Are you frustrated with your Facebook Page reach (or lack thereof?) Have you been wondering what you can do to increase your post reach? Recently, I conducted some tests of different post types on both pages (business/nonprofit presences) and profiles (personal accounts) on Facebook, to see if I could identify some best practices. Here is what I discovered.
Tips for Writing Posts that Increase your Facebook Page Reach
- Good content matters – If your post isn’t interesting, it doesn’t matter what format you use. Facebook keeps track of whether people like, comment and share your posts. The less engagement you have, the less visibility you get going forward. As I said yesterday in my Facebook Live session, crappy content doesn’t cut it anymore. If you’re not posting content that is of interest to your audience, you are wasting your time. This requires you to really understand your audience. Why are they following you? What do they hope to see? Ads alone won’t cut it. Share VALUE (tips, recipes, advice, etc.)
- Facebook is downplaying links – The newest algorithm change means Facebook is favoring posts between family and friends far more than links to content. This can be frustrating, especially if you’re used to generating the bulk of your website traffic from Facebook. Now more than ever, it’s so important to build an email list, and send out links to your content via a newsletter rather than relying on Facebook. Owned media can’t be taken away at the whim of Facebook. Here’s are the stats from a link-based post that I recently shared on my Page. Even though the post had likes, comments and shares, it only reached 408 people out of over 12,000 subscribers on the Facebook Page.
- Visuals matter – Text-based status updates, especially on pages, almost never work. In the example below, a text-based status update I did on my page is shown. Out of over 12,000 people who like the page, the post was only shown to 28 people. Arguably, this was a topic that was of interest to my audience, and invited discussion.
Compare that to the stats on the photo status update I posted shortly after this, that reached nearly 3,000 people.
- Facebook Live generates visibility – Interestingly, Facebook Live tends to generate more views. Facebook often does this, favoring posts that use new tools. Check out the stats below on a Facebook Live session I recently did, and compare that to the reach and engagement of other post types. The Facebook Live reach for a video that was not pre-planned and was less than a minute reached over 2,000 people.
- Invite “super fans” to turn on notifications: If your fans are disappointed that they are missing your updates, invite them to be notified each time you post. They simply need to click the Liked button on your page, and then select “All On” under notifications.
Get the word out through posts on your page using visuals (you can save this image and use it for your posts), as well as letting people know through your newsletter, including a link to your Facebook Page.
- Advertise – Finally, if you want to ensure that you reach more people with your posts from your Facebook Page, you’ll need to pay for Facebook Ads. Whether you boost a post or create an ad, be sure to have a conversion objective related to your ad (something you want people to do as a result of your ad) and make it very clear how to convert from your ad. Often people will set up a Landing Page for each ad, so that people have something to do once they click on the ad.
Also make sure that on your personal profile you are having personal conversations along with business posts. I find that I get better visibility on everything if I made sure to mix it up and have people responding to the things that I post.
Facebook Page Reach Basics
It can be a challenge keeping up with all the changes on Facebook, but some basics never change. Visuals matter, post good content, encourage engagement. By keeping these principles in mind, you can continue to get results from your Facebook postings and increase your Facebook Page reach. But be sure not to put all your eggs in Facebook’s basket! Owned media and owning your audience through a blog and newsletter is imperative to maintain consistency in your messaging and marketing.
What experiences are you having with your Facebook posts? What kind of reach are you getting? Are certain posts working better than others for you? Please continue the conversation by sharing your experiences in the comments below!