We’re AMAZED how many people say Facebook is “pay to play”. It’s absolutely not.
Now, if you’re trying to sell either yourself or your services to people, then yes, it is. Because that’s an ad – even if you’re trying to hide it in a post with a great photo or clever copywriting.
And people don’t want to be advertised to on social.
But when you invest the time and resources to consistently create content that puts your followers first, and you deliver it in a way that’s entertaining, engaging and adds VALUE to their lives – without them having to buy your products or services – your organic reach (how many people see your posts without you paying) will be just fine. (that run-on sentence on the other hand…)
Our clients that have done this average 30-300% organic reach (depending on their size) and all regularly have posts that go well beyond 100% (and no, giveaways don’t count).
Or at least they did. Until a couple weeks ago.
That’s because Facebook changed the way that they are reporting Organic Reach.
Here’s the crux of it from the article:
The new definition counts organic reach when an unpaid post enters a person’s screen. Previously, organic reach was counted when a person had an unpaid post placed into their News Feed, whether it entered the screen or not.
So, before, your piece of content would count as having “reached” a person if it loaded in the bottom of Facebook, even if they never actually scrolled to it.
Think about how many people land on the home page of Facebook then immediately go search to dig up dirt on a crush, or hit a Page they manage, or go shopping on Marketplace before ever scrolling. There’s a lot of content that loaded down below that was never seen but yet counted as reach before.
Now, Facebook isn’t telling us what kind of percentage that is, but it’s likely a chunk.
The good news is it doesn’t matter at all.
Because it actually has zero impact on the actual impressions you were making. You just now know more-accurately when something you posted actually came across someone’s feed.
Organic reach was and still is a good metric to know if Facebook thinks your content is landing with the audience (it goes down if you’re not consistently putting out good content as judged by the audience), but once this settles, you’ll have a new benchmark.
The real metrics you need to be watching are your shares, comments, and likes.
These are the metrics that tell you if your content isn’t just “landing” in someone’s feed – it tells you if the content is LANDING.
Meaning, it is having the impact on the audience that you want.
Focus on improving those metrics is the #1 thing you can do to improve your effectiveness in social.
Just always remember:
How you win them is how you keep them.
Giveaways used to be able to grow the number of people on a page, but they’d leave as soon as you started talking about the usual boring things.
Win them with great content and they’ll stick around for more great content.