom! Good for you. Make sure you respond to those comments, open discussions and provide further knowledge. That's what a great community manager does. Social media is about being conversational – having a DIALOGUE with your audience.

3. Leverage Facebook Groups

Facebook tends to sideline business pages, we already know that. But what if you create a group – related to your page – and build your audience there? Groups tend to be much more practical and focus on a particular topic where everyone can add their point of view/ experience. 

📖 Read more about the different types of Facebook assets like Business Pages, Groups and Events.

4. Run Ads on Facebook

Of course, this is what Facebook wants us to do – invest in their platform. On the other hand, it really brings results. After your post gets published, you can invest some dollars into spreading it into your current fan base or to anyone who has engaged with your content in the past.

The great thing about ads is that you can reach an audience that has not been in touch with you previously. Thus, you can not only increase your reach, but also search for new customers who have no idea your business even exists.

Try out our app that helps you launch your first Facebook campaign within literally a few minutes.

5. Collaborate with Micro-Influencers

Bring someone in and leverage the synergy between your businesses. Micro-influencers offer a great opportunity to create a win-win partnership with someone who gathers your audience – potential customers – and allows you to increase your reach. Heepsy or InflueNex are amongst the tools that can help you find the right collaboration.

6. Analyze Users' Behaviour and Post at The Right Time

Timing is everything. If you pay attention to when your audience is online and ready to engage with you, you are much more likely to get a higher reach and engagement! If you already run a Facebook business page, you probably know where to look for this information.

Times When Fans Are Online

In our example, 11 A.M. is the best time to post content on our Facebook page. You can dig even deeper and see the times for particular days.

Besides timing, you might be interested in seeing what type of content gets a higher reach.

The Success of Different Post Types

Again, in our case, it is photos that generate the highest reach. Video, on the other hand, stumbles behind by almost 20%.

Last but not least, if you have competition that is really killing it, get inspired. Facebook gives you a tool to do this.

Pages to Watch

With these insights, you can see the posts of any of your competitors and see the engagement it generates. It is not always best to simply copy your competitors – your audience will notice – but a little piece of inspiration won't do any harm…


Key Takeaways

  • Don't give up after seeing your Facebook posts reach less people than before.
  • Try out different tactics and learn what works best for your business.
  • Focus on getting to know your audience and creating engaging content.
  • Be great at community management and communication with users.
  • Leverage preferred assets like Facebook groups.
  • Expand your reach with Facebook ads.
  • Collaborate with micro-influencers.
  • Choose the right times to post based on your audience’s behavior.

We have covered the current trendline in organic reach drop on Facebook, stated a few of the reasons and, most importantly, guided you through potential ways to showcase your content in front of the eyes of your audience. We would be happy, nonetheless, to get insights from you! How have you been handling the organic reach decline? What tactics have worked for you? Let us know! 👋

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.