What is Facebook Organic Reach and is it really dead?
Orgainic reach is how many people can find you on Facebook for free. So every time your content appears on someones screen for free that is what counts as organic traffic. And unfortunately it looks like we’re nearing the end of an era in terms of your organic reach being the best viable option for spreading your brand across social media.
So why the changes?
If you have been running a facebook page over the last few years you have probably noticed a massive decline in your audience engagement on facebook and other social platforms. So you might be wondering why your engagement rates are down. Well the answer came straight from facebook founder Mark Zuckerberg
“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands, and media — is crowding out the personal moments that lead us to connect more with each other.”
So basically facebook are saying that there is too much business and group content making its way on to users feeds and its crowding out the more personal moments between friends and family. So their answer is to start curbing content that business pages post to their audience. So to simplify things if you post a status to your facebook page that has 2000 likes only a fraction of your audience will even see the post. If someone shares your post only a fraction of their friends will see the share and if your audience likes your post virtually none of their friends will see they liked the post.
If you want evidence go to your facebook profile and scroll through your feed. See can you find any interactions between your friends and even one business page. Its highly unlikely you will. Do you remember the days you would see person 1 commented on a specific business post, or person 1 shared or liked a specific business post.
Now lets quickly revisit facebooks reasons for this lack of organic traffic. "posts from businesses, brands, and media — is crowding out the personal moments" That's their reasoning behind it but many in the marketing world including myself suspect that Facebook has an ulterior motive: to get people to start spending more on ads and "promoted paid" content.
Another quick scroll through my newsfeed will quickly confirm that. The second post on my newsfeed is a large paid advertisement. Hardly the personal moment facebook claims they want me to see. Zuckerberg claims Facebook wants to be better geared towards content that builds meaningful relationships but from what I can see they are gearing towards content that makes them money. And to accomplish that they have to seriously restrict the free reach that businesses used to enjoy on facebook.
So the reality is facebook don’t want you to reach your target market without paying to reach it. Social media websites are in the business of advertising. And if you can easily grow an organic following, then you won’t pay them to advertise your business and products.