Surely Facebook administrators always want to increase Facebook reach, making their posts reach the maximum number of people possible.
A brand's Facebook reach is the basic indicator that you need to pay attention to, in addition to other indicators about comments, likes, shares... Improving Facebook reach is extremely important, because if this strategy is not focused and implemented, the content of your article, no matter how good, will become useless, as if the article is in personal mode.
Besides, if you want to increase reach and expect your article to gain a lot of interaction, you must make sure that the content is interesting and "stimulates" readers to "do something" with the article.
If you're confused and don't know what to do with your approach, you'll be happier knowing that it's not your only concern.
In this article, we will try to understand the meaning of Facebook reach and how it can help grow your brand, specifically in terms of Social Media marketing strategy.
This concept is quite easy to understand, but it has quite a few aspects to consider.
Facebook reach is a measure over a specified period of time.
To be clear, Facebook doesn't have an accurate way to track exactly how many literal "eyes" see your posts while they scroll through the newsfeed.
Previously, post reach was based on how many users had the post in their news feed, even if it never made it to the screen (maybe it was at the bottom before the user scrolled to it).
Distinguishing between reach and impression is crucial.
With the definition of impression, we can now understand Facebook reach more clearly because this is the number of users who view your post in a specified period of time compared to the total number of views (including repeat views).
Basically, reach is the number of people, impression is the number of times!
Anyone marketing their business on Facebook must know that reach is not a form of engagement.
• Post reach is a measure of how many impressions an individual post had during a specified period of time.
• Page reach is a measure of how many unique users saw any post on a page during a specified period of time.
It can happen that the page reach is high and the post reach is low or vice versa.
reach is low, but if you post less frequently, the opposite will happen.
You'll need to take your overall brand strategy into account to determine whether you should focus on increasing post reach or page reach, or both.
Each post reach and page reach can be divided into three more categories.
• Organic reach is the number of users who viewed your content after you posted free content on your site.
• Paid reach is the number of users who viewed Facebook advertising content that you paid for.
• Viral reach is the number of users who viewed your Facebook content because one of your friends interacted by Like, Comment or Share that content.
Each of these terms can be applied to both post reach and page reach, so you can refer to organic reach, paid reach, etc.
Facebook offers a few other less popular metrics that brands can use to measure their reach.
• Reach by city shows how many users in a particular city viewed your content during a specified period of time.
• Reach by demographics shows how many users of a specific demographic, such as men 18-24 or women 40-59, saw your content during a specified time period.
Although less common than organic reach, paid reach and viral reach, they are still extremely useful in many cases.
For example: Grilled Pork & Beer Only having a branch in HCM and for office workers, they will aim to reach people aged 25 - 45, living and working in HCM.
From 2012 to 2014, the organic reach of branded posts on Facebook decreased by approximately 90%.
The reason for this decreasing trend is explained by 2 reasons:
First, the amount of branded content appearing on Facebook has increased significantly since the platform's inception.
Second, Facebook began making changes to its News Feed algorithm in 2018, prioritizing content from friends and family, especially by favoring content that drives engagement.
More generally, Facebook is working to promote content that encourages user-to-user interaction, primarily with users who have close relationships with each other.
Because of this, it is often easier to increase paid reach on Facebook than to increase organic reach or viral reach.
Even though Facebook Pages may seem buggy, there are ways to improve your reach organically on Facebook – it just takes a little creativity.
Lauren Scissors (Head of News Feed Research) reveals a hint about the type of branded content that will still perform well when she mentions interactions that require some effort.
What can we glean from this?
Let's look at an example of Banana Saigon House.
Facebook users tend to interact more with image-based content instead of just text.
No matter what type of content you post, it's important that you post it at the right time.
More precisely, explore your Page Insight to clearly understand when your audience is most engaged!
Understanding how Facebook determines Reach on its platform is important when evaluating your performance on the site.
Improving Facebook reach has never been an easy strategy to implement, and you need time to learn, absorb and feel your customers' interactive behavior.
If you want to learn more strategies to build meaningful connections with followers and increase your reach, contact GUDJOB for detailed advice!
Editor: GUDJOB
