Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!
Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.
Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.
Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.
Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.
This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.
Ask yourself these questions:
- Are you creating conversations?
- Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
- Are you asking your audience what they want and would like to see more of from you?
- Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
- Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
- Are you taking data into account for what content people are responding to favorably and when?
- Do you ever invest in Facebook ads or boosted posts for important content or events?
Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.
Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.
Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?
Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.
Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.
Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.
When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.
Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.
- Try a simple question, such as “What would you like to see more of on this page?”
- Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
- Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.
Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.
Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.
Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.
Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.
Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).
Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.
Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.
Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.
Jay Thompson
September 27, 2008 at 11:26 am
I’m bummed my contribution didn’t help you “win” — I would have liked to seen a photo of you and the pig in a lip lock…
“What are you doing to interact locally?”
What is weird (to me at least) is that since I started accepting advertising in a limited fashion on my blog, it has opened up connections with local businesses that I never had before. I’ve had some amazing conversations with local business owners (FWIW that vast majority of whom do not advertise on the blog) and really “connected” with several. A couple of those have lead to client referrals.
I do virtually all my real estate marketing and PR online. But you make a great point Heather – it is really important to connect in the “real world” too.
Meetup.com is also a wonderful place to find local people that share similar interests.
Nick Bastian
September 27, 2008 at 1:34 pm
I remember reading about your contest and thought it was a great idea. I bet there were a lot of guys in your community wishing they were that darn pig… Glad to hear the media picked it up, that kind of thing can go a long way.
monika
September 27, 2008 at 3:20 pm
LOL…I’m glad you didn’t have to kiss that ugly pig but what a great gimmick for you!
Missy Caulk
September 27, 2008 at 4:24 pm
This is the first year I haven’t had kids in high school where it was so easy to network, volunteer for homecoming float building, prom committee, you name it.
I am going to have to get out in more unnatural environments, going to a Chamber meeting on Tuesday. It was so, so easy when my kids were younger.
Many at the school know I blog, (on Saline Schools and events) so now they are bugging me to buy a place on the scoreboard for 3500.00 for 5 years, ouch… I don’t like that kind of branding, what are your thoughts?
Jonathan Dalton
September 27, 2008 at 5:29 pm
What I do in the community doesn’t translate too much too my business. One transaction in five years at my shuel, and my presidency probably costs more business that it creates. Coaching YMCA is another thing, but that’s never paid off in anything other than skin-cancer to come from walking around in 112 degrees yelling at kids who can’t hear me.
I’ve debated starting a beagle meet-up but the time’s a little thin.
Jay Thompson
September 27, 2008 at 5:53 pm
“I don’t like that kind of branding, what are your thoughts?”
My gut instinct Missy is the odds of someone seeing your name on the scoreboard, writing it down, going to the site when they get home, and deciding to use you as their agent, are remote.
Networking at school events is vastly more personal than a name/site/number on a scoreboard. Besides, at least at my kids high school, the audience in the seats consists of 85% students, and 15% parents. Half of which are band parents that arrive shortly before halftime and leave immediately after. The demographics of a high school football crowd don’t seem to fit well with real estate.
In other words, I suspect the ROI is low.
Then again, some people swear by billboards which are much more expensive and require a similar effort on the lead/prospect/visitor/potential future clients part.
Cheryl Johnson
September 27, 2008 at 7:29 pm
To Missy, 3.5K would be a little too rich for my taste, too. But whatever, it’s not your name on the scoreboard that matters. It’s the parent or Board member that ~sold~ the advertising to you remembering what a great, smart, generous person you are….
Steve Simon
September 28, 2008 at 7:05 am
Don’t flame me, I think charity and giving back should be done; but not to further your business.
First I think without any additional follow-up your name on the back of a “Softball Fundraising T-Shirt” does very little to garner you any business in the community. To me the reputation you want to establish for business purposes should be “professional, hard working, successful, knowledgeable about my field”. Being known as a “Pig Kisser”, or an easy touch for team advertising, will in my opinion get you on the short list for those looking for a “Cow Milker”.
Which as I started off saying, “Is not bad, it’s good to give. Just be giving because you want to help not profit from it…
Just my thoughts 🙂
Bill Lublin
September 28, 2008 at 12:58 pm
Steve; I don’t want to flame you, but I think you should be kissed (though not by me)
Networking is networking – and to me that’s working the room – charity or good deeds should be done because you want to do them or they need to be done. And except for the way you feel when you help someone, they really are their own reward.
Rich Jacobson
September 28, 2008 at 4:18 pm
I think you need to balance the two, both online and offline branding/reputations. And they both need to be the ‘REAL’ deal. I’ve seen way too many ‘online’ personalities who claim to be one thing, but in reality, are something entirely different.
Matthew Rathbun
September 28, 2008 at 7:08 pm
…before meeting my amazing wife, I kissed a lot of pigs. I had no idea there was money to be made doing so – had I only known!
Seriously, the most successful agents I’ve worked with have sat down with a consultant or media adviser and established a way to get their name out. Unfortunately, we’re still trying to convince agents that not only is it ok to ask for business – it’s a requirement. The best way to “ask” for business is to show you’re willing to work for it and to educate the consumer as to why they need it. Public relations is an important part yeah
We have given several agents lists of media contacts for our area in the past. Unfortunately we only see very few use those lists.
Paula Henry
September 28, 2008 at 8:19 pm
Matthew – LOL – you probably just won points with your wife 🙂
Wherever you give your time or resources, I believe you must have a passion for it. I have a special place in my heart for children. Last week is was a donation for Juvenile Diabetes because in my previous life as a Licensed Day care provider, I took care of a child who had Type 1 diabetes.
I also donate to Riley Childrens Hospital because they once took care of my son when he was a baby. I advocate for causes I believe in; because I have passion for them.
If I were recognized for doing so, great, but the reward is in the giving for me.
I do agree we need to be active in our community to know what is going on. Find something you love and it will be obvious. Business is a by-product of the activity you love to do anyway.
Cyndee Haydon
September 28, 2008 at 9:01 pm
Heather – I loved reading about original post about your Pig Kissing Opportunity and think you made a great point here about connecting in our communities. We are lucky as Missy said because our kids are still school age and we homeschool so there’s a close network of a couple of hundred families locally that all participate in an online forum and in weekly co-ops where we all pitch in so it’s been a great way to help our and get to know others. We also are active in Cub Scouts, Boy Scouts and our church. It is important to balance Online and offline – still think that Pig Kissing was brilliant – just saying (gotta keep my eyes open for something like that with great viral marketing ability – loved it!)
Mark Voorheis
September 29, 2008 at 7:14 am
“What are you doing to interact locally?”
I’m a big fan of walking my neighborhood, and I try to do it at least twice a year. Walking around and handing out something…usually this time of year trick or treat bags with my name/contact info on them. People always want me to stop and chat about the market. How’s it going, where do I think it’s going, etc. I think it is a great way to set yourself apart from all of the other agents mailing into the neighborhood. People have had a chance to meet you face to face.
As for the discussion above about advertising in school/church/charity publications…I have always made a point of advertising in my church bulletin. I don’t think that people who don’t already know me will necessarily be swayed by the ad, but there may be people who do know me, but didn’t know that I was a Realtor. This type of advertising helps me make sure that people who would consider doing business with me know that I am in Real Estate. I have had plenty of calls from my church bulletin ad.
Mack
September 29, 2008 at 10:42 am
Did someone say “Lipstick on a Pig”?
Heather Elias
September 30, 2008 at 6:39 am
Jay: it was not a pretty pig, the pic would not have been attractive! Will have to check out meetup.com, thanks for the tip!
Nick: the other contestants thought I was a lock to win it because of the paypal account I set up to take donations! I was grateful for all the media coverage, for sure…
Monika: I was glad too when I saw it! (they didn’t really clean him up at all!)
Missy: I agree with Jay, I think for that cost it isn’t really going to reach your target audience…
Jonathan: Hmm, beagle meet up? Let me know how that goes for you… 😉
Cheryl: I think it’s a bit expensive, too!!
Steve: no flaming! Honestly, I didn’t think that I needed to point out that community service was a good thing in and of itself, outside of the benefits it could bring your business. That’s just a given!
Bill: agreed. It’s wonderful when you can enjoy your work and help the community at the same time… (and kisses for you, too!)
Rich: exactly! If you aren’t genuine that will be evident no matter how much sugarcoating is put on top! 😉
Matt: I believe that real estate agents as a whole don’t work with the media enough to shore up our perception and image as an industry…
Paula: I love this, “Find something you love and it will be obvious.” Exactly!!!
Cyndee: It sure caught attention! It also gave my sphere of influence a way to jump in and help me do it, too…made it their project as well as mine.
Mark: Great to see my biz partner jumping into the conversation here on AG! (everyone wave hi to Mark, please!) I love your point about making sure that people who know you, know that you are a Realtor, in a low pressure way. That’s hitting the nail on the head!
Mack: Nope, nobody said that at all… =)
Jeff "I Should Have Donated More" Turner
October 10, 2008 at 12:52 am
You already know how I feel about this topic, but I couldn’t let your first post here pass without leaving a comment. All I know is I should have donated more. All this community exposure for you is nice and all, but I wanted to see you kiss the pig.
A Coffey - Maximum Referrals
June 5, 2009 at 9:32 am
Interesting post, especially the social networking aspect of this. It’s funny, we have cells, texts, tweets, email, and more ways than ever to get in touch with people… and STILL can’t reach people when we want! 🙂 We need to stop hiding out behind the techno-stuff and get back to old fashioned face-to-face interactions.