With its vast user base and diverse audience, Facebook can be a goldmine for local business owners to reach their existing customers and prospects. However, despite having a dedicated following on your Facebook page, you may have noticed a decline in the visibility of your posts. This phenomenon has left many scratching their heads, wondering why their carefully crafted content is not reaching their audience. In this article, we will delve into the intricacies of why your Facebook page followers don’t see your posts and explore strategies to boost your content’s visibility.
Facebook themselves has addressed the problem businesses are seeing, giving two main reasons for the decline in reach. The first is that there is such a large number of people and businesses posting content, that the competition for space in the newsfeed is naturally driving down the visibility of your posts.
The second reason is that Facebook’s algorithm has grown increasingly strict in what it shows to whom.
If we go back to 2012, the average page reach was right around 16%. Today, this is closer to 6%. On pages with large numbers of followers – over half a million followers – the reach can drop to as low as 2%.
In essence, 94% of your page followers are not given the opportunity to organically see your posts.
The Algorithm Enigma
The heart of the issue lies within Facebook’s algorithm, a complex mathematical formula that determines what content appears on a user’s newsfeed. The algorithm takes into account various factors, including the user’s past interactions, the type of content, and the time it was posted. This means that not every post from your page will be shown to all your followers. So, while you may have thousands of followers, your posts may only reach a fraction of them.
Content Quality Matters
One of the key elements that the Facebook algorithm assesses is the quality of your content. Are you providing valuable and engaging content that resonates with your audience? High-quality posts are more likely to be shown to a larger portion of your followers. As a marketing manager, it’s crucial to ensure that your content is not only visually appealing but also informative and relevant to your target audience.
Consistency is Key
Consistency in posting is another critical factor that affects the visibility of your content. If you sporadically post on your Facebook page, the algorithm may perceive your page as less relevant, leading to reduced visibility. To combat this, establish a consistent posting schedule that your followers can rely on. Regular updates not only keep your audience engaged but also signal to the algorithm that your page is active and worth promoting.
Engagement Breeds Visibility
Engagement is the lifeblood of social media success. When your followers like, comment, and share your posts, it signals to Facebook that your content is resonating with your audience. In turn, the algorithm will be more inclined to show your posts to a wider audience. Encourage engagement by posing questions, running polls, and fostering a sense of community among your followers.
Video Content Dominance
In recent years, video content has risen to the top of the social media hierarchy. Facebook’s algorithm prioritizes video content, so if you’re not already incorporating videos into your strategy, it’s time to start. Engaging videos that captivate your audience can significantly improve your post visibility.
Paid Promotion for Wider Reach
While organic reach is essential, it’s also essential to consider paid promotion to boost your post’s visibility. Facebook offers targeted advertising options that allow you to reach specific demographics, ensuring that your content reaches the right audience. Invest wisely in paid promotion to maximize your ROI. For local businesses, boosting a post to your demographic audience can cost as little as $10. This small investment can dramatically increase the reach of your posts.
Get Professional Help
Local marketing agencies can help you develop and execute a strategy that will increase the effectiveness of your Facebook marketing. From developing professional imagery for your posts, ensuring you are consistently posting, to developing your custom audience for boosting your posts, most local marketing agencies offer affordable programs for social media management.
The challenge of why your Facebook page followers don’t see your posts is multifaceted. Understanding and navigating the intricacies of the Facebook algorithm is crucial for marketing managers in the digital age. Focus on creating high-quality content, maintaining consistency in posting, fostering engagement, incorporating video content, and strategically using paid promotion to expand your reach. By implementing these strategies, you can break through the algorithm barrier and ensure that your carefully crafted posts reach your dedicated followers, ultimately driving success for the businesses you serve.
