Almost three years ago when I started Progressive Social Media, the power of a Facebook Page for small businesses was enormous. You could put out a post, and if you had 1,000 “Likes” on your page, you could rest easy knowing that your message would reach almost every one of those followers who logged onto to FB within the next 24 hours.
Fast forward to 2016, and the landscape for getting an effective reach on Facebook is a dramatically different story.
That same post that reached, say, 800 fans three years ago might yield a tenth of that total. If you’re lucky.
Facebook changed their display algorithm to make to where administrators of Pages had to “pay to play.”
Through Facebook ads, the social media giant encourages businesses to Boost Posts, Promote Your Page, or use one of several other advertising goals. Some forms of advertising with Facebook is relatively inexpensive (as little as $1 per day).
But what if you don’t have the money to spend on Facebook? The answer is to have content that followers interact with, whether that be through comments, likes, or shares. If they see that people are interacting with your Facebook page, they will know that users find you interesting.
If FB thinks your interesting, they are more likely to display your future posts in someone’s timeline who may not normally see them.
Also, when someone likes, comments, and especially, shares your post, that boosts your organic reach.
Here are three posts you can do this week to increase your Facebook Reach. There are many more, but lets start with these:
1. A Funny or Inspirational Picture
You want to catch someone’s attention who is lazily scrolling through their timeline? Post an eye-catching image. Users are much more likely to stop and read a quick message on a photo than they are a block of text describing your latest product or service.
With this client, the reach for a typical post is about a third of what this one reached.
Next time, try a picture!
2. A Short Video
Do you really want to get some bang for your buck? Try a short video.
One client of mine has a fascinating business. People up and down the coast from Georgia to Virginia Beach and all points in between know him as The Plant Man.
What he does is travel along the Atlantic Seaboard, starting in Georgia in the early spring and finishing up around Virginia Beach later in the year, delivering beautiful tropical plants to people at businesses.
One tool I use for him that I have found exremely effective is that of a Video Ad. All we do is string together six or seven photos of the plants he will be offering in a given month and post and Facebook has a tool that puts them in a short video. The response and reach and efficacy of these get more Likes and views than most of my other clients.
3. Go Behind-The-Scenes
Sometimes, people like to see what you do at your place of business. If you have fun, that shows to patrons and to those on Facebook.
Next time something interesting happens at work, snap a quick picture and post it.
These are just a few ways to boost your Facebook reach while spending little to no money. I will explore more avenues in a future article.
What other ideas do you use for Facebook content that drives reach? Leave your suggestion in the comments below, and I may use it (and give you credit) in a future article.