Let’s talk about the one thing the marketing online machine fuels: traffic.
Without it, in digital space, you simply can’t make progress.
Great content will not matter alone. Great content alone.
It won’t matter fancy transforming funnels.
It was not so hard to drive traffic to your website when the SEO landscape was less competitive.
Things changed. Things changed.
Now, even in very niche markets, search traffic is more competitive than ever.
The positive news is:
Social media have matched search engines and in some cases outperformed them to reach a large and relevant audience.
Parse.ly found that social media accounts for 46 percent. 41.2 percent of the traffic is represented by Facebook alone.
What Exactly Is Organic Reach On Facebook
The number of people who view your content without a paid distribution is organic reach. This includes individuals displaying your posts and your Facebook page.
Paying reach, on the other hand, includes people who view your content through paid promotions. The ad targeting options influence you and can also get organic reach on Facebook likes.
But it isn’t that straightforward.
It has a lot to do with how people deal with your content.
However, Facebook allows for all interactions,
Why Facebook Organic Reach Is Declining
Two main reasons exist:
- More content is published than news feeds are available for display. More than 30 billion content pieces are published on Facebook every month.
- Only the most relevant content is provided by Facebook for every user. The content shown is tailored to each user’s individual interests to improve engagement and optimize user experiences.
Can companies continue to succeed in this organic decline? Absolutely. Absolutely.
Tons of traffic from Facebook can still be received.
The fast-growing ad platform of the network has somehow reduced damage to people who have used it. The count of advertisers has exceeded 4 million to date.
Do marketers really need to worry about organic reach knowing this?
Why do you need to reflect on the organic decline?
For a number of reasons, organic reach is important.
Reason 1: Nourishing more conversions and organic
Many people use social media for brand consciousness purposes only.
That’s okay – but it gives you plenty of opportunities to bring your business results.
One of the missed opportunities is lead generation.
It is also the cornerstone of every successful marketing campaign.
You must attract and funnel potential purchasers into your sales funnel. It won’t cost you anything other than time and effort when you do that organically.
The costs of converting potential purchasers into actual purchasers will in turn be lower.
This is because snowball tends to be the result of an organic campaign. This makes it possible to add context to your campaigns by adding more individuals to your content.
The more organic you have, the better the funnel you produce and convert.
Reason 2: To keep your paid campaigns low per click
Yes, one of the most intuitive and impressive ad products we’ve ever seen is Facebook’s ad product.
And yes, each marketer’s dream is the sophistication of the audience.
AdExpresso analyzed the average ad cost throughout the year 2016 for over 100 million dollars in ad spending.
As you can see, if you master the other variables the average CPC for ads could be very low.
But here’s the deal:
You can spend just as easily on Facebook ads without a return.
This means that organic reach is critical to increase the efficiency of your ads and to increase your promotional dollars.
With that said, let’s look at how Facebook’s news feed algorithm works to surface content.
Then we will explore a number of strategies to increase the organic reach of your page.
Understanding Facebook’s News Feed Algorithm
Hundreds of thousands of factors decide which posts appear in the news feed of a user.
Adam Mosseri, vice-president of Facebook News Feed, explains how the surface content works.
He reports that four steps are focussed, which he likes to analyze a menu:
- Inventory – What’s on the menu?
- Signals – Is it lunch or dinner time?
- Predictions – Would she enjoy the salmon?
- Score – Place an order.
What is the ultimate objective of Facebook for news feeds?
Facebook takes great care of its users, as other platforms do. It wants its experience with high-quality, relevant content to be continuously increased.
Overtly promotional content is not good for users so this type of content has been criticized.
To complete this, Facebook cuts publication traffic for content generated by users.