It’s no secret that organic reach on Facebook has become somewhat of a blood sport. With this in mind, it’s now more important than ever to ensure the quality of your organic Facebook posts are second to none.
Just how difficult is it to achieve decent organic performance on Facebook and to translate this to meaningful engagement? In the first installment of this piece, we looked at audience targeting and boosting a post. Now, we’ll look at three more ways to boost your organic Facebook reach and engagement, and get your business into the newsfeeds of your target audience.
1. Analyse the performance of your posts
We see this so often. Companies invest money and resources into creating and posting content consistently. The content is relevant and includes a great mix of general engagement pieces, marketing, sales, promotions, special offers and competitions. But they fail to analyse the performance of each post, profiling what works best and what should be tweaked or discarded for future content strategy.
A crucial element of increasing reach and engagement is knowing what works and critically knowing what doesn’t. Offering more of the good stuff is what will boost the performance of your organic campaigns and drive better engagement and sales.
2. Don’t underestimate the power of video content
Video is far more engaging than a simple text or image based post. By being so engaging, it helps improve your organic reach and interactions.
Video views grew by more than 50% from May through to July this 2016 on Facebook. Average daily videos views have now topped 1 billion.
Facebook sees this is an area to capitalize on, and has been investing heavily. With the introduction of auto play for videos, they’re seeing users are discovering significantly more content as a result.
Instead of sharing YouTube videos, brands are now uploading more videos to Facebook directly. In terms of interactions, it’s really no contest. In January 2014, Facebook was getting just over half of all video interactions. In December, Facebook videos received more than 80% of video all interactions against YouTube, Vimeo, Instagram and other platforms.
Big brand marketers and agencies alike have seen this trend. And they will always focus effort on the network that is most effective for gaining engagement. For video, that network is now Facebook. If you aren’t there already, you should make a point of doing so urgently.
3. Add engaged followers
Yes, there is a way that you can specifically target people who have recently engaged with one of your Facebook posts to like your page.
These people have engaged with you previously, and are likely to do so again, with a little help, and you want them to be a part of your Facebook fan base.
You can send an invitation to each of these people to like your business page. Expect around 10% to 20% of invited users to accept the invite and become fans.
It’s no secret that organic reach on Facebook has become somewhat of a blood sport. It’s extremely difficult to create consistent, deep reach and strong engagement through this approach on its own. With this in mind, it’s now more important than ever to ensure the quality of your organic Facebook posts are second to none to maximize engagement and help push your brand and create sales.
Nathan Sinnott, Chief Executive Officer, Newpath WEB
