The natural reach of Facebook posts has been steadily eroding for several years due to many changes in the social network algorithm. This calls into question many things in the strategy of professionals who had gradually turned Facebook into an advertising platform. What solutions can they put in place to deal with this loss of audience?
Why has Facebook changed course?
The various changes made in recent years are not surprising, because the social network had announced the reorientation of the platform to a more personal and less professional use, the idea being to return to this good old network on which the users liked to exchange information and like content. This does not mean that companies no longer have their place, but they will have to review their strategy if they want to keep a good visibility on Facebook.
Why is there a natural erosion of the organic reach on Facebook?
Community managers had noticed a loss of visibility even before Facebook changed its algorithm. It can be attributed to “natural” erosion, linked to a saturation effect. The target, constantly solicited by content similar to advertising, has grown tired, and began gradually paying less attention. Facebook has understood this well, and it is for this reason that he has been led to redirect his network to a more personal use. The loss of visibility of companies could therefore be explained by erosion that is both natural and technical.
Why are some Facebook Pages more visible than others?
The impact on the reach of Facebook pages varies according to the nature of the audience. If this is achieved through the sharing and interaction of fans, the reach rate is less impacted than if it is only linked to advertising. Brands therefore have every interest in offering quality content that is useful to their target, those that favor clicks, likes, comments and sharing, which are very positive signs for Facebook. A proportion of 80/20 seems correct to achieve this goal: 80% of informative content against 20% of promotional content. By respecting this balance, the target accepts more easily to be exposed to an advertisement, because in exchange it has a content adapted to its problematic. This is a proven principle; give and give back!
Should we publish more content to increase its reach on Facebook?
Some brands have opted for another strategy: increase the frequency of publications to gain in scope. This process seems logical, but is counterproductive in practice: the more posts, the fewer the engagements. Thus, over a period of 18 months, ranging from the beginning of 2017 to the second quarter of 2018, even though the number of posts on Facebook has increased, the number of engagements has decreased:
- the volume of posts has increased by 26%;
- the average commitment has dropped by 50%. *
The performance displayed by the pro pages makes it clear that the volume solution is not the right one. These are the pages with the least number of posts that get the most interactions:
- 3127 interactions for pages that publish less than one post per day
- 1202 interactions for those posting more than ten posts per day. *
What types of content to post on Facebook to promote engagement?
We can encourage engagement by focusing on visual content, because they are the most popular by Facebook users. The Facebook Lives, native format, but also the images in all their forms: photos, computer graphics, gifs, etc., and the use of 3D brings in better engagement than the links. However, there is no magic content likely to boost the engagement of pro pages, it is above all the relevance of posts that will be decisive.
Hollispot sublimates all your visual creations by allowing the addition of videos, gifs, images and photo albums to all your posts!
What strategy to adopt in order to get an effective presence on Facebook?
Professionals must make a reason and incorporate into their thinking that the feed filled with advertising posts is a model that has reached its limits, because it has gradually been rejected by the audience itself. Brands and companies must incorporate the idea of using paid advertising, even if this necessary adaptation is the effect of a tsunami in their Facebook strategy! It will be difficult in the future to hope to engage an audience only by maintaining a professional page. Professionals must also think about exploring new avenues, such as the implementation of an effective social media strategy, like developing partnerships with influencers… This should be a good source of reflection for brands and companies on Facebook!
*Source : Adetem.