Sunday, March 15, 2015

Facebook’s organic reach - alive and clicking

When marketers asked for ideas to increase footfalls to their stores, go online was the answer. Yes, online is a great platform to attract customers and engage in conversations with them. But, when competition in the e space increased, marketers started asking ‘How to get more traffic to their websites?’ That was when content generation for the sake of boosting visibility in the search engines came into existence. The idea triggered a trend to post content that may or may not be true, but good for clicks. 

A lot of tech and marketing bloggers recently resorted to a similar strategy by posting reports about ‘the death of organic reach for Facebook pages.’ Google search the topic and you’ll see a lot of articles on this. 

So, the point is – Facebook’s organic reach is not dead. Yes, it has declined. Here’s a close analysis made by Jon Loomer, Facebook ads marketing expert. 

According to Jon, Facebook didn’t kill reach and most of the articles posted on the subject were in response to Facebook’s announcement that overly promotional posts would be punished in the news feed. The idea was based on the fact that users don’t like being sold to. Content that is shared with an intention of getting sale will not perform well in the news feed. However, if a marketer really wishes that people see it, then promoting it with an ad will help.

The facebook organic reach has declined in the recent past, and brands have been complaining about it. The real issue is when marketers switch to create content that does not appeal to the audience, the reach will decline and yes it will have an impact on the sales. The conventional thinking is that when you reach more people, more sales will follow. But here, we miss out on the quality factor. That’s precisely the issue Facebook is trying to address and give users content that matters them most. Reach is declining and likes have no value, is a claim that holds no sense. If brands are reaching their fans with updates on their news feed, that post has organic value.

Reach should not be the primary objective. That is not the measure of the success of a post. However, reach is partially a good indicator. Facebook cares about who sees the posts and here likes & shares do matter. Reaching people is important, but what will help a brand custodian to measure the effectiveness is through the likes and shares their brands receive. 

Posts about the death of Facebook’s organic reach would have attracted many bloggers, but even those shares are receiving a sizeable organic reach. Irony!