Your reach has gone down on Facebook. A lot. It’s not just you, it’s every brand page out there, and it’s only getting worse. There are some ways to influence Facebook reach, and of course paid Facebook ads will guarantee some visibility, but organic reach will never be the same.
I’m here to tell you that it’s our fault. It’s yours, it’s mine, and it’s so many of the big brands out there. It’s our fault that Facebook is limiting our organic reach. I know, I was shocked when I heard this at a recent session at SXSW but I grew to not only accept it, but to embrace it.
Why Is Facebook Limiting Our Reach?
Yes, they make money if we pay for ads, that is a given, so it is largely to encourage more paid ads. But we don’t give them money unless we are confident that there is an engaged audience at the other end. Facebook is still the king of the social world, no doubt, but there are also a lot of questions around a growing lack of engagement with some audiences.
At this point, just about every brand is on Facebook and so many just don’t know what to say to their audience. As a result, they are flooding users’ news feeds with irrelevant and unusable information that does not actually fulfill those users’ needs. There is just too much “junk” to sort through. So, Facebook had to take on the responsibility of sorting through all the content – relevant and irrelevant – on behalf of their users in an effort to keep their experience relevant, engaging and fulfilling.
Facebook is using algorithms to determine which of your posts is most relevant to each individual, based on past and present interactions and by the type of content presented. It’s their way of cutting through the clutter so their users continue to feel like Facebook is useful and relevant and meeting their needs. Without happy and engaged users, Facebook is nothing, and brands have no reason to pay for reach.
Keep your content relevant and useful and all about the customer, and help us all make Facebook a better place where organic reach is still attainable!
Contact Rewards Network to learn about more ways you can connect with your customers in relevant and meaningful ways.