Over the past 3-4 years, most of us have noticed a significant decline in our Facebook engagement and organic reach.
In 2018, Facebook made an announcement that they are changing the algorithm and they stated: “We are no longer about content, we are about meaningful engagement”.
Over the next year, Facebook business pages saw significant drops in reach, and it’s been the case ever since.
Here we are in 2022, and we’re starting to find brand new techniques to overcome the lack of engagement with a specific strategy that is working very well.
FACEBOOK REACH IS ABOUT BEING TOP OF MIND
According to information shared by Michael Stelzner of Social Media Examiner “Facebook is not a big focus for driving traffic – it’s about being Top of Mind – being in front of your prospects and customers.”
In order to be top of mind, people have to see your content and right now, Facebook is showing us that text-based posts with colored backgrounds are reaching a lot more people.
Facebook has said it’s about “community and engagement” and not so much about content anymore, and this makes sense if you think about it because they want to keep people on their platform as long as possible. They don’t prioritize posts that have links that take people somewhere else because that means they are going off of Facebook to consume content.
That doesn’t mean Facebook won’t allow you to post links or that you should never share links, but the algorithm favors posts that keep people right where they are, so this is important to keep in mind.
Video is still important and adding in some of these text-only posts can give your videos a boost when more people are commenting on your other posts. This is a way of training the algorithm to work in your favor.
YOUR FACEBOOK PAGE & YOUR CUSTOMER JOURNEY
Your Facebook page is mostly now best used for being a top of funnel strategy. That means thinking about it as a place where people get exposure to you on a regular basis for brand recognition and staying top of mind.
In other words, you want to create content that gets conversations going and gets your followers commenting and sharing your posts, rather than just posting content. This is what Facebook considers “meaningful engagement” so we have to keep that in mind.
The best way to do this right now is to use text only posts that have a colored or patterned background and you’ll see this when you go to create a post on Facebook (not possible to do on a 3rd party app that I know of) and you’ll see the option to select from a few dozen backgrounds. Some are solid colors, and some have colorful patterns.
You can do this from mobile or desktop and when you go to write a post, select the background you want. There is a limit to the number of characters on these backgrounds, so these are best used for asking questions you want your audience to answer or for sharing a short message where you want to get a response from your followers.
We don’t recommend using these as your only form of content but test it out 1-2 times a week to see how it goes. Mix it in with your other forms of content such as:
- Videos (live and recorded)
- Motivational quote graphics
- Content posts where you share a helpful tip along with an image
- Infographics or whatever other types of images your audience responds to
- Share other people’s content that relates to your niche
HOW TO 10X ORGANIC REACH AND ENGAGEMENT ON FACEBOOK
On episode 248 of The Wellness Business Podcast you’ll discover:
- The types of posts that are getting more than 10x engagement for us right now, so you can use this simple strategy too to boost your organic reach
- How to incorporate this simple posting strategy starting today to see a boost in reach and interaction with your followers
- Mindset shifts in how to use your business page for your marketing purposes and the role it plays now in your overall business plan
You won’t want to miss this episode if you’ve had questions about how to increase your organic reach and engagement on Facebook with the changes that are always happening with social media.
Links/Resources mentioned on the show:
Social Media Examiner YouTube video: How to Improve Facebook Reach and Engagement
Links to resources:
