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social media how toHave you noticed a decline in your Facebook organic reach?

Looking for ways to more effectively reach your audience?

With changes to Facebook’s news feed algorithm, you’re facing increased competition to get your content in front of your fans.

In this article I’ll show you five ways to improve your Facebook organic reach.

five ways to improve facebook organic reach

Discover five ways to improve your Facebook organic reach.

Listen to this article:

How to Track Your Organic Traffic

To look at your organic traffic, you need to dig into your Facebook Insights. Go to the Posts tab to check out your posts’ performance for the last month. Click on See More to find out about older posts.

You can track your post reach in terms of organic and paid by selecting Organic/Paid from the Reach drop-down menu.

post reach comparison

Use Facebook Insights to see a breakdown of organic reach versus paid reach for your posts.

Look at three months of data at least. If you discover your organic reach is gradually decreasing or you simply want to improve your results, there are a number of ways you can do that.

#1: Publish Evergreen Content

The lifespan of a Facebook post depends on many factors. One is its usefulness. Even an old post can show up in your news feed if your friends like, comment or share it.

For example, this update was 18 hours old when it showed up in a user’s news feed because one of her friends liked the update. It’s as simple as that.

humorous facebook post

A humorous post can retain its value for a long time.

So when posting to Facebook, it’s important to create some evergreen content that will remain fresh and relevant to users for a long period of time. The more people engage with your content over time, the longer the lifespan of those posts.

#2: Post Quality Content, But Less Often

We’re living in an age of content overload, and Facebook is no exception. According to Facebook, “Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300.” As a Facebook marketer, you’re fighting for one of those precious spots.

You don’t need to post a high volume every day to get attention. Instead, work smarter by creating quality content. More posts won’t necessarily bring you more love from Facebook.

The graphic below shows an analysis of the Facebook pages for Coca-Cola India and Pepsi India on Fanpage Karma. Coca-Cola India posts less frequently on their Facebook page than Pepsi India, but when it comes to fan engagement, Coca-Cola India is the clear winner.

audience engagement comparison for coca-cola and pepsi

Posting frequently to Facebook doesn’t necessarily result in more engagement.

There’s no rule for how many times you should post each day. The Buffer blog suggests that two posts per day is a good number for businesses on Facebook. The Post Planner blog recommends that you post three different types of posts per day. You’ll need to figure out the right number of posts for your business. Also try to mix and match links, images, videos and text updates.

#3: Use Organic Post Targeting to Serve Relevant Content

Facebook’s organic post targeting enables you to deliver your content to the audience most likely to engage with it. In other words, Facebook gives you the option to target your content to specific groups of fans.

Facebook offers eight options to set your target: gender, relationship status, education level, age, location, language, interests and post end date. Select the targeting options that will help you zero in on the right audience for your content.

For example, this post is targeted to 150 fans, selected by their interests and educational status.

post targeting options

Choose targeting options to narrow your audience to a specific group of fans.

Only the people who are most likely to be interested in this content can view it on their timeline. If this post had been targeted to all 12,000+ fans of the page, the engagement would have been much lower. Targeting posts to specific groups of fans is one way to increase your post engagement rate.

#4: Post at Off-peak Hours

During times when fewer people are sharing content on Facebook, your chances of getting noticed are higher. Typically the best time to post on Facebook is 3 pm. But you can try posting at different times, depending on when your fans are online.

Go to your Facebook Insights to check out when your fans are logged into the network. Then choose the hours when the majority of your fans are online and your competitors aren’t posting.

audience insights graph

Use Facebook Insights to find out the days and times your fans are online most often.

If you don’t know how to track your competitors and their posting trends, this article will help you find out.

#5: Choose Content Types That Resonate With Your Audience

According to a Socialbakers study published in February 2015, Facebook audiences love videos and links more than images.

socialbakers study placeit image

Socialbakers studied the response to different types of content on Facebook and found that video posts get the most reach. Image: Placeit.

If you look closely at the results of the study, images get the lowest organic impressions, links and text-only status updates perform better and video is the highest impression generator of all.

But before jumping on this trend, examine your Facebook Insights to see what type of content resonates well with your audience. If you discover that your fans still prefer images to other types of content, don’t change your strategy now. Instead, introduce different formats slowly and track how they perform.

Over to You

Facebook organic reach has gradually declined for many business pages. Try any of the tips in this article to improve the chances that your content will appear more often to your Facebook fans, through organic means.

Remember to test your tactics and adjust your content delivery accordingly.

What you do think? Have you tried any of these tactics to increase your organic reach? What changes in reach did you notice? What strategies or tactics have worked best for you? Please share your thoughts in the comments below.

Socialbakers website image created with Placeit.
five ways to improve facebook organic reach

Tips for improving organic reach on Facebook.

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  • I’m very, very skeptical about this article. For one, posting less regularly in the past has meant that my pages have dropped in organic reach because Facebook values pages that regularly post content. Spamming (5+ times a day) is one thing, but posting less regularly isn’t something that I’d recommend to anyone. Most of the other suggestions are ones that we’ve heard before, that a lot of people are doing – but it’s not doing them any good and isn’t really resulting in an increase in organic reach.

    At this point – chasing after marginal increments in organic reach of a couple of percentage points is a far too time consuming a task. Instead of spending the manpower and hours on creating that content and getting into that detail – it’s far easier to simply get a good Facebook ad strategy together.

  • Ishita Ganguly

    Hi Avtar,

    It’s great to hear from you.

    Posting less, in particular, is not the point I meant, but posting quality content is. I suggested that instead of posting average posts multiple times a day, posting less but quality content would help a business.

    Yes, ads are the definitely a solution to the problem. But in this case as well, I would say spending time and money on quality content is a better idea. Your thoughts?

  • The thing is, that I’m counting the amount of time someone spends creating content as part of the amount “spent” on the Facebook post as well. I agree – we should focus on quality, and that’s been said for years – so it’s not really a point that needs addressing again.

    So let’s just assume all content we’re creating is high quality, for argument’s sake.

    Think of it this way, you spend five hours a week creating a week’s worth of content for your Facebook page. You spend $0 boosting this content. Value your time at $30/hr, and you’ll see that you’ve spent $150 creating this content, and $0 boosting it – a total of $150 investment in the content.

    You get 500 interactions on those five posts, which means $0.33 an interaction.

    Now let’s say you do the same cycle, except that you go ahead and spend $10 boosting every piece of content. With a CPM of $2, you’re reaching 5000 people and with an engagement rate of 3%, that means 150 interactions per post.

    Now, you’ve spent $150+$50 = $200 on the content, and received 500 (organic) + 750 (150×5) paid interactions for a total of 1,250 interactions.

    1,250 interactions at $200 = $0.16 per interaction.

    You’ve essentially doubled the engagement on these posts with a very minimal budget, which to me – makes a lot more sense.

  • Ishita Ganguly

    I agree, but it’s all about organic reach.

  • … which is very dismal for most brands and will not improve more than a couple of percentage points (at best) so why even bother trying to maximize organic reach and waste time on it when paid advertising makes so much more sense?

  • Hey Ishita,

    Question for you about this study (I checked Social Baker’s site, by the way). Do you think that “text with link” means that if your link pulls in an image from the source content, it should be deleted?

  • Ishita Ganguly

    Hi Betsy,

    No. You should not delete the image, as it’s being fetched from the link. Moreover, the image might drag them to the update and make them click.

  • Thanks…I assumed that, but you never know these days! Thanks for the update. I created a blog post about it asap for my very grateful community! Betsy

  • Ishita Ganguly

    Do share with me. Would love to know your take on this.

  • Sometimes you forgot that you have to post on your page’s peak hours that’s why scheduling your post is pretty important. (wink wink) Awesome post Ishita.

  • Rebecca Beck

    I didn’t find paying improved much in reach. It was a waste of my money.

  • Kathy

    I’ve be­en freel­anc­ing fr­om hom­e for quit­e some time n­ow, by doi­ng various bas­ic jobs that only require desk­top or laptop com­puter an­d in­ternet conne­ction and I am happ­ier than ev­er… Af­ter six mon­ths o­n th­is jo­b a­nd i made to­tal of $36k… Ba­sic­ly i ea­rn 80 buc­ks/hour­ly an­d w­ork f­or 3-4 hr­s dai­ly.An­d the be­st part ab­out it is tha­t you ca­n deci­de whe­n to work your­self an­d for h­ow lon­g an­d you ge­t pai­d weekly

  • i always try these stuffs but get trapped with fb algorithms . Its quite hard to reach audience , and for page likes its next to impossible 🙁

  • I say don’t worry about algorithms. FB changes them and tweaks them all the time. Yes, you should be updated and aware about how to adjust to the changes but I think the quality of your content and how you present it to the audience is far more important.

  • prod1gy_x

    Useful article. I manage a brand page myself. The way Facebook treats organic reach for brands in common knowledge. Since we are starting a blog of our own, I wanted to share the article links on our page. I wanted to know if that will result in increase in our reach, or will it be subjected to the same kind of restricted organic reach which applies to a brand?

  • Ishita Ganguly

    Well, that’s something subject to test. You can experiment with different post formats to know which one is delivering the optimum reach.

  • prod1gy_x

    Thanks Ishita. What I wanted to know was that if I started sharing blog links on the page now, which I was not doing earlier, will the page be more visible to people in contrast to just sharing images and no blog links? Would our page be treated by Facebook algorithm as more of a content provider and organically promoted, or will our reach be restricted like any other brand page?

  • Ishita Ganguly

    Absolutely. If you start posting blog posts as link formats, they will surely bring in more attention. Moreover, you will start getting visitors to your website.

  • Priscilla Grim

    This article left one key piece of information about how to beat Facebook analytics with organic growth. I can give real-time proof of my theories in practice to interested parties looking for a social media growth hacker consultant.

  • Rumman Mou

    I think this was really a good post. People are worried a lot about FB reach and not many want to spend money. I know that FB wants the users to have good experience and hence lot of news is cut down which may be harmful to the brands and page owners but is good for the users. Ello.co was created due to this thing which didn’t work for long.

    http://thepowerinverter.com/

    There are many informative ways you have mentioned to promote your page, specially posting on non-peak hours to get momentum.

  • TheChosenMota

    karate chop! greeeat article! @@ishitaganguly:disqus

  • TheChosenMota

    great point!

  • thanks a lot

  • Window Square

    Useful article but, can i know post update timings i facebook for better organic reach

  • Some great tips on here. However, from a business perspective I wouldn’t recommend following everyone who follows you. It sounds harsh, but your ‘following’ should be 1:1 or less with your ‘followers’. Still, great piece – thanks!

  • Gemma Fairchild

    Think outside the box. I’m reading a lot of these articles having just started a new page for an aviation related organisation. One would think pictures and videos of planes would get plenty of reach, but the page audience is bombarded with pictures and videos of planes from all the other pages they like, so they would have to be really exceptional to get noticed and there is only so much exceptional material available. I tried a historic picture of a pilot with the plane in the background, huge increase in reach on that post because people relate to people even if their interest is mostly planes. I found the article really helpful and it fits with my small but growing page, I think it’s a battle to get organic reach but fun too to try to understand the target audience better.

  • John Mark

    How to get likes ?

  • Join In campus

    Great article with awesome information.
    Some of points is very clear to increase the organic reach for facebook.
    keep writing like this.

  • Joni

    Exactly! Facebook is ripping at both ends. F*ck them

  • I think there are 6 important elements of every successful social media campaigns (Facebook ads, sponsored stories etc.)


    1. Audience (targeting)

    2. Content (has to be super valuable for the audience)

    3. Timing (not just finding an optimal interval, but also capitalising on newsworthiness)

    4. Message (headline and message)

    5. Creative (Catchy image)

    6. Post type (post types your audience prefers)

    I put these critical elements into a hierarchical structure and also added some actionable tips.