Trying to increase your organic reach on Facebook but are you bothered by the results? Already thinking of leaving this platform? This is not an option. 

With more than 2 billion monthly active users, Facebook opens up a huge audience. Proper marketing strategies will help you increase and maintain organic reach. 

Of course, the change in Facebook’s algorithm is making it harder for the brand. But you can make the algorithm work for you with less competition and more opportunities. 

Let's sort it in order.

 

What has changed in the Facebook algorithm?

The news feed algorithm changed drastically in 2018. Marketers and experts face a new challenge - which makes it more difficult to attract visitors. 

Now, in 2021, after a series of updates, setting up news feeds has become as transparent as possible for users. 

But what does this mean for brands? 

If Facebook before promoted posts that got a lot of likes on the feed, now, getting your posts to subscribers ’feeds, it’s not enough just to create popular content. This should be of maximum value to your target audience and should stimulate interaction between users.

 

Impact of business page updates

Changes in the algorithm have resulted in a decrease in the rate of organic saturation. Facebook has already acknowledged that it can reduce access to business pages, video viewing time, and traffic. 

Gone are the days when companies could easily get organic. But what can we do today to maintain visibility in our news feeds? 

Despite the algorithm update, engagement still plays an important role. This metric should now be the most important metric for marketers. 

Below are seven strategies to keep your business page active and organic on Facebook.

 

1. Create video content

Research from Facebook has shown that video provides higher engagement and reach than other types of content. 

Video content can help increase your organic reach by encouraging you to comment. 

Videos can serve a variety of purposes. Here are some videos you can include in your strategy: 

●      Expert opinion.

●      Demonstrations of products and services.

●      Entertaining.

●      Educational.

●      Reviews and recommendations.

●      Company values. 

Try creating videos that respond to your users' requests and needs, emotional videos. A Harvard Business Review study found that consumers who are emotionally attached to a brand spend twice as much.

 

Use a signature.  87% of Facebook videos are viewed without audio, so include clear visual cues. This will provide a better user experience and guarantee you more reach. 

Add important information to the first second of the video. They are the most valuable. It will attract attention and encourage people to watch more videos. 

Test. When creating video content, explore what works best for you: create videos of different lengths, topics, use different editing techniques, video tones, and more. 

There are many ways to create interesting video content. Facebook Live offers many possibilities. You can use Facebook Live to promote upcoming events, show you behind your business, showcase your brand values, and interact with your audience in an informal environment.

 

2. Create and encourage discussions

Comments work well for algorithms. However, it can be difficult to engage your audience in a conversation. You can start a discussion by asking a question. Make sure your content and accompanying questions are valuable and relevant. 

Creating a natural discussion about your brand-related issues is a great way to enjoy the Facebook algorithm change for your convenience. 

But this is a very important natural discussion. It is not enough to create content as an "engagement bait" by openly requesting likes and comments. The new algorithm will reduce the popularity of such posts. 

Companies that can create natural conversations will only benefit from changes in algorithms. They, as Facebook asks, go closer to people and create meaningful interactions. 

Encourages Facebook pages to create content that gives rise to discussion if that content is valuable. Offensive posts should be avoided. 

Remember the ability to call directly. Simple words like "Like and share with your friends" can work wonders. 

Facebook lets people see more of their brand's posts if they choose this option in their news feed settings. Encourage your customers to be more engaged and create content that your visitors really need. And if people appreciate your content, they'll subscribe to your updates. This will allow you to promote your content in feeds regardless of the Facebook algorithm.

 

3. Encourage your employees to grow your business

Your employees can also help increase organic reach. 

Employees can be experts in a specific field or be opinion leaders. They can create their own personal brand, and generate more leads and more revenue for the company. In doing so, they also benefit.

 

4. Post more photos and multimedia, but fewer links

The goal of Facebook is to hold users. 

Placing links will not automatically blacklist you, but it will reduce your organic reach. 

Post a variety of valuable content to benefit from the Facebook algorithm change. And since visual content generates 87% more engagement, each post must be creative. 

There are many free tools for creating visuals for content. It includes canvas, which does not require graphic design skills. 

When creating and posting content on Facebook, tag other pages that contribute to your post. It’s not just digital etiquette, it’s a way to increase organic reach by connecting with new audiences. 

Despite the algorithm change, creating valuable content for the audience will ensure growth and engagement.

 

5. Optimize your audience

Just posting content on Facebook is not enough, it is a post or advertisement. It is important to ensure interaction with these posts. 

Instead of having all the content directed to everyone on the platform, you can use targeted locations. In this case, each post is targeted to a specific audience. This increases the possibility of attracting potential customers. 

You can select a visitor after creation. To do this, click on the username drop-down menu below.

 

6. Create a Facebook group

By itself, a business page will not become a place of attraction for engagement, organic traffic, and leads. You can’t do without the costs, including financial costs. Facebook, like other media platforms as well as television, newspapers, and radio, is much more effective when you use the promotional opportunities provided. 

The harsh reality of this claim is evident in the decline in organic reach over the past six years. But that doesn't mean the business page is over. Absolutely not. One way to make them more efficient is to connect them to a group. 

Facebook groups follow the general rules of algorithms, as they focus on common interests and create natural discussions. 

Properly managed, a group can provide you with a small community of highly employed users who support both your business and potential customers. 

Use a Facebook group to: 

●      Promote engagement.

●      Create powerful CTAs.

●      Receive valuable feedback.

●      Notify the audience about new offers.

●      Build trust.

Facebook groups are especially valuable for brands to get the most out of algorithm changes. With a group, you can simultaneously organize events, teach, conduct market research, and build leads.

 

7. Publish content when your visitors are online

When customers post content online, they are more likely to see it. You can use engagement data to know when your followers are most active. 

Open the page stats and go to the "Publish" menu item. In the "When fans are online" section, the days and times of the most active customers are indicated. 

In the "Publish Type" section, you can see the coverage and participation data for each post. It lists published time, reach, engagement, and content type. 

By tracking this data, you can see which publications are published and which are most effective at which times. This will optimize your strategy by surpassing Facebook’s algorithm which prioritizes posts with the most engagement.