If you run a Facebook page in recent years, surely you noticed a drop in the number of fans who see your organic posts and interact with them. This drop in the organic scope of Facebook reached its peak in 2014, when all marketers began to speak (and complain) of this situation, which generated a response from Brian Boland, vice president of Facebook advertising technology.
“In recent months, I have read articles and answered questions many users concerned about the fall of the organic scope of their Facebook pages , ” Boland wrote in June 2014 .
Then he added: “My colleagues on Facebook and I understand this has been a big problem for many companies and we are committed to helping them understand the reasons for this change …”
Boland cited two main reasons why there was the fall of the organic range. First, too much content on Facebook is published, which makes visibility in the Latest News section area become more competitive. Second, Facebook tries to show users the most relevant to them, instead of displaying all available content publications.
The good news is that there are many things you can do to counter these changes, for example, be more selective about what you post, pay attention to the times when you do and invest money in your publications (through ads to Facebook).
Before exploring in depth the ways available to improve the organic scope of your Facebook page, let’s look at exactly what happened during the great fall of 2014 and organic range now how Facebook decides which content to display.
Facebook defines the organic reach “the number of people they saw on the screen a publication not paid your page”. By 2012, that number used to be much higher.
In 2007, when Facebook launched its “fan pages” or pages of fans, anyone could create a page for your business or organization, start attracting followers and publish unlimited fan base with certain messages that they always would see those messages . However, in 2012, the administrators of the pages found that only a percentage of your Facebook fans ( on average, 16% ) actually saw their publications page Latest News section. Since then, that percentage continued to decline.
A study of Edgerank Checker revealed that between February 2012 and March 2014, the organic reach for the average Facebook pages fell from 16% to 6.5%. In addition, various research Social @ Ogilvy indicate that for pages with more than 500,000 “likes”, the organic range could be as low as 2%.
Based on these figures, we can estimate that a page with 10,000 fans might expect that only 650 of them see their publications on the latest news. If we continue to apply this calculation 2%, a page with a million fans will only make 20,000 followers see their publications.
SocialFlow analyzed more than 3,000 publications editors on Facebook and discovered that the organic range had decreased by 42% between January and May 2016.
Later in 2016, Facebook readjusted their algorithm to prioritize Latest News even more content family and friends over the pages. In the blog article in which it announced this change in the algorithm , engineering director of Facebook Lars Backstrom warned that pages could experience a drop in its organic range (in some cases, this could be even lower than 2% Dear).
After the change in the algorithm, SocialFlow adjusted fall in the organic range (that continued to decline). Between January and July 2016 , publishers saw a 52% decrease in its organic range in Facebook.
If users see fewer organic posts from your Facebook page, fewer users will click on your content, and share discussed. And a decrease in such interactions means less conversions, sales opportunities and customers. Logically, most managers Facebook pages do not like this situation. The first thing you should ask is why Facebook decided to reduce the visibility of organic publications.
Already we include the official response from Facebook in the introduction: on the one hand, a large number of pages produced too much content for many fans, resulting in a growing competition for appearing in the latest news section. In addition, Facebook wants to ensure that users only see the best content; ie which is more relevant to your interests.
Some editors discovered how to increase interaction with users on Facebook: through publishing and streaming video (discuss this later). However, many professionals in the marketing believe that Facebook had (and still has) an ulterior motive: to encourage manufacturers to invest more money in advertising.
Since Facebook has become mostly a marketing platform for payment, administrators pages discovered they must pay for ads to address his newest fans, even if those fans have chosen voluntarily to see posts from your brand through a like”.
In an interview with Digiday 2014 , James Del (who at the time was director of the study content Gawker) gave an overview of the general idea:
It is likely that Facebook is carrying out one of the scams most lucrative in history: first, convinces brands they need to buy all their fans and “likes” (although we all know that love is priceless ); Of course, Facebook continues to take money from those same brands so they can interact with fans who just bought. “
Obviously, Facebook has denied this theory. Boland even included a section in its publication on the update on the organic range 2014 entitled: “The fall in the organic range is that Facebook try to make more profit?”. Boland’s answer is clear:
“Do not. Our goal always is to offer the best experience for Facebook users. We believe that providing the best experience for our users also benefit companies that use Facebook. If more users interact actively with the stories that appear in the Latest News section, you will probably also show more active and committed to the content companies. “
From the point of view of Facebook, fill the Latest News section with posts from a single page because it has many “likes” and publishes a lot content is not the best experience you can have a user.
Currently, Facebook encourages marketers to analyze their fan bases as a way to make paid advertising more effective, instead of using its pages only as a free transmission channel. Facebook suggests that, at some point, the organic scope reach zero . Therefore, if you really want to target your audience on Facebook, you need to supplement your organic efforts paid advertisements.
In addition, Facebook warns marketers and things continue to change, in most cases, for the better . Facebook has never stopped innovating, so any marketer can develop a formula and use it forever.
That said, know how Facebook shows organic content currently on the latest news can be useful in understanding the large ecosystem of Facebook marketing.
When Facebook launched the latest for the first time in 2006, the algorithm was pretty basic. different scores to different formats of publications were assigned; for example, a publication containing text only could receive one point, while a publication with a link received two points, and so on. Multiplying scores format by the number of users that interacted with a given publication, Facebook could generate a classification system to determine the order in which items appear.
Over the years, the latest algorithm has evolved, and now takes into account the age of the publications, as well as the relationship between the person making the publication and the user interacts with it. This new version of the algorithm is called EdgeRank. However, in 2011, Facebook stopped using EdgeRank and adopted a more complex algorithm that incorporates machine learning.
This algorithm is responsible for organizing the latest as we see them today. Unlike previous algorithms, which assigned generic formats of publications scores, this adapts to individual user preferences. For example, if a user never interacts with photos in its latest news section, the algorithm Facebook will make this look less and less images.
On the other hand, Facebook has identified content formats that enhance interactions: native video and live video. Facebook ranks in a better position to live videos , which show rates and higher completion care , and videos that users click or activate the sound (as signals of interest from the audience ).
Finally, there are hundreds of factors contributing to the algorithm Facebook, like using keywords that indicate important events (p. Eg., “Congratulations”) or if a user clicked on the link a publication before giving “like “.
The main purpose of Facebook is that its algorithm select the contents of the Latest News section depending on individual needs and interests of each user. This is what he told the CEO of Facebook products, Chris Cox, the magazine Time in a 2015 interview :
“Imagine if you could classify everything that happened today in the world, any news source that has been published by any of your friends or family, and then had the ability to choose the 10 most important developments … would not it be amazing? That’s exactly what we want to do with the section Latest News “.
Now that you have a wider about Facebook shows the content ideas, let’s look at some tips so you can overcome this decline in organic reach a page.
Marketers must change their strategies frequent and generic publication for a way to publish more selective and very specific. The goal is not to address all audiences, but to get the largest number of interactions in a single publication as possible. All articles published on the website of a brand can be targeted to a specific audience, whether they are sponsored or not, which could improve the rate of interaction of a publication to other users that consider interesting and relevant.
To do this, simply add a reminder at the end of your posts (p. Eg., “If you liked, Share!”).
The videos on this network are attractive and make users stop to look at them and even to activate the volume when found in the latest news. Use subtitles, animations and flashy to catch the attention of Facebook users visual elements.
According to a recent study of Quintly , native Facebook videos have a higher rate of interaction 186% and 1000% more share the videos linked from other hosting sites. Post videos on platforms that consider that generate better results; Distribute your content on Facebook, YouTube and other social networks that might be useful for your business.
If you still do not, and it begins transmitting on Facebook Live. Users spend 3 times more time to watch live video compared to traditional videos. Therefore, if you want to improve your organic range, it began experimenting with live content. Promote what you do on different platforms to generate interest, it transmits for several minutes to make the video appears in the latest news section and share unprecedented and authentic to attract the interest of your audience content.
For more information on strategies for live transmission of Facebook Live, check out our free guide .
Since the only certainty we have about Facebook (and most digital media) is that it will continue to change, it is always better to focus on digital channels you own and control completely; ie your website and blog. Take time to create content (blog articles and long-form content such as ebooks, success stories or videos) will continue to generate inbound traffic, leads and customers, even long after its creation. If you have the time and money required, share these materials in Facebook so that your scope is even greater.
If you decide to pay to boost your visibility, perfect your strategy targeting. Once you’ve created an audience with genuine fans, focus on promoting the content you’ve created (blog article, ebooks, etc.) and use ads to expand its reach and go to specific users. Remember it is only a matter of time before the organic scope reaches zero, so it should start and adapt your payment strategy, which leads to the final recommendation …
Targeting capabilities of Facebook have improved greatly over the years. Now you can pay to go to your ideal profile based on their demographics, interests, web behavior, among other features consumer. In addition, a large number of tools and features that can help you maximize the effectiveness of your campaigns, such as:
If you want to know how to improve the range of your Facebook page, check out our free guide on how to attract customers with Facebook.
What do you think about the fall of the organic scope of Facebook? Have you adjusted your marketing strategy inbound to suit this change?
Editor’s Note: This article was originally published in June 2014 and updated for the purposes of accuracy and completeness.