Facebook organic reach isn’t getting any higher. You probably don’t need me to tell you that, but the latest numbers reveal that the average reach for posts from Facebook pages is at a measly 2.6%, meaning if you have 500,000 fans, you’re reaching about 1,300 of them when you post. When you think of all the time, energy and dollars that go into creating that content, it just isn’t worth it.
That’s why it’s still surprising how much content is being shared by pages organically. They’re talking to themselves and the engagement they do get is negligible.
This isn’t a post about Facebook not working. It’s a post about social platforms changing and what to do about it.
Reassess and Refocus
Facebook reach is gone, and the same efforts that used to achieve reach aren’t doing what they used to do. Now, is the time to stop, reassess and refocus efforts.
- View Facebook as a Paid Channel: Facebook is now purely a media platform, and brands should view it as such. This is a place where brands create content with a specific objective in mind and then put dollars behind that content. It doesn’t have to be a lot, but it has to be something to be worthwhile. Facebook is now a channel for paid distribution and social customer service. Pay to promote and then pay attention to messages and comments your page is receiving to see if anyone needs any help.
- Spend Your Time where Organic Reach Does Exist…For Now: Organic reach isn’t dead everywhere. Platforms like Instagram, Twitter and Pinterest offer non-algorthimic driven distribution, meaning if your brand shares content, the followers you have have the opportunity to see it in their feeds. These platforms don’t have the user numbers of Facebook, and many brands are still building up their followers there. Still, when you can create content and know people see it, that’s content worth creating.
- Algorithms are Inevitable: Not all platforms have algorithms, but there’s no guarantee it will stay that way. In fact, it probably won’t, so don’t gamble. Take opportunities to drive people to presences like your website and email list to sign up. That way no matter what the platforms do, reach isn’t cut off completely.
Organic reach’s decline is only as bad as the way marketers respond to it. Doing the same thing will not yield the same result, so take the time to reevaluate your approach to everything you do.