Have you heard the news?
Well, let me back up. Calling this news might be a bit of a stretch.
But it seems to be a hot topic on Facebook these days, so it’s a good time to take a look at it.
Facebook organic reach for pages is down. Way down. It’s been happening since late last year, but it’s gotten much more noticeable lately.
And it’s intentional on the part of the people at Facebook.
Honestly, it shouldn’t come as a huge surprise, though. Because – just like you, if you’reusing social media to build your business, Facebook is also a business. And as a publicly traded business, its success does depend on its ability to keep its shareholders happy.
So in a move to increase profits (among other reasons which I’ll talk about in a moment), Facebook is decreasing organic reach for Fan Pages in an effort to force brands to use their paid advertising services to reach more fans.
It’s easy to get up in arms about this, but I don’t think it’s necessarily a bad or greedy thing. Nor do I think decreased Facebook organic reach is something to get upset about. And I think there are a number of things you can do (besides paying to increase your reach) to continue to boost your brand’s reach via social media.
Why Decreased Organic Reach on Facebook Isn’t Bad
Once upon a time, it used to be that fans could expect to see, on average, about 1500 different updates if they were to look at every single update in a given day. Hence the need for some way of filtering in a meaningful, useful way.
Well – some experts think that’s increased nearly 10 fold. As in, if you have a lot of friends and connections to brands, you could have more than 15,000 posts in your Newsfeed on any given day.
It’s just not possible for every person to see every single update. And any time a brand posts on Facebook, another brand’s reach is decreased. Multiple that by the thousands of brands engaged on Facebook in regular and valuable ways, and there simply has to be a way to rank which brands’ posts get shown and which don’t.
Why Getting Angry About Facebook and its Decreased Organic Reach Is Bad
If you’re spending your time getting upset about Facebook’s change in its structure, let me suggest that you find something more constructive to do.
If you’re spending time being frustrated with Facebook, that’s mental and spiritual energy that is taking away your focus on your business. More importantly – what you focus on is what you bring about. So if you’re focusing on the things that anger you, you’re more likely to be creating that within your business.
Anger at Facebook isn’t going to bring you more clients. It’s not going to help you serve your clients more effectively. And it’s absolutely never going to help you build a life that allows you to achieve your highest potential.
How You Should Respond to Decreased Organic Reach
If you’re serious about building a business, there are a few things you should be looking at.
#1 – Facebook shouldn’t be your only (or primary) social network.
If you’re using Facebook as your only online presence, stop. You need your own website using your own domain on a paid hosting service. Period. Don’t build your business on borrowed land, which is what you’re doing when you use only free services you don’t control.
#2 – You must be creating quality content your fans want to share.
More than ever, quality content matters. The best free way to boost you organic reach is to have content your fans engage with, comment on and share, ensuring that more people see it.
#3 – Consider learning about how to use Facebook’s paid advertising structures to grow your business.
Facebook ads may be a great way to continue expanding your reach and growing your business. With so many businesses deciding to pack up and move to other still-free platforms, now is a better time than ever to look at ways to let your voice be heard!
Ask yourself – is your own frustration simply because using paid advertising on Facebook confuses you and you don’t know how to use it?
If that’s the case, be sure you sign up to receive my updates. In my next article I’m going to cover some of the recent changes Facebook has made to its ad offerings.
And if you’d like to talk more about your specific business and how you might use Facebook ads more effectively, send me a message – I’d love to help you.