What is Facebook Organic Reach and why does it matter?
Facebook organic reach is the number of people who had an unpaid post from your Page enter their screen. Organic reach can be broken down into viral and nonviral:
- Viral: The number of people who had any content from your Page or about your Page enter their screen because their friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page.
- Nonviral: The number of people who had any content from your Page enter their screen. This doesn't include when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page.
To simplify, nonviral includes what you see in your Newsfeed because you follow a page.
So why does Facebook Organic Reach matter?
To be honest, most businesses I speak to do not have the money to constantly run Facebook Ads to push their page, content, or product/service into the Newsfeed of their desired audience. It’s as simple as that.
Nonviral Facebook Organic Reach is their primary aim. They want their posts seen by their fans in their Newsfeed. Just like it was in the good old days of Facebook, before Facebook Ads or the Facebook Algorithm. When they were able to put up a post and have it seen and the people buy from it. Oh the memories!
Viral Organic Reach on Facebook is important for growing their audience. They want new fans, new clients. They want to improve their social proof with an increased number of fans.
Is Facebook Organic Reach really that necessary?
While the statistics are old, let’s look at just how many business pages rely on Organic Reach rather than ads. The latest statistic on how many Facebook Pages there are dates back to 2015, at that point there were at least 50 Million Facebook Business Pages. Of those 50 Million, 4 Million (as at 2016) were advertising on Facebook. That’s eight percent of Facebook Pages who run ads. Which means 92% rely on Organic Facebook Reach alone.
Not only does that number alarm me but it says that this is important.
So why isn’t Facebook Organic Reach taken seriously?
I’m not sure that most Marketers or social media coaches understand what it is and what proportion of the Facebook Business marketplace relies solely on organic Facebook Reach. I have to be honest; I didn’t until I did some research. What I did know was how many people came to me for help or downloaded my ebook on it. I knew how many people had attended my workshops and completed my course. All of these numbers pale into just how many Facebook Pages do NOT advertise.
The other issue is that when you do a search for “Facebook Organic Reach” on Google you end up with millions of pages telling you how reach is falling and Facebook Pages are dead. The thing is that with page numbers tripling from 16 M in 2013 to over 50 M in 2015, it seems that Pages are most certainly alive. With 92% of these pages not advertising, why would anyone believe that most of them can’t afford to advertise? And who says reach is falling?
Below are the insights of two of the Facebook Pages I still manage, I no longer offer social media management as I would rather put these skills in the hands of the 46 Million or so page owners who need it.
These are not once off. These are regular numbers. If you look back through my Facebook Page, you will see. I’ve taught countless businesses how to do it for themselves. So why do businesses continue to believe the lies that pages are dead and reach is falling?
I honestly don’t know because everything I see and do points the other way.
How do I get it the high Organic Reach on Facebook?
I’ve run Facebook Pages since 2011. I’ve seen the introduction of the Facebook Algorithm and Facebook Ads. I’ve learnt through those years and these changes how to manipulate the Algorithm and what to post on Facebook. I’ve learnt what content is best posted at which times. I’ve researched the psychology of social media, Facebook, and engaging posts. I’m not sure that those sources saying that Facebook Organic Reach has dropped can say the same.
But in the end, does Facebook Organic Reach truly matter?
It does. To 92% of Facebook Page Owners, this is the only way their posts, products, & services will be seen. When over 90% of a market relies on one way to market themselves, that makes it important. These people need to know that the time they’ve invested isn’t lost. They need to know that the ‘random’ success they’ve seen is actually repeatable. They need to know that as the majority, this matters and is feasible.