Facebook, being the ruling platform of social media with billions of users, had undergone a change last year. The alteration was made in its news feed algorithm. And the result of this change has been a decreased organic reach.
Organic reach is something wherein the total number of people who are exposed to news feed posts are distributed unpaid.
Did you notice that?
This is a very noteworthy modification of Facebook that most organisations who are regular users might have noticed. But non-profit organisations for whom Facebook is just a part of its social media strategy or may be have probably not noticed this change that has triggered.
Here’s what data says:
To give you a data, it was in 2012 that Facebook grew into a publicly traded company with one of the major objectives being – making a profit. As records say, this social media giant has more than 1.35 billion individuals who log in per month.
Over the years, endless debates and discussions have been conducted regarding how to monetize this massive global reach for its shareholders. Can you guess what it denotes?
Gone are those days when non-profit organisations experienced more than 15% of organic reach. The situation now is that they are experiencing less than 5% descending up to 1% organic reach at times.
Here’s what Facebook has to say:
According to Facebook, this is fine tuning for a better user experience. They are just offering those posts that the users want to see on their news feed. Now you can question, what users like to see on a page of a non-profit organization?
Well, you have to agree that Facebook, through years, has not been transparent. So, the fact is that even if any user likes your organization’s page, he or she cannot view all your posts. Then, what’s the solution? You need to make a payment to increase your page views.
Discussing more elaborately:
It is a known fact that non-profit firms usually promote their fundraising campaigns as they have very limited resources. Sometimes, they also take initiative to raise awareness about their firms among the audience. For such a campaigning, Facebook is a vital platform for them where they have this scope to reach out to a large audience for free. But the new algorithm has limited their chances not providing easy accessibility to page Likers.
So, what’s the way out? Check out some of these points for working around this news feed modification.
- Know the data:
Don’t use Facebook casually. Using the Insights Analytics page, try to understand the data. That will help you to recognize the things those are working and those are not. As a result, you can easily discard those messaging which are not reaching your followers.
- Boost through visual content:
Facebook’s efforts to put a premium on visual content of superior quality is seen when it bought Instagram in 2012. Visual Content connects more with viewers. If you convey the story of your organization visually, you are likely to attract new Likes and increase page views.
- Mobile Devices:
You know anything which mobile accepts. The global world has now shrunk to mobile phones. You might have a good content, but the ultimate outreach would be provided by mobiles. So, make sure, if you link anything on your website to Facebook, it must be smoothly view-able on mobile devices.
According to Flurry Analytics Study the previous year, Americans spend almost 18% of the time on Facebook through mobiles.
- Weekends are best:
On weekends, an increase number of users log in to Facebook and some for a longer period. Most shares also occur during that period. So, the best time to post content is during weekends.
- Use your email list:
Again, for this changed algorithm, there might be some important information that you want to convey to followers, but they are not getting it via Facebook. Let them know this fact clearly and ask them to subscribe to your email list. They would then have this opportunity to know all your plans and announcements that might have missed by just liking your page.
To conclude with:
Besides all these changes, Facebook remains to be the largest and most powerful social media platform where so many non-profit organizations largely depend on. In fact, their complete outreach is based on it. If yours is the case, it is necessary that you consider it as another investment on marketing and make payments for boosting your post.