The Decline of Organic Facebook Reach & How to Outsmart the Algorithm
If you’ve been managing a Facebook Page over the past few years, you’ve likely noticed a drop in how many of your fans have been viewing and interacting with your organic posts. This decline in organic Facebook reach came to a head in 2014, when marketers started picking up on (and complaining about) the situation in droves, prompting a response from Facebook’s VP of Advertising Technology, Brian Boland.
“Over the past few months, I’ve read articles and answered questions from many people who are concerned about declines in organic reach for their Facebook Pages,” Boland wrote in June of 2014.
He continued, “My colleagues and I at Facebook understand that this has been a pain point for many businesses, and we’re committed to helping you understand what’s driving this change … “
The two main reasons Boland cited for the organic reach decline? First, there’s simply too much content being published on Facebook, making visibility in the News Feed increasingly competitive. Second, Facebook is deliberately trying to show people the content that is most relevant to them, as opposed to surfacing all the content available.
The good news in all of this is that there’s a lot you can do to counteract these changes, like being more selective about what you publish, paying attention to when you publish, and putting money behind your posts (a.k.a. “boosting” them).
Before we dive deeper into how you can improve your Facebook Page’s organic reach, let’s explore exactly what happened during the Great Organic Reach Decline of 2014, and how Facebook decides what content gets surfaced nowadays.
How (And Why) Facebook Reach Has Declined Over Time
Facebook defines organic reachas “how many people you can reach for free on Facebook by posting to your Page.” Prior to 2012, that number used to be much, much higher than it is now.
From the moment “Fan Pages” launched in 2007, anyone could create a Page for their company or organization, start collecting fans, and post unlimited messages to their fan bases with the assumption that they would see those messages. But when 2012 rolled around, Page managers learned that only a fraction of their Facebook fans — 16% on average — were seeing their Page posts in their News Feeds. And that fraction has only gotten smaller and smaller since.
A study from Edgerank Checker found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%. Research from Social@Ogilvy, meanwhile, suggests that for Pages with more than 500,000 Likes, organic reach could be as low as 2%.
Based on the figures above, that means a Page with 10,000 fans could expect just 650 of them to actually see that Page’s posts in their News Feeds. For a Page with 1 million …read more
Source:: HubSpot Blog