Here Is Why Your Facebook Posts Get a Lower Organic Reach

Weird. 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”. What is a meaningful connection you may wonder… 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 hasn't been the first time we faced such a drop in organic reach...

 Facebook 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 leveraged the opportunity to reach almost everyone for free. Today it's totally different.


This strategy applies for more platforms, of course. Instagram (being owned by Facebook) follow the same rules. So do the others… And it makes (economically) completely sense for them.

How to get 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… Not everyone is able to follow the trend and change the processes accordingly.


Here are some tips to follow to increase your reach:

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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 more types of content according to its characteristics:


Types of Content
Types of Content

Do you sell houses and have a community that had 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 for 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 (quality content). Let us speak about the connections now.


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


Facebook prefers certain signs of engagement over others. This is 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. Is this a type of meaningful connection? Facebook thinks so. Is this a place for you to reach out to people you are no longer reaching with the content that is published on your page? Absolutely! 


If you're new to Facebook groups and don't see the difference between a business page and a group, check out this article where we cover the differences between all Facebook asset formats.

4. Run ads on Facebook

Of course, this is what Facebook wants us to do – invest in their platform. On the other hand, it still brings results. After your post gets published, you can invest some dollars into spreading it into your current fan base or anyone who 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 (marketers call it the top funnel). Thus, you can not only increase your reach, but also search for new customers that had no idea your business even exists.


If you're not sure where to begin, make sure to check our series of webinars where we cover topics like how you can target your desired audience, how the auction works (how you pay for ads) or how to measure and analyse your efforts.

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. Analyse & post on 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 even dig 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 it:

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…


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 worked for you? Let us know at marek@groost.com

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Best Social Media Scheduling Tools You Want to Use in 2020

Being active on social networks pays off in the long run. Customers expect you to be active. It is a sign that your business is performing well so they can rely on your services and products.


If you think about accurate presence in digital space, it often counts number of social media profiles. I think you would agree that communicating and publishing content on social media can be a bit time consuming…or a lot.


This activity is very important, but can be done automatically. The right tools will help you publish posts in just a few clicks. Moreover, at the right time, because within each social network there are different and more effective times in which to contribute to different target groups.


There are hundreds of tools available on the market that offer different features in different price ranges. This article is a selection of several proven applications to help you.

Buffer

A well-known and easy to use tool for scheduling your social media posts. This should be your starting point for these kinds of apps. Buffer allows you to connect all major accounts and it’s manageable from your smartphone.

Free plan: 3 social accounts, 10 scheduled posts, 1 user.

Pricing: from $15/ month

Kontentino

When it comes to scheduling posts and getting permission to publish, Kontentino is the tool you need.

Free plan: NO

Pricing: from $54/month


Hootsuite

An all-in one marketing platform. It offers auto-scheduling so Hootsuite automatically picks the right time to post. It even supports the import of hundreds of social media posts at once, in CSV format. With an easy-to-use mobile app, you can manage your content and scheduling on the go.

Free plan: 3 social accounts, 30 scheduled posts, 1 user

Pricing: from $19/month

Planoly

If you are focused on Instagram, Planoly should be in your choice. This mobile app will allow you to visually plan your feed, schedule posts and even add stories. You can reply to your comments directly from Planoly and analyze all data.

CoSchedule — Editorial Calendar

With CoSchedule you can organize your blog and social media content in one place. Editorial calendar in CoSchedule has a great UI, where you can plan posts by drag and drop.

Sked Social

The former Schedugram is now Sked and is a tool for scheduling and automated adding Instagram Stories. In addition to scheduling Stories, Sked also offers Visual Planning, so you can view the wall and see what it looks like without having to add individual posts.

Free plan: NO

Pricing: from $25/month

Postify

The biggest advantage of Postify is that it is free. Only when you need to connect 15 accounts or more do you have to pay $9.99 per month. Although, Postify is not the most visually app-friendly application, it does its job and this makes it a very good tool.

Free plan: Yes

Pricing: from $9.99/month

Later

Probably the best Instagram automation tool. It also offers the ability to publish to other platforms, but focuses on Instagram the most. It offers a mobile app that captures all setup and publishing.

Free plan: 1 account per platform, 30 scheduled posts, 1 user.

Pricing: from $9/month


Scheduling for Facebook

Even Facebook itself offers a feature to schedule your posts. Just create a post in Publishing Tools, select Schedule and pick a date. It is that easy. There's only a small problem, because it doesn't allow you to publish a post into multiple social media profiles. But still, scheduling multiple posts, as opposed to one per day, can still be an excellent time-saver.

Free plan: unlimited

TweetDeck

If you are focused on Twitter, TweetDeck could help you with scheduling your posts. It is an app directly from Twitter. It has some basic features, but it is easy to use.

Free plan: unlimited

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Why is Affiliate Marketing Effective for Small Business Owners

Is affiliate marketing effective for small businesses? Can this channel help your business get more customers and earn more money? The short answer is yes. The long answer is thoroughly described below, with all the details and explanations you need to successfully jump into leveraging affiliate marketing for your brand or product.

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How to Define The Optimal Budget for Your Marketing Campaign

All small businesses need a good marketing plan to help it reach its targets and aspirations. With every marketing plan comes a marketing budget. You can say they go hand in hand. Creating the optimal marketing budget will ensure you spend the right amount of money in the right places to achieve your marketing goals. Creating a marketing budget used to involve a lot of trial and error which can lead to unnecessary expenses and ineffectiveness. But nowadays with everything becoming easier thanks to the amount of information available on the internet, so is creating the optimal marketing budget, everyone can do it.

Small business owners are finding new ways and techniques to plan out their strategies and design successful marketing budgets. It all comes down to how much are you willing to spend to acquire new customers and increase your brand awareness.

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How to Market Real Estate on Social Media

One of the main problems of real estate agents, is getting listings. To make it work, you shouldn’t just focus on your website. Social media and the online world, overall, could be a marvelous extension of the brand you present yourself as offline. If you take advantage of its options, you’ll reach more people, build trust and most importantly - sell.


Here are a few things you should know about social media marketing for real estate. 


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All You Need to Know About Facebook Asset Formats

Have you been wondering which format is the best to use for promoting your business news on Facebook? This article will briefly explain the difference between the main Facebook formats and what to use each of them for. You will find out how to create them, as well as, handy info to stay relevant and entertaining for your customers.

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3 Steps to Start Advertising on Facebook

Facebook is the biggest social media platform in the world with over 2.4 billion monthly active users and still increasing every year. As more and more people and companies adopt online advertising it is easy to see why social media has become a key tool to help different businesses grow and reach new potential clients. It is impossible for up and coming businesses to ignore the importance of Facebook in this day and age. With a variety of different types of ads at your disposal from pictures to videos and many more which will help you reach new people and increase your online presence. The fact is being on Facebook can make your life much easier when it comes to online advertising. You just need to setup the right marketing plan and with the help of Facebook start growing your business.

So, if you are interested in advertising your business online. Follow these 3 steps to start advertising on Facebook.

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