In an April piece for TechCrunch, Josh Constine addressed Pages’ decreasing Facebook reach. He concluded,
Essentially, everyone has to earn their space in News Feed. If they publish posts that are interesting enough to get likes, comments, shares, and clicks, their reach increases. If their posts bore people and are ignored and scrolled past by anyone who sees them, their reach decreases.
While paying for Facebook ads and promoting posts are options, and may be the right choice for your business, the backbone of any strategy to increase your reach and engagement on social media must be quality content. Moreover, it must be quality content that engages your audience. “Likes” gained from promoted posts mean little if you can’t consistently please those people. Improve Facebook engagement in a way that is meaningful to both your audience and your work.
“Like.” Photo by Marc Dalmulder
Happily, there are plenty of ways to see the posts that your audience appreciates. The weekly Page update Facebook emails to Page administrators gives a general overview of how your posts are performing. Visit the Page itself for greater insights. The “Insights” tab at the top of the page will show you graphs of post reach, likes, comments and shares, as well as information about the demographics of your fans and the times of day they are most likely to be online.
These data paint a powerful picture of what attracts your audience. Improve Facebook engagement and reach by paying attention.
Give your followers more of what they appreciate. Facebook’s algorithm changes have decreased your reach, yes. Stop thinking of that change as an obstacle and start thinking of it as a challenge. Your social media marketing can’t be lazy. It’s time to take a look at what’s working for your business and strategically plan your content to match.
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Running a fundraiser or donation-dependent nonprofit? Read more about social media strategy for fundraising.
