Are you happy with your Facebook reach? If your Facebook page is currently performing to the average standard, only 5 out of every 100 people in your audience are seeing your posts.
Not enough is it?
If you want to increase this, you can boost it immediately by using Facebook Ads, or you can work on your organic page content so that it is hitting the ranking signals. Organic content is basically what you post without using paid Ads or boosts.
The ideal strategy would be to do both paid and organic posts to promote your business. But we are just going to focus on organic growth today.
So here are the 4 signals that are driving the Facebook algorithm in 2021 and what you need to consider if you want more than the average 5.2% reach:
1. Recency – newest posts are placed higher in the feed. Posting when your audience is online will mean that they are more likely to see your posts and that your content won’t get pushed down the news feed.
2. Popularity – how many likes/engagements your posts get. Post content that resonates with your audience so that they are more likely to react to it. What are their pain points? What are they passionate about? What grabs their interest?
3. Content Type – video, link, image, text etc. What does your audience interact with most? You are not going to know this without testing each content type and seeing what gets the best reaction.
4. Relationship – who a user typically interacts with (person, business, public figure etc). It makes sense that most people interact with friends/family/people more than brands. Use your content to get people talking to each other – Facebook ‘bumps up’ posts that trigger a lot of conversation so they in turn get more reach. Create posts that people will want to share and discuss with their friends.
Regardless of what others may tell you, there is no way to ‘beat’ the algorithm. It’s not an obstacle that you need to try and avoid or beat, it is a list of rules that guide you to creating the best content and which in turn achieves maximum engagement.
Need help with your Facebook marketing strategy? Get in touch.