It is no secret that Facebook has been decreasing the organic reach on brand pages steadily since mid to late 2013. The 1% engagement rate benchmark means that you have a 1 in 100 chance of seeing a piece of content. What does it mean for brands? Facebook, as now a public listed company, profit matters, and Facebook ads plays a major part, selling more ads = more income for Facebook. Weather you like it or not, Facebook has become a pay to play social network. But does that mean organic reach is dead? Not at all. Once you decipher the algorithm behind it, there are plenty of creative ways to maintain strong organic reach. Here are 3 tips from Wild Card to ensure performance levels stay strong.
Choose content types that resonate with your fans
It may seem basic but content quality matters. If you are not serving the relevant and appealing content to your fans, you will fail even with paid media support. It is essential to ensure your content contains the brand tone while offering content that matter to fans, make sure they are sharable and engaging. If you are a B2B brand, talk about case studies and industry related topics. After all, your target audience are mostly likely marketing mangers and directors and you want to impress them with your up to date industry knowledge and problem solving skills.
Pick the right content format
With the rise of video on social media and the launch of Facebook live, videos set to be the best content format for organic reach. Facebook values video content and 2017 is the year when Facebook takes on Youtube in the online video war in a big way. Facebook has the ability adjust its algorithm to give video content a higher organic reach over other post formats. Still images are another great source for organic reach, infographic and illustration were kings until video took over their spot. Avoid text only post or link only post, Facebook is not a fan of these types of contents and will automatically decrease the organic reach.
Engage with your fans
Facebook is not a broadcasting tool, as it is a social network after all. Facebook encourages brands to engage with their fans to create two way conversations. Engaging with fans offers them a real connection with brand, this would also lead to further reach on Facebook, potentially delivering branded content to Facebook users who might not necessary be your fans. Some brands even use Facebook as a customer service tool. With the acquisition of Whatsapp in 2016, there is a strong chance Facebook could integrate some of the Whatsapp function in the near future.