By Steve Weiss
If you were using Facebook at the start of 2015, your business' page was most likely one of thousands that lost its organic reach overnight. This was around the time Facebook changed its newsfeed algorithm and many businesses noticed a drop in their organic reach. As the CEO of a company that specializes in online growth-hacking, I know the latest strategies that can help with user acquisition. If your page suffers from low organic engagement, here's why that's happening -- and how you can remedy it.
Why Your Page Is Getting Low Engagement
Every Facebook page is given an EdgeRank, an algorithm that decides what content each user will see on their newsfeed. If your page is getting low engagement, chances are it's not meeting EdgeRank's three main criteria:
How Facebook's Audience Optimization Can Help
Over the years, businesses have posted too much content that wasn't relevant or engaging to their fans, and, now, their organic posting strategy was more or less useless. This was a common phenomenon until earlier this year, when Audience Optimization was introduced, a feature that helps publishers reach more of their fans organically, depending on the content of their posts. It also lets you segment your current fan base to show relevant content to certain fans, and restrict others, adjusting your page's EdgeRank.
Audience Optimization achieves this by letting you adjust the following during post updates:
Before you begin, you need to stop treating all your fans as numbers: different people follow your page for different reasons. If you carry on serving content to all your fans as one base, your EdgeRank will worsen and your reach will drop even lower.
Here's how you can put Audience Optimization to use:
For the longest time, the only way publishers could reach their organic audience was by paying to promote their posts. If you take advantage of Audience Optimization today, you might not notice a huge increase in organic views after just one post. However the more you do use it, the greater your page's EdgeRank will increase, which will compound over time if you create engaging posts catered to the right audience. Before you know it, you will have revived your page and will be able to reach thousands of fans for free.
Steve Weiss is the CEO of MuteSix, where he works with team of data-driven customer acquisition fanatics that specialize in driving growth for e-commerce companies on Facebook, AdWords, and native ads.