So you carefully crafted a Facebook post to promote your new product or offer. You racked your brains to chose the right words, found a catchy caption and a perfect picture. Now it’s finally ready. Then you press enter and it’s out there.
Do you think your post will appear in the news feed of every person in your audience?
Unfortunately, it won’t. This is one of the things we learn from this great article written by the digital marketing guru Neil Patel.
Due to the overwhelming and ever-growing volume of content posted daily, Facebook’s algorithms are being programmed to limit the amount of posts shown on the users’ news feeds. Unlike in the early days of the website, today not all the people who liked your page are going to see your posts.
In other words, the reach of organic advertising on Facebook is set to decline more and more.
This is happening mainly for two reasons.
First of all, Facebook wants to keep the user experience as clean and as pleasant as possible. Indiscriminately showing large volumes of content on the news feed increases the chances that some content may not be relevant for the user, causing a negative experience. Of course this is not in the social networking website’s interest.
Second but not less important, Facebook’s interest is to gradually transition from free, organic advertising to paid advertising, namely Facebook Ads. The reason is quite obvious — Facebook ads represent a direct revenue stream for the website. The world’s most popular social networking website openly declared this intention, as reported in an article appeared on the website AdAge and quoted by Patel in its piece.
For all marketers out there that started worrying, luckily there’s also good news!
In fact, Neil Patel offers us 4 pieces of advice to increase our organic post reach and get it “back from the dead”, as the title of the article reads.
Some of these strategies take advantage of Facebook specific functions like Preferred audience targeting and the invite to like button. The former allows to target a segment of the audience more specifically and thus more effectively, while the latter is a direct engagement tool for your audience.
Other strategies are more related to content. Patel’s advice is to post more video content, because it’s by far the type of content that drives more engagement. In addition, the author talks about the importance of carefully selecting your posts, to make sure only the best quality content is published. In short, quality over quantity.
The 4 strategies are extensively explained in the article. We highly recommend you check it out at the link below.
By Andrea Ballini
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I really enjoyed your blog Thanks for sharing such an informative post.