Guide to Facebook Reach: What Marketers Need to Know

social media how toHave you seen a drop in your Facebook performance?

Do you want more fans to see your Facebook updates?

If so, you need to understand Facebook reach.

In this article, you’ll find out what Facebook reach is, why some pages have more visibility than others and how to improve your own Facebook page reach.

What Is Facebook Reach?

Facebook is always rolling out new features in an effort to give users a more seamless and useful experience. Unfortunately, that doesn’t always work in your favor when it comes to reaching as many people as possible with your page content.

Facebook reach is the number of unique people who saw your content. It affects every other metric you can track: engagement, likes, comments, clicks and negative feedback. And that’s not all. There are different kinds of reach: post, page, organic, viral and paid. Everything on Facebook boils down to reach.

combined reach reach

Total Reach on Facebook.

Post reach and page reach, for example, are different and have different weight. Post reach is the number of people who saw a specific post in their news feed. Page reach is the number of people who saw any of your post content during a given period of time (daily, weekly or monthly).

These two reach metrics can be deceiving or confusing. If you don’t post very often, you may have a very high post reach, but a low page reach. If you post often (e.g., five times a day or more) you may have a low post reach, but a pretty high page reach.

Which one should you focus on? Ask yourself whether you want to have individual posts seen by the most fans or make sure your brand gets in front of your fans on a regular basis. Your answer determines which form of reach—post or page—is more important to you.

Post and page reach both have three main subcategories: organic, viral and paid reach.

Organic reach is the reach Facebook gives you for free. It happens in the news feed when your fans see your updates. There are other possibilities, such as random users visiting your page, but these are insignificant compared to news feed views by fans.

Viral reach consists of the people who see your content because someone else created a story about it. For example, if a fan likes, comments or shares your post, their friends will see your post even if they aren’t fans of your page. The same is true if you’ve paid to reach larger audiences who may or may not already be your fans. If one of those targeted people creates a story, their friends will see it as well. Both are viral reach.

A quick note about viral reach: When you export your Insights data to an Excel spreadsheet, viral reach data is still included when you select the old Insights format. However, viral reach is a subsection of organic reach in the new version of Insights, which was rolled out in 2013. Expect to see viral reach metrics totally disappear from your Insights and the Facebook API soon. Facebook has decided to go for simplicity rather than detail.

Paid reach is a subset of post reach and is pretty easy to track and report. You paid for it, so you know where it came from. If you pay to promote your posts, your post reach is going to be much bigger than your standard organic reach (because you’ve paid to reach more of your fans).

organic and paid reach

You can find paid reach metrics under the Post Reach area in Facebook Insights.

What’s the Best Way to Measure Facebook Reach?

Until recently, it’s been common to benchmark your overall Facebook reach against your total fans (even I was doing this). Many social media marketers checked the number of people reached for a given post, and then compared it to their total number fans and calculated a percentage of how many fans they reached. That’s no longer the best way to look at it.

Facebook’s new Insights gives you access to the number of fans who are online at any given point in time. A Facebook page post lifespan rarely exceeds 2 to 3 hours.

Given that, we should benchmark against the total number of fans who were on Facebook at that time.

For example, in the graph below I can see that most of my fans are logged into Facebook around 3:00pm. If I post at that time, about 3,500 of my 9,500 fans should be logged in.

fans online

Use the When Your Fans Are Online option to find out when most of your fans are logged into Facebook, then post at that time and use that reach as your benchmark.

If the post reaches 600 people, I shouldn’t look at it as 6.3% of my page’s fans (600 people out of 9,500), but rather 17% of the fans (600 out of 3,500) who were online and reachable when I posted it. This is important when you’re explaining page performance to a boss or client. These are the results your hard work is producing!

How Hard Is It to Get Good Reach?

In December 2013, people started reporting a big drop in organic reach for the pages they were managing. The drop in organic reach varied—some saw a large drop, some saw a small drop and others saw no change.

A post from AdAge revealed a “leaked” deck from Facebook stating that pages should expect their reach to continue decreasing and be ready to pay for visibility in the news feed. The social media ecosystem and blogosphere were outraged.

Not a single day in December passed without a new blog post on the subject. Some were condemning Facebook for contriving sneaky new ways to steal their money. Others were defending Facebook’s efforts to improve the quality of content distributed in the news feed.

On December 20, I looked at the average data of more than 6,000 pages of various sizes and industries. The data shows a constant decline over the previous six months, but no noticeable drop in December (when people started reporting the issue). However, I did discover an interesting trend.

Pages with high post engagement were the least affected (if at all). Pages with a high engagement rate along with a high negative feedback score (i.e., users hide your posts or report them as spam) were more affected. Finally, pages with a very low engagement rate were affected most.

The average monthly organic reach declined from 73% to 55% of fan base (orange graph). Notice there’s no significant drop in December for the average. However, that average decline has not affected every page.

The black graph represents the evolution of a nonprofit page I manage and its monthly organic reach has increased during the same period. That page has very high post engagement and very low negative feedback.

page reach

Working to increase post engagement may help you reach more fans in the news feed.

The type of content a page published also had an impact. Photo posts had the most negative effect, so if you post a lot of photos and have a low engagement rate, you’re probably suffering more than the average page.

Do Other Social Networks Offer Better Reach?

When the Facebook reach issue was ignited in December, many social marketers branded Facebook as a fraud and advised that it was time to move on to other social networks, Google+ being the lead contender. That emotional reaction was inherently wrong on all levels.

The most important flaw in that plan is that other social networks don’t provide any kind of reach metric. Only Facebook provides that data. When the other networks do provide analytics, they’re nothing close to the breadth of information Facebook gives page owners.

Most social marketers were upset about the pay-to-play aspect of Facebook’s new reach algorithm. They blamed it on Facebook being a publicly traded company and accused it of only being out for money.

Consider this: Do you think Google is acting as a nonprofit with no interest in monetizing you and your data? Google’s changes to its search algorithm (e.g., Panda, Penguin and Hummingbird) have been far more damaging to online businesses than Facebook’s reach tweaks. When a business’s free SEO ranking goes dark, in many cases they pay for AdWords to stay in front of their audience.

Facebook has one of the best targeting options for businesses. For some of us, leaving Facebook to rely solely upon Google AdWord’s targeting capabilities would be business suicide.

istock social media

Don’t automatically discount Facebook from your social media mix. Image source: iStockPhoto.com.

Overall, Facebook, Google+, Instagram and Twitter are different and complementary, not opposing alternatives to each other. Look at Facebook as a component of your strategy, not the whole thing.

If most of your audience is on Pinterest or Google+, focus more energy there, but why leave the place where the people you need to reach are spending all of their time?

Does Paying for Facebook Reach Give a Good Return on Investment?

For some, paying Facebook for exposure will become a necessity. Is this such a bad thing? Should you be concerned about the need to pay to increase your content visibility? Not necessarily.

Of course, some content doesn’t deserve to be paid for and some does. Paying to promote the right content in order to reach more people in your target audience (fans or not), can lead to a lot of conversions.

First, make a distinction between casual content and business-worthy content. Photos from your latest speaking gig, videos of fun things you do at the office and quick news updates about your niche are all relevant and good, but should you pay to get more exposure for them? Nah. Those posts don’t impact your bottom line.

casual post

When you post about fun stuff you do at the office, it’s not about reaching a big number of your fans.

But if you’re announcing a new product, new features, an ebook or webinar or other content you’ve spent hours on, isn’t it worth it to pay $30 or $50 to make sure your hard work is seen by 9,000 people instead of 1,000? Yes! Your time and specialized content are worth it. Why waste those efforts to save $30 or $50? That’s nonsense.

If you’re sharing the type of content you can track for short-term ROI (e.g., leads or revenue), isn’t it worth it to pay $100 or $150 to generate 300 or 400 hot qualified leads or 10 new subscribers with a lifetime value of $400? You bet! Actually, for this kind of content, I haven’t found a more affordable way to generate ROI with PPC, and I’ve tried a LOT of options.

business post

When posting about a new product or feature that can generate new customers, it’s worth it to pay for more reach.

In the example below, the cost to acquire a new customer via sponsored posts was between $20 and $30, which is around 10% of our average revenue per customer. Pretty good return on investment as far as I’m concerned.

ads reporting

Paying for extended reach can result in higher ROI.

What Are the Best Tactics to Sustain Facebook Reach?

If you want to make the most of Facebook reach this year, I have a few ideas on how to do that. Posting relevant curated content or reposting your own evergreen content are great ways to encourage engagement (which translates to reach), especially when you post when your fans are on Facebook.

Posting more often and at different times of day are your best tactics to increase your overall reach and brand awareness. Pages that post at least three times a day get very high page reach metrics and much more brand awareness than pages that only post once a day or fewer.

In the example below, the page on the left has a pretty high post reach (24% of fans are reached for each post!). The page on the right has a much lower post reach. However, the page on the right posts several times a day while the one on the left only posts once a day. The overall page reach is much higher for the one on the right (93% of fans reached on a monthly basis versus 53%). Neither of these pages are using paid reach; it’s all organic.

reach comparison

Posting frequency affects your post and page reach.

Creating consistently great content is hard. If you’re relying on great content produced in-house to nurture your Facebook page, you need to change your approach.

Curation is the cheapest and most effective way to produce more high-quality, shareable content. There are plenty of experts in your industry, and they all invest a ton of time crafting great content. Have the right curation tools in place to help you spot content quickly and share the best of it on your page. Remember, the goal here is brand awareness. You’ll get that by sharing high-quality content for your audience to see.

Other types of content you can share are events like attending or speaking at a conference or even appearing on a TV or radio show. This kind of post takes less than five minutes to do—you just need to add them into your daily routine.

life post

Sharing your special events gets your brand in front of fans and keeps them in the loop.

Sharing content doesn’t have to be a “go big or go home” scenario. Sharing quick nuggets of content along with your in-depth blog articles mixes things up and keeps it interesting.

Post a fun fact or an expert opinion or question about the latest news in your industry. When you find an interesting article that’s relevant to your niche, just hit Share and add a small introduction. This kind of content is super-easy to create and sustains brand awareness.

report post

Share interesting content relevant to your fans for more engagement and reach.

Don’t forget your evergreen content! Once a week, plan to reshare your best and most costly pieces of content to get them in front of new fans.

Jon Loomer does this a lot and it’s one of his tricks that allows him to post 2 or 3 times daily. Here’s a post on Jon Loomer’s Facebook page published on February 9 about a blog post originally published on November 18. It’s still getting likes, shares and clicks!

evergreen post

Don’t waste your evergreen content; it deserves to be shared again and again.

While it can be frustrating when Facebook changes the rules of the game, you can still use the network to your advantage. Understanding how reach affects all reported data, choosing content wisely and paying to promote posts that can result in conversions can put you ahead in the end.

Compare your reach performance against the average and use the tips here to help you get better results.

What do you think? Have you noticed a dip in your Facebook reach? Do you have any tips to keep your posts front and center in the news feed? Let us know in the comments.

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About the Author, Emeric Ernoult

Emeric is the founder of AgoraPulse, an all-in-one Facebook Page management software offering custom Facebook applications, contests, statistics, Timeline moderation and fan ranking to SMBs and agencies. Other posts by »




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  • Lenny

    Thanks for this Emeric. You were probably pushing the publish button while I hit search for the latest reach tips:) Very insightful!

  • http://cindyking.biz/ Cindy King

    It sounds like the timing was perfect. Glad you liked the article, Lenny!

  • http://www.places4students.com/ Places4Students

    Amazing post. Any idea why Facebook keeps changing their algorithms though? It’s difficult to keep up-to-date with all of these changes, and when you look at historic insight data it’s somewhat confusing as different time periods fall into different algorithm methods.

  • http://briancarteryeah.com/ briancarter

    Grrreat post. I would avoid focusing too much on reach though until Facebook makes it more accurate. They told us that their reach numbers and engaged users numbers were inaccurate and were targeted to be fixed by end of Q2 or Q3 2014. Also, note that when a user sees a post via paid, it is no longer reported as organic, even if they saw it organically before. So organic reach is undercounted and inaccurate. I would go with impressions for now instead.

  • Emeric

    You’re welcome @elramirez:disqus, happy it helped :-)

  • Emeric

    Hey @Places4Students:disqus, I’m afraid it will keep changing over and over again! Look at what Google has been doing with its search algorithm for the last 10 years… This is the pace of the web, we have no other choice than keep adapting to it. But if we stick with the basics, whether for SEO or Social Media (great content, be responsive, be helpful and provide great solutions to real problems), we’ll be fine!

  • Emeric

    Goog point @briancarter:disqus! I think @jonloomer pointed that earlier (the organic reach not being accounted for when the person was also reached with a paid campaign).
    I agree that reach is not 100% accurate, but as it is such a prominent metric (it is displayed under each post on the page itself), admins will have a hard time just ignoring it.
    And as inaccurate as it may be, it can still serve as a benchmark to compare posts against one another.
    I’m so happy to see you in San Diego this month :-)

  • SmileyGal

    Great article thanks. My concern about posting 2-3 times a day is that if a page’s content isn’t receiving any engagement it will lower effect their reach i.e potentially less people will see their future posts as a result.
    For brands posting with a link to their website or some sort of purpose or conversion this is suitable as the results in the post driving traffic or a particular action. For some pages (such as brands that aren’t selling on-line or obtaining leads for example) this type of posting strategy could make their reach worse. Got any ideas for those type of pages?

  • marktennant

    Aces Emeric…might be the best thing I’ve read in a while.

  • Emeric

    Good point. however, my experience is that the people online at 10AM are not the same as the ones online at 2PM. So the chances of have lower engagement because of that is unlikely. Also, if you have low engagement on one post per day, having the same low engagement on 2 or 3 posts per dya is not gonna do any harm. But low engagement usually means we need to try new content ideas. It’s hard to nail it, I know!

  • Emeric

    Thanks @marktennant:disqus, I appreciate :-)

  • Emeric

    You’re welcome! Happy you liked it.

  • FrancesCaballo

    This is one of the best articles I’ve seen on this topic. It seems as though the only choice for Brands is to work really hard to reach their fans’ news feeds — and that’s what they should be doing anyway, right? Thanks for the article.

  • Chris Picanzo

    Awesome post Emeric! Very detailed and informative. It will help even the seasoned social media page owners! Shared it with my community, Thanks!

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  • Patrick

    Terrific Article! Educational, Helpful!

  • http://www.antoniocalero.com/ Antonio Calero

    Excellent article Emeric, I am going to print it and attach it to some people’s mirrors, so they will see it first thing every morning. It really upsets me when people blame on Facebook for their marketing failures rather than trying to understand the rules of the game. It’s like blaming a TV channel for a commercial that sucks and thus does not give you results…

  • http://www.antoniocalero.com/ Antonio Calero

    As Emeric suggests, posting more often usually increase your Reach since people do connect at different times. However, if you were able to identify segments of your audience, you could also try targeted posts that will be received only by that segment. This may reduce your post reach (since you are aiming at less people) but if your targeting is correct quite probably you’ll get higher engagement, which in return will translate into higher viral Reach.

  • AmandahBlackwell

    I’ve noticed an increase in reaches because I’ve been paying attention to when the community is online and what they like. Posting the right image helps.

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Great post Emeric! Thank you for giving us a better understanding of how Facebook reach works; super helpful info for maximizing our presence on Facebook!

  • http://NetHowTos.com Debbie Rein

    A very useful article indeed. Thanks very much for sharing the information.
    My greatest issue currently, is launching new pages, and how to get posts from these pages with low numbers of fans seen.

  • David Cheng

    Solid post. I think it has also do with audience. A good barometer is look at the social shares on this post. 1.2K tweets vs. 1K FB shares; LinkedIn, G+ are not as relevant. It may mean that your audience is engaging you on different platforms. As for curation, I’d recommend you check out ShareBloc, which is like a Reddit for professionals.

  • http://www.DevaniFreeman.com/ Devani Freeman

    Great post, thanks for the info!

  • Emeric

    Good point @AntonioCalero:disqus!

  • Emeric

    You’re absolutely right @FrancesCaballo:disqus. And this is true for all types on online marketing initiatives. You have no idea how hard we work to increased our organic reach through SEO. Probably 10 times harder than what what we do on Facebook. Nothing is free, nothing is easy. But it pays off in the long run.

  • Emeric

    Thanks @chrispicanzo:disqus! I appreciate your sharing this with your community!

  • Emeric

    Thanks Patrick. Heartwarming feedback :-)

  • Emeric

    @AntonioCalero:disqus, I don’t want to know on who’s mirror you’re going to pin this one ;-)

  • Emeric

    Thanks @JohnLeeDumas:disqus! Happy this helped.

  • Emeric

    Thanks @debbie_rein:disqus! Starting a new page is like starting anything new from scratch. It’s scary and it takes time to see the first results. You’ll find a lot of articles here that help you with smart tactics to grow that initial fan base.

  • Emeric

    Thanks @davidpcheng:disqus! We’re now at 1.6k tweets and 1.6f Facebook likes/shares :-) But I do also value these 300 LinkedIn shares as I know our audience is all spread out and Linkedin is becoming a good place to share content as well. G+ is still limited, probably a good place for web professionals but not for everyone else. At least yet.

  • TLPBynum

    I’m late to this party but now I get why our reach has been in the basement. Excellent reporting

  • http://www.dakinassociates.com/ Shaun Dakin

    Great post and totally agree with the 3-4 posts a day and curation. I use something called CrowdTangle.com which shows me what is working across facebook on pages in interests areas that I care about. ReSharing the content that is working for other “look alike” pages almost always works.

  • http://www.shviit.com Chana Parnes

    Great post! So so so informative, clear and to-the-point. Thank you!

  • http://socialmediastrategygroup.com Preston Perry

    Great article @disqus_a6LgXoOOIo:disqus! I really like your thoughts on measuring reach.

  • Tawra Kellam

    My question is on Jan. 9 I had 15K Likes on FB, today 55 days later I have 155K Likes. I changed the way I’m posting on my FB page. I thought the growth was from the new way I’m posting but some people are telling me it’s just a fluke and that FB “liked” what I was doing and I got lucky and they helped me along.

    How do I know if it something I’m doing or if FB just decided to make me a “chosen one”. Thanks!

  • digitator

    Great article – you make some good points well worth thinking about.

    One of the things that you talk about is posting two or three times a day on Facebook to increase the reach of your posts.

    My personal experience with Facebook is that if a business posts too often (i.e. three, four or five times a day) recipients are much more likely to unfollow the page or have them hide their posts from their news feeds (unless they are highly engaged of course!). I haven’t seen any statistics to confirm of deny this however…

    I’d be interested in your thoughts on this touchy subject!

  • Amy Cooke

    Love this article! Great info and clear explanations!

  • Jesse Regan

    Are you better off posting 3+ times per day and hoping for more of an organic reach or what about posting great content once per day and then promoting that post for $5-$15 and guaranteeing your fans will see it on their newsfeed?

  • http://www.elitegroupmarketing.co.uk/ Gary Victory

    Great article Emeric. Facebook metrics are great for benchmark reports, which other social platforms do not provide.

    We would love to have you come and write for us. We’re on the hunt for good writers :)

  • David Cheng

    Looks like FB finally won out. From what we’ve seen, Twitter still appears to be the go-to social network for professional distribution because it’s 1. easy/quick to share and 2. it’s interest-graph driven, as opposed to social-graph driven.

  • http://pugsareus.net Rhys Jones

    Great article Emeric. I agree totally about having to pay for some reach, Afterall we’ve been lucky to have such a platform free for so long! What would be your opinion here please? I have a large 250k ‘dog’ page with GREAT interaction on every post, and the page in general which is monetized a bit. For this page all my posts have pictures. I post at least 6 times a day and sometimes more. Im not aware of any complaints etc. In December/Jan I went from getting 2000 viral likes a day to 200 in the space of a week. Now back to 400-500 a day. My ‘talking about it’ figures have gone from 120,000 to 61000 and I believe I’m doing all the right things!!! Any ideas please?

  • Tom

    Doesn’t reposting content reduce the amount of people facebook shows it to?

  • Angelina Parker

    I liked the post a lot. Happy to know so many things. Thank you for enlightening me.

  • Ace Rich

    This is great thanks!

  • http://www.reginafloyd.com Regina Floyd

    AWESOME information….I’ve been striving to post consistently 3x a day at varied intervals and have seen reach get better. Working on providing and sharing nuggets and questions relevant to my industry. This has helped a lot! thank you!

  • TomJames33

    but you know Emeric I think we do have another choice (great post BTW :) and that’s stop being blinded by Facebook- there are many many many other platforms we can use (tewitter, pinterest, meetey.com, forums, google+, blogs etc etc) some might be even more suitable

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  • Nidhi Garg

    Thanks for sharing this Emeric. Very insightful!

  • Moe

    Thank you for this. I am struggling, because I have been a fan of Post Planner for quite some time, and lately it seems like they are actually owned by Facebook- their posts are so “pro” FB and all their changes, I can’t help but think they’re working together. It is really nice to see a straight perspective on this matter without the brainwashing/giant skew towards Facebook Ads argument. Has anyone else noticed this?

    In addition, I notice you say to “reshare your best and most costly pieces of content.” It seems SME and PostPlanner both do this regularly (now I am noticing most comments are dated a month ago), but it seems like that might not be the best advice considering FB just announced they’d be penalizing pages for resharing content they’ve already posted. Can you weigh in on this matter for us?

  • Mario Urrutia

    Well detailed article with clear descriptions and examples in a specific and important subject. Goes directly to my saved articles, thanks.

  • beto aguilar

    Great as always!

  • just me, KimmD!

    Great information and very helpful. I’ve definitely noticed a drastic decline these past couple of months.

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  • Laura

    You say: “Post reach is the number of people who saw a specific post in their news feed.”

    Facebook says: “Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in News Feed.”

    But what does it mean for someone to have ‘seen’ your post? Just because it’s on their newsfeed doesn’t mean they looked at it. They could have scrolled right past. Did they click on it?

    Great article! Thanks for the info!

  • http://www.mcnailbrothers.com Vinny Costa

    Great article. Thanks for sharing!









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