Although it may not look like it, it can be tricky to stay up-to-date on Facebook.Due to the continuous changes of the algorithm, appeared in News feed Many marketers believe that the era of “having a good organic influence” is over, which makes the world a better place.
The fact is that although content with higher organic performance may be more difficult, it is not impossible to achieve. The reduction in Facebook’s coverage has been changing the behavior of strategies on the platform. This is verified with the results.
Due to the algorithm changes in 2018, the organic coverage of the platform has dropped significantly (a trend that has been maintained since 2014), making it more difficult to feed User news, unless you get a guide.
How to act on Facebook’s changes?
Through the new algorithm, Facebook encourages more “meaningful interactions”, prioritizing posts from friends, family, and groups. These changes clearly show that the platform no longer prioritizes business content.However, it makes sense to analyze this problem arrival, As an indicator of little significance.
Social networks now use other types of elements to analyze publications because they use programming to organize publications. Post, According to the possibility that the user can actively interact with the publication.
On Facebook, there are many types arrival. Organic coverage refers to the number of unique users who view a post, and, to a greater extent, the number of people who enter the page and view the post. Facebook Insight.
Finally, coverage is just a measure of how many users view a particular post. This can be added to paid content or organic content. To clarify, the explanation is as follows:
What is organic coverage?
It is the number of people viewing a publication through a modeless distribution. Organic Reach works similarly to search engine rankings, but Facebook does it based on what you see in other aspects (such as reaction, post frequency, or likelihood of liking a post, etc.).
What is the total range?
It is the number of people who saw the post, including fans and the number of people who did not follow the page. They are data with or without advertisements.
What is an impression?
The number of impressions refers to the number of times a post has been viewed, including multiple views from a single user. The ranking is highlighted here, and engagement may get a higher ranking score and appear in the feed based on what you like.
This ranking creates “more meaningful interactions” with users, which is the main focus of Facebook’s new algorithm.In short, the News feed They are not arranged in chronological order, but the content that Facebook believes is the most meaningful, exciting, or useful to users.
Why has Facebook’s natural coverage rate dropped?
If you have owned or managed a Facebook business page, you may have noticed a decline in coverage and metrics, especially since the changes last year.
Now that the algorithm has become more selective, it has been developed in a way that makes marketers and business owners worry about audience reactions. Facebook’s ultimate goal is to ensure that content generates meaningful interactions.
Since then, according to the Facebook marketing report, overall Facebook page engagement has dropped by 50%. However, even with the above data, it is still possible to increase Facebook’s natural coverage. All it takes is to apply the right strategy.
Effective techniques to increase Facebook’s natural reach
1. Publish native video
Utilizing one of the most attractive and easy-to-implement content formats (such as video) can be an advantage. Compared with linked posts or even photos, native Facebook videos achieve a higher organic visit rate. Native video can help increase users by 135%.
The trick is to provide valuable and compelling information within the first 3-5 seconds of the video to attract viewers. In addition, the video should focus on the community.
To increase the natural reach of Facebook, you can also use another video format: live, live, or live. According to Socialbakers, as many as 80% of brands have gained greater natural influence through Facebook live video compared to native video.
Because of their great potential to trigger conversations, they get 6 times the amount of interaction than ordinary videos. Users want to interact with videos, so they spend three times more time watching live broadcasts compared to non-live videos.
3. Multiple formats
Although video can enable rapid development of natural coverage, it should not be the only content format used.Formats in mixed publications are essential for maintaining feed Attractive and interested public.
The more interesting and diverse the content, the more likely your followers are to share it, thereby expanding your influence.
Some implemented formats:
- Picture without link
4. Publication management
It is important to have management personnel and a certain amount of time to release. This helps increase coverage. For this, it must be published based on the behavior of the audience.
One way to find the best release time is to study past performance data and start forming interactive patterns.
5. Goodbye “Clicbait”
Although using clicbait is “tempting”, you should avoid it. This type of exercise will not help you gain more natural impact; in fact, it will do the opposite because the post will be downgraded and hidden.
This means that when you publish poor quality content or questionable information, it will attract the attention of the platform, not a good way.