Organic Reach Down on Facebook
Latest statistics reveal that Facebook now accounts for almost 24% of all traffic generated through social media links. Which makes it somewhat concerning that the social media giant’s organic reach, which refers to how many people your content can reach for free on the site, has been steadily declining in recent years. Publishers have gone from reaching 16% of their fans with any given post on the site in 2012, to 2.27% in 2015, with no end to the downward trend in sight.
According to Facebook, there are two key explanations for this decrease in organic reach on their site, both of which are connected to the explosive growth Facebook is still experiencing. Firstly, they highlight the fact that more and more content is being shared on the site which means increased competition for space on user’s news feeds and, in turn, less organic reach.
Secondly, they point out that Facebook has evolved into something more than a site purely concerned with connecting friends to one other, with many people now relying on the site for news and interesting stories. With this in mind, Facebook can no longer simply post all of the content published on the site in chronological order to every user’s newsfeed, with visitors to the site craving the content that is most personally relevant to them to be shown first. This means that much of the content published on the site doesn’t go far, with Facebook’s algorithms deeming many links to be unworthy of a spot on any given user’s newsfeed.
There are thousands of factors that influence what content is seen on a user’s news feed. What is becoming increasingly clear, however, is that published content must now be of the highest quality to have any hope of ever effectively reaching its intended audience through organic means, with originality an absolute necessity. At the end of the day though, any post that doesn’t garner user interaction in the form of comments or user shares is very likely to disappear into the abyss, never to return.
Ultimately, when considering your site’s Facebook presence, it would not be amiss to act under the assumption that organic reach on Facebook will eventually spiral down to 0%, and, considering this, it may pay to either take more time out in order to produce truly outstanding content or, alternatively, to literally pay Facebook to promote your content.
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