Facebook Organic Reach Decline...an introduction
Facebook has been a powerful tool in many businesses marketing arsenal for a long time. For many years it has helped small to medium size businesses reach their audience at low or zero cost and allowed them significant returns for the time they put into posting.
Recently that has changed quite a bit. Many small business owners are in an uproar about the decline they have noticed in their organic reach, which has dramatically affected their revenue.
Why has Facebook organic reach declined?
Facebook updated its algorithm in January 2018. This algorithm change was meant to “allow people to stay connected and bring them closer together.” To do this news feeds now focus on content that is posted by friends and family rather than content from media and businesses.
What does this mean for your business?
Some businesses are now seeing an organic reach of just 2.7%. This means if 1000 people like your page only 27 of them will be seeing your posts!
With the high level of competition to get on to your audience’s newsfeed, it is likely your audience is seeing little, if none of your content. This may lead them to forget about your brand and have a detrimental effect on your business’s income.
How can you now reach your audience?
There are a few ways your company can try to ensure the damage caused by the change in algorithm is compensated for elsewhere.
Video is one of the best forms of content to use if you want to keep trying your organic reach. Facebook’s algorithm prioritises it over other types of content meaning you will get more time in front of your audience and have a higher chance of converting them into paying customers.
83% of businesses that use video marketing think it brings a good ROI. Videos can be simple to create but communicate powerful messages and are often a much better form of content for converting over images and text.
Facebook Ads have some of the most potent targeting of any online ad platform. This is a tool that can help you grow your audience and build brand awareness when you may feel like Facebook is trying to take it away. Ads ensure that you get in front of audiences that are interested in your products or services, while you may have to pay for them compared to a free organic viewer you will see a high ROI and find a wide range of new customers.
Using eye-catching design and optimised targeting you can once again be a prominent part of your audience’s newsfeed. That combined with great landing pages and a plan to nurture the leads you gain from ads means you can efficiently combat the loss in revenue the algorithm change has brought about. Check out our digital marketing page for more information.
Will Facebook still be relevant?
Even with all the bad press marketers have been giving Facebook since the algorithm change, it is still a useful tool for businesses if used correctly. By incorporating PPC ads, you can take advantage of Facebook’s powerful targeting options and reach a receptive audience that will convert. Video content is also a great way to ensure you keep in front of your loyal fans and help them become returning customers. All is not lost, Facebook should still be a part of your marketing strategy, and if utilised correctly it will bring you a great ROI.