How do you survive the Facebook algorithm when it has significantly impacted the visibility and engagement of your business page posts?
It has become more challenging today to increase organic reach on a Facebook business page.
In 2024, Facebook adjusted its algorithm to prioritize content that fosters meaningful interactions among users, such as posts from friends, family, and groups.
This shift has led to a decrease in the organic reach of posts from business pages, as the platform emphasizes personal connections over branded content. (Hootsuite)
The Facebook Algorithm
Facebook’s algorithm ranks content based on three primary criteria:
- Who Posted the Content: If the Facebook user interacts with the poster (whether an individual or a business), more of this poster’s content will appear.
- Type of Content: The user will see more of the content types (video, photos, text) they interact with.
- Post Engagement: If many people interact with a post, it will be more visible to others.
According to Statista, Facebook posts have an average engagement rate of only 0.07 percent, though post type and follower counts affect engagement rates.
Stop Facebook Engagement Bait
One thing you need to stop doing is asking for likes and comments.
Facebook has intensified its efforts to demote engagement bait tactics.
These are posts where you are requesting likes, comments, or shares to manipulate engagement metrics.
Pages employing such strategies have experienced a notable decline in reach.
To survive these effects and enhance engagement for your Facebook Business page, I have a few strategies that should help improve your organic reach.
Create High-Quality, Relevant Content
Focus on producing content that is informative, entertaining, and valuable to your target audience.
Content that resonates with users is more likely to be shared and discussed, increasing its visibility. (Business.com)
Encourage Genuine Engagement
Craft posts that naturally prompt discussions.
For instance, ask open-ended questions or solicit opinions to foster authentic interactions without resorting to engagement baiting. Remember, engagement baiting is a no-no.
Leverage Facebook’s Features
Utilize tools like Facebook Reels and Stories to diversify your content delivery.
These features can capture audience attention in different ways and may receive favorable treatment in the algorithm.
Post Consistently at Optimal Times
Analyze when your audience is most active on Facebook and schedule posts during these peak times to maximize visibility and engagement.
If you’re using Meta Business to schedule posts, refer to the Active Times for Facebook. These are based on your user’s activity. Schedule during those days and times.
Engage with Your Audience
Respond promptly to comments and messages to build a sense of community and encourage ongoing interaction.
Consider Paid Advertising
Investing in Facebook ads can help maintain visibility in users’ news feeds, especially given the decline in organic reach.
For best results, create Facebook ads instead of boosting posts.
Survive the Facebook Algorithm
It’s time to adapt your social media marketing strategy to these algorithm changes and focus on authentic engagement.
You can improve the performance of your Facebook page despite the recent shifts in content visibility.