Why Facebook Organic Reach is Extremely Difficult

With the many other social media platforms out there, businesses are giving up on Facebook and moving on to what they think are bigger and better opportunities. While I believe ditching Facebook is a really bad decision and there are ways to grow organically still, there is a reason why businesses are jumping ship. Facebook’s algorithms are making it extremely difficult for businesses to grow organically.

Facebook isn’t trying to be mean to businesses and force them to pay for advertising, although that is a big perk since many businesses who choose to stick with Facebook pay to grow. There are so many Facebook users and brands on Facebook that it takes a lot of management and algorithm updates to ensure the news feed does not become overcrowded and too messy to deal with. Especially since there are more than 18 million business pages on Facebook that are all trying different methods to get their content more exposure.

Image from BufferApp

Image from BufferApp

The algorithms have hundreds of thousands of ways to determine what shows up on users’ feeds. This is why it has become too difficult for businesses to figure out an exact method to get their content and brand noticed by thousands of users. There are four things that affect the content that is seen:

  • What kinds of posts receive more interaction from users
  • Device the user is accessing Facebook with
  • The speed of internet the user has
  • How the user interacts with Facebook ads
  • What posts a user chooses to hide or report as spam

Here is the good news! A small reach does not necessarily mean that you are not doing well on Facebook. Instead, when you look at metrics, you should measure traffic to your website, leads, and buys from customers as a result of Facebook. If these are contributing at all to your business’ growth, then you should stay on Facebook and ignore how big your reach is.

For a better chance of exposure on Facebook, you can look at my previous Facebook posts and try this odd tactic – do not post at peak times. There are many guides about the best time to post on Facebook and other social network sites. I even have articles about this! However, many businesses are saying they are having more success by posting at non peak times. The thought is since there is little sharing from other users at these times, your content will get noticed more by people who are on Facebook. This is further proof that sometimes a small reach is not detrimental to your Facebook marketing time.

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9 thoughts on “Why Facebook Organic Reach is Extremely Difficult

  1. It’s funny…I wasn’t purposely posting at off-peak hours, but it just happened that those times were when I was free and ready to interact with users. Those posts did see quite a bit of interaction…often more than the posts that all these social media gurus claim are the best times. I like this advice and now I think I’m going to purposely post at weird times to try to get a better organic reach.

    • Exactly! One time I got on my client’s Twitter later than normal to schedule posts, but I also posted a few things in real time. I was surprised when I got great interaction from them! So now I post at those times as well. Experimentation is good!

  2. Off-peak posting never occurred to me. That is brilliant and I buy it.

    I’ve not given up on FB, but I have an idea about what it takes to be successful there.Basically, we just publicize to Facebook and don’t worry about it. Because in order to build a big page, we’d need to take all the time we spend on WordPress, Twitter, Pinterest, and StumbleUpon combined, and just spend all that time on Facebook. Or give them money. If you’re looking to invest real time and get a return in real attention, Facebook is not a good investment at this point. It’s inefficient.

    • Thanks for your comment! It is difficult to find the time to put into Facebook, especially when organic reach is dying. But it is a good idea to reserve at least thirty minutes a day checking the page for comments and interacting with those people. You should also post at least once a week, but no more than once a day, to keep it updated.

      • We just publicize everything to our fan pages. Sometimes that means four a day.

        Mostly what I use FB for at this point is private chat and groups. It’s an awesome tool for coordinating. I don’t spend time interacting with my fan page peeps, though.That time is better spent visiting 5 blogs or Tweeting, IMO.

  3. I understand, but you probably should spend a little bit of time each week replying to comments on your fan page. Those people chose Facebook as the platform to connect with you and they shouldn’t be ignored. I look at it as this – if someone called a customer service line to talk to somebody and they were put on hold indefinitely, that would create a negative impression of the business. Whenever you have an online method of communication that is branded, it needs to be regularly checked and interacted with.

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