Organic reach on Facebook has been dropping since February of 2012, but there’s been a lot of buzz lately about the decline and what it means for brands. Facebook consistently changes its newsfeed algorithm, but the organic reach per fan has dropped—from 16% in February 2012 to 6.5% in March 2014—for most pages.
That’s a huge drop.
But there’s good news, and this is it: you’re still going to be able to reach your most engaged fans, most interested users, even with the decline in organic reach.
Facebook has been pretty transparent about the changes since they began making announcements about organic reach decline in October. Facebook’s Product Manager, Chris Turitzin says:
“Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.” –Source, InsideFacebook
Facebook’s newsfeed-algorithm tweaking is all about filling newsfeeds with what’s popular, tailoring each user’s newsfeed to what he/she wants to see. Turitzin also says:
“Many Page owners often ask what kind of content they should post. This is difficult to answer, as it depends on who your audience is and what they want to see.” –Source, Inside Facebook
The people who consistently show interest in and engage with your Page will continue to see your content. But you probably still want to think about how this drop in organic reach affects new fans of your Page, who perhaps haven’t begun to really engage with it. Facebook Ads are an option (some would say a necessity) and, compared to other forms of advertising, very inexpensive. The cost to reach 1,000 people through Facebook Ads? 25 cents. 1 quarter.
You can also use Facebook’s analytics tool, Facebook Insights, to improve your marketing strategy. Insights can show you what kinds of posts are working—getting the most engagement—and what kinds aren’t as active. You can use that information to create more popular posts, weeding out the kinds that are less likely to reach your fans.
What do you think about the change to Facebook’s organic reach? Do you use Facebook Ads for your business page?