Facebook reach is a metric that is pivotal for marketers to comprehend. Facebook reach is the number of people who see your content and measures your brand’s effectiveness in reaching your target audience. Not everyone will see all of your published posts and not everyone who sees your published posts likes your Facebook page.
Facebook reach can be categorised into the following:
- Organic: This is the number of people who saw your content in their News Feed
- Paid: This is the number of people who saw your paid content i.e. Facebook Ads
- Viral: The number of people who saw your post or Page mentioned, liked, commented or shared by a friend
You should approach your Facebook marketing strategy organically and track that metric, while also tracking paid reach metrics regularly. It can be difficult for your page or posts to get lost as Facebook’s News Feed evolves and people are liking more pages. News Feed shows content that is most relevant to the individual. Exposure becomes competitive!
Facebook uses an algorithm to determine updates to display in an individual’s News Feed. Furthermore, individuals are also able to control and prioritise what appears on their News Feed and determine what posts they will see first.
Facebook considers a number of factors when determining what to show in an individual’s News Feeds:
- When the post was published and whether it is trending
- The number of post comments, likes and shares and whether others are engaging with it
- How often the user interacts with the Page that posted
- Individual’s past interaction with the same post type and their behavior with text/photo type posts
Here is what you can do about it:
- Optimise your content strategy so that your posts and updates reach more people
- Build a relationship with your followers and engage in conversations/responses as Facebook considers the connection between the user and the Page
- Create content that is relevant, educational, adds value, entertaining and reflects your business objectives.
- Don’t over do it with promotional posts and include social updates as part of your content strategy!
- Optimise your target audience using Facebook’s Audience Optimisation and target your posts to reach the right people