We the people
Organic reach on Facebook has been a much discussed topic. Depending on who you talk to, it produces a range of emotions. Some people find Facebook’s tweaks to how their organic reach algorithms a minor inconvenience. Others find it the greatest advertising swindle in recent times.
With news emerging over the last few months that Facebook may even introduce a new newsfeed for non-Paid content – the Explore feed – the debates around an organic posting strategy have re-emerged.
So when is it right to post content purely organically? And, conversely, when is it right to back your content with Paid media support?
Quick stopover at the Social Media glossary:
Paid Media / Reach / Impressions – put simply, anything described as “Paid xxx” refers to when you pay to reach a certain target audience with a certain piece of content or advertising. See also “Boosting” content, which refers to taking an organic post & applying Paid media support to it.
Organic Reach / Impressions – put simply, this refers to any post or piece of content that gets posted out without any Paid support. This will be posted to people who either Like or Follow your page.
Sounds so simple, doesn’t it?!
Sadly, much like a lot of things with Facebook, it’s really not that straightforward.
Facebook has been actively seeking to reduce brand’s ability to reach their own organic audiences. This is a great article on the subject from the guys at HubSpot.
We won’t go into the reasons behind this here (it involves those green pieces of paper with dead presidents on them in case you’re wondering).
The thing you need to know as an advertiser is that creating & posting organic content could be a massive waste of your time & energy.
Because there’s a huge chance no one will see it. The organic reach of most pages these days ranges from 1-4%. The top end of that will be pages posting highly engaging organic content multiple times a day. Think Buzzfeed or LadBible amounts of volume.
Given that every brand, page, publisher and friendship groups are all competing against each other, your organic Facebook content as a brand has to be super sh*t hot to make it through the noise.
Facebook grades & measures everything entering into the Newsfeed based on a huge amount of criteria (which is here by the way). This criteria determines how relevant and desired that piece of content is to you as a user.
This approach is paradoxical. Content that has more engagement (likes, views, comments etc.) will get more visibility. But if no one sees your content, then how will it receive engagement?
As a result, a brand is only ever really able to show about 1-4% of its own “audience” its content. That’s why when people talk about Likes on a Page not counting for anything – they’re not wrong.
Chances are you’re actually producing very good content, even if it doesn’t get anyone engaging with it. Whilst that sounds very counter-intuitive, if you’re posting content organically you have:
You may be producing the right content but for the wrong audience. As such, it would be wrong to assume that your organic content that doesn’t perform well shouldn’t be supported by Paid in the future.
It would also be wrong to assume the approach of posting a range of content organically & boosting the best performing ones works every time.
Like any good test, you need constants to measure the results against. Posting content organically does not provide this, as you have next to no idea as to who your content is actually going out to.
Because of this, the only way you’re going to get to a fair method of assessing the quality & success of your content is by putting it into a Paid trial.
Moving towards a Paid test can allow you to test the same creative amongst a number of different target audiences that you’re in more control of.
Testing out amongst different audiences will then allow you to see what content is performing well or not & which audiences are most receptive to certain pieces of content. And which ones aren’t.
From these results, you can start feeding back the learnings into the creation of your content, optimising & improving that to ensure it resonates as much as possible amongst your own target audience.
With Social Acumen, measuring this activity couldn’t be simpler. Our scoring system clearly shows you where your posts have been successful. You can then use the scores to compare and contrast the performance of your posts. And with our insights generated instantly, you can get a clear picture of what you need to do improve in each of the 5 areas.
To discover more about how you can use Social Acumen to improve your Facebook advertising – click here – https://socialacumen.co/
It’s been tough to go onto any Social Media platform and to have avoided click-bait recently.
Facebook has proven itself to be a pretty reliable source of driving link traffic. Which is why it was no surprise that marketers & publishers alike both embraced click-bait style article headlines in order to drive traffic.
However, Facebook has clamped down on this in the past 12 months. This has been in an attempt to create a better quality experience for its users.
Because of this, click-baity articles should not form any part of your marketing & advertising strategy on Facebook.
Click-bait(ing) is a method of trying to attract clicks to your site by placing vague or over-exaggerated statements on your ads.
Articles of this nature can often be incomplete, misleading or incongruous statements that don’t actually have much reference to the site page that you’re being driven to.
Facebook goes further in its description of these articles. They claim that any link headline that deliberately withholds information from its audience is classed as click-bait.
The example below shows what this is nicely:
Facebook have surveyed their users who find these sort of articles are “misleading, sensational or spammy.”
This is not untrue. To be misled to an article page that has little to no interesting value as claimed by the article headline is deeply annoying & a waste of time for all involved.
On a more cynical note, Facebook potentially views these articles negatively as they can take their users out of the Facebook experience.
Regardless, if you as an advertiser try to use click-bait style headlines, it will result in a decrease in future distribution.
This can be lifted once you stop using click-bait style articles. But anything that could potentially affect your organic distribution at the moment should be avoided, given how difficult it is currently to achieve high organic reach.
Driving effective link traffic is all about creating a compelling reason for your target audience to take action. Think hard about the relationship the caption, image and call-to-action all have with one another.
We’ve highlighted these elements below. Making these 4 elements below work together will be critical in ensuring your Facebook ads generate as much link traffic as possible.
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This blog post draws upon the insights generated by Social Acumen which can be accessed at the click of a button. To sign up to Social Acumen just follow this link https://app.socialacumen.co/
Facebook video is one of the best way of communicating a message to your target audience. Facebook themselves have invested heavily in video content and have made it their medium of choice in recent years.
However, the issue with video on Facebook comes down to attention span. Most Facebook target audience’s have the attention span of a golden retriever. If you are going to consider posting videos on Facebook as part of your advertising strategy, then you need to ensure:
“Giving your target audience a compelling reason to watch your video is key”
Getting people to watch your video is all about giving them a reason to do so.
Adding a simple amount of text on your video can ensure that the main reason to watch it is landed clearly.
The example below may have gone ignored by most of its target audience had it not had the reason to engage clearly stated up front.
This is particularly important for mobile devices where the screens are smaller and the action harder to see up front.
If you can add a compelling reason to watch a video through adding some text on it, you’ll get more people watching it and therefore more chance to watch until the end.
The easiest way of getting people to watch your entire video is by making it as short as possible. Research has shown that average view duration of Facebook video is around 18 seconds. In our experience however, we’ve seen this be more around 10-15 seconds.
Therefore, if you’re going to post Facebook videos that are longer than 15 seconds you may struggle to get your target audience to watch it.
So ensuring that your videos are short, punchy and land their main message as quickly as possible is a great way of doing this.
“Facebook videos that are longer than 15 seconds you may struggle to get your target audience to watch it.”