Many of our clients manage their own Facebook Pages for their business, and you have likely noticed a decline in how many of your fans have been viewing and interacting with your organic posts. This drop in organic Facebook reach came to a head in 2014, when marketers began picking up on the situation in droves. However, many Facebook Page business marketing individuals may be wondering, “Why aren’t my Facebook Fans seeing my posts?”
Why is Your Facebook Organic Reach Declining?
There are two main reason for this Facebook organic reach decline. The first involves a simple fact: More and more content is being created and shared every day. You may have felt this change personally with your business. Sharing important moments and experiences, articles you have read and photos and videos was a relatively labor-intensive process, even just a few years ago. However, thanks to devices such as smartphones today, many businesses can share this content with just a few swipes of the finger or taps of a button.
Fan Page Likes and News Feed Competition
There is significantly more content being created than there is time to absorb it. There are an average of 1,500 stories that could possibly appear in an individual’s Facebook News Feed each time he or she logs onto Facebook. For those with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.
Because of this, competition in Facebook News Feed — the place on Facebook where individuals view content from their family and friends, as well as businesses — is increasing, and it is becoming more difficult for any story to gain exposure in Facebook News Feed. Additionally, individuals are also liking more Pages. With each new Page like, competition in News Feed increases even further.
Facebook News Feed Filters Content to the User
The second reason for a decline in Facebook organic reach involves how News Feed works. Rather than showing individuals all possible content, News Feed is designed to show each individual on Facebook the content that is most relevant to them. This means, of those 1,500+ stories an individual might see whenever logged onto Facebook, News Feed only displays approximately 300 stories. News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person to choose which stories to show.
So, Why Did Facebook Decide to do This?
Fewer people viewing your Facebook Page’s organic posts means fewer clicks, comments and shares. As a result, those interactions means fewer conversions, leads and customers for your businesses. Understandably, this has frustrated business owners with a Facebook Page for their company. So, why would Facebook decide to decrease organic post visibility in the first place?
More Money = More Visibility
Facebook has significantly evolved into more of a paid marketing platform than an organic one, so Facebook Page managers for businesses are realizing they are now expected to pay for ads yet again to reach those newly acquired Fans, even if those Fans have seemingly elected to see a brand’s posts by liking their Page in the first place. From the perspective of Facebook, it is simply not an ideal user experience to flood the News Feed with posts simply because a Page has many Likes and is publishing prolifically.
Facebook encourages marketers to look at their fan bases as a way to make paid advertising more effective rather than using it as a free broadcast channel. Facebook also claims you should assume organic reach will eventually arrive at zero. Therefore, if you really want to reach your target audience, you will need to supplement your organic efforts with some paid advertising. Facebook also advises marketers to expect things to keep changing, and often for the better. Facebook has never been stagnant in terms of innovation, so no marketers can determine a formula and then stick with it.
These are just the main reasons why your company’s Facebook Page Fans are not seeing your post. Read our article Managing Your Facebook Organic Reach for tips on how to better reach your Facebook Fans! Also, don’t hesitate to contact us with the link for more information!