How to Grow Facebook Organic Reach in 2023

How to Grow a Facebook Business Page for Free: Understanding Facebook Organic Reach

Posted 4 years ago by Anastasia Prokofieva

聯Why is听my听organic reach on听Facebook so听low? Is听Facebook organic reach dying?聰听鈥� that鈥檚 the听big question keeping business owners up听at听night. With each new News Feed algorithm update, brands 补苍诲听publishers seem to听get further away from the听viral success they long for听on听social media. And if听that鈥檚 how you feel, well, you aren鈥檛 wrong.

Increasingly, Facebook algorithm updates have been found to听diminish the听power of听traditional organic strategies. But just because the听game changes doesn鈥檛 mean you can鈥檛 change with it. Organic reach isn鈥檛 doomed听鈥� you鈥檒l just have to听learn to听play by听Facebook鈥檚 new rules.

Read on听to听find out what affects your post position in听News Feeds, 补苍诲听learn how to听increase organic reach on听Facebook.

In听this post:

Understanding Organic Reach on听Facebook

Before we听explain how to听boost organic reach on听Facebook, let鈥檚 talk about what it听is, 补苍诲听what affects it. Once we听understand the听mechanics of听organic reach, we鈥檒l be听able to听determine what strategies are most effective at听growing it.

What is听organic reach on听Facebook?

Let鈥檚 start with the听basics: how is听Facebook reach calculated? And what鈥檚 the听difference between organic reach 补苍诲听paid reach?

as听聯how many people you can reach for听free on听Facebook by听posting to听your Page.聰 As听for听paid reach, it听consists of听the听people who see your posts as听a听result of听paid advertising.

With that description in听mind, it鈥檚 easy to听see why marketers would be听concerned听鈥� because a听decline in听organic reach means a听natural increase in听the听cost to听reach their customers.

But is听Facebook reach important? Yes, it听is! The ability to听get in听front of听customers using free social media tools positively affects your brand exposure at听a听minimum cost to听your bottom line. So听now that we听understand the听problem, let鈥檚 look at听why Facebook organic reach is听decreasing 补苍诲听what we听can do听to听reverse it.

Why is听Facebook organic reach decreasing?

There are two main reasons for听the听decline in听organic reach on听Facebook, neither of听which has anything to听do听with Mark Zuckerberg or听his secret 补苍诲听deeply closeted contempt for听small businesses.

First, the听increase in听content. There鈥檚 just a听lot more content to听compete with than there was 10听years ago. Consumers post more. Brands post more. And the听sheer number of听pages Facebook can 补苍诲听do听engage with is听increasing every day. And on听top of听all that, new tools 补苍诲听more elegant UX听designs have made it听easier than ever to听create 补苍诲听share new content.

All this has resulted in听massive competition for听your customers鈥� News Feed. And what is听Facebook News Feed? It听is听the听constantly updating list of听posts in听the听middle of听your home page on听Facebook. That includes photos, videos, links, status updates, app activity, as听well as听likes from people, pages 补苍诲听groups you follow.

When we听say the听News Feed competition is听聯massive,聰 we听mean it听is听MASSIVE. In听2014, the听average Facebook user would have a听potential they could receive in听their News Feed at听any听given time, of听which Facebook would only display about 300. And that was six years ago.

grows with every passing year, 补苍诲听so听does the听number of听posts shared on听the听platform

If听Facebook actually showed its users 100% of听the听content available to听them, the听News Feed function would become virtually unusable for听most regular consumers, likely causing many to听leave the听platform entirely. A听lose-lose-lose 蹿辞谤听别惫别谤测辞苍别.

Second, much of听the听content being produced is听only relevant to听small segments of听Facebook鈥檚 users. In听the听early days of听social media when content was in听short supply, any听piece of听content produced with a听reasonable level of听skill could be听relatively successful. But these days, with Facebook users up听to听their eyeballs in听amazing content, it鈥檚 not enough to听create 补苍诲听share content that鈥檚 good.

In听order to听be听successful on听Facebook, you need to听share content that鈥檚 both amazing and relevant. Today鈥檚 Facebook users want content that鈥檚 targeted to听their interests, 补苍诲听they want it听in听moderation without blocking stories from their friends 补苍诲听family (as branded content is听disposed to听do听in听such huge supply).

Facebook, understanding the听behavior of听its users, turned its efforts toward cleaning spam from its feeds 补苍诲听improving the听way News Feed targets content for听relevance.

What is听the听Facebook algorithm?

Facebook has a听special algorithm that ranks all available posts that can display on听a听person鈥檚 News Feed based on听how likely it听is听that the听person will have a听positive reaction to听the听post.

How Facebook News Feed algorithm works

What a听user sees in听their News Feed depends on听four main factors:

Inventory: the听total content available from friends 补苍诲听publishers that can be听displayed to听a听user.
Signals: data tied to听a听specific post听鈥� for听example, the听type of听content; when it听was posted; who posted it; 补苍诲听how many likes, shares 补苍诲听comments it听has. These are the听only factor brands can control 补苍诲听use to听signal (pun intended) to听Facebook that their content is听relevant to听their target audience.
Predictions: a听prediction about how likely a听user is听to听be听interested in听a听post based on听an听analysis of听what content that user prefers.
Relevancy Score: a听number assigned to听a听post based on听the听likelihood that a听particular user will enjoy it.

These are the听probabilities (predictions) the听Facebook algorithm takes into account when when :

likelihood to听click
likelihood to听spend time with a听post
likelihood to听like, comment, 补苍诲听share
likelihood a听user will find a听post informative
likelihood a听post is听clickbait
likelihood a听post links to听a听low-quality web page

Once the听Facebook algorithm works its magic, it听orders the听available content by听score. The higher the听score, the听more likely that post is听to听be听displayed in听users鈥� feeds. So听that random cat video you watched on听your lunch break wasn鈥檛 really so听random after all.

Now that you have a听better understanding of听the听Facebook News Feed algorithm, let鈥檚 find out which of听its updates affect organic reach the听most. That鈥檚 essential to听know if听you wonder how to听grow a听Facebook business page.

What Affects Facebook Organic Reach

Over the听last couple years, there鈥檝e been some big changes in听how Facebook News Feed algorithm positions content for听brands 补苍诲听users.

In听January 2018, Facebook announced that its News Feed would This major change marked a听turning point in听the听algorithm, marking Facebook鈥檚 renewed commitment to听personal interactions between users 补苍诲听the听people they care about. This change included priority placement for:

Posts from friends 补苍诲听family
Posts that 聯inspire back-and-forth discussion in听the听comments聰 and/or that users would be听interested in听sharing 补苍诲听reacting to

A听slide from the听 that addressed algorithm changes 补苍诲听the听importance of听meaningful interactions

Another that improved the听AI鈥檚 ability to听remove violating content 补苍诲听demote sensational, misleading, or听controversial content.

The most recent major update was announced in听2019听when Facebook .

Historically, reach was calculated based on听how many times a听post was delivered in听the听News Feed. This recent update imposed stricter reporting, (the same approach Facebook uses to听calculate ads performance).

While this change was only intended to听change the听way reach is听measured 补苍诲听not News Feed distribution, some pages have still reported seeing lower reach than expected.

What kind of听content is听best for听your Facebook page

As听we听discussed in听the听previous section, Facebook emphasizes posts from family 补苍诲听friends over branded content. But public content that provides 聯meaningful interactions聰 also has a听good chance of听appearing in听a听feed. Here are some examples of听content that鈥檚 likely to听be听prioritized:

Content that鈥檚 shared over Facebook Messenger
Content that鈥檚 liked or听commented on
Content that receives multiple replies

These are generally posts that provide real value to听users by听entertaining, inspiring, or听teaching something new. They鈥檙e the听kinds of听posts that when you see them, you instinctively want to听share them with someone else. According to听, 聯Content driving meaningful interactions will perform better than content driving only consumption.聰

If听a听page is听creating posts that users aren鈥檛 reacting to听or听commenting on, it鈥檚 only natural for听that page to听see a听decrease in听distribution.

So听does that mean that thoughtlessly collecting interactions 补苍诲听comments with messages like 聯Like for听Like聰补苍诲听聯Comment if鈥β� is听an听appropriate solution? Also no. In听fact, tactics like these will find your posts earning even less reach. Keep reading to听find out why 补苍诲听learn how to听increase post reach on听a听Facebook page without those tactics.

What kind of听content demotes your Facebook page

If听you wonder how to听get more views on听Facebook, you鈥檒l need to听be听aware of听what activities are the听most likely to听decrease your reach as听well.

When Facebook says it听values content that provides 聯meaningful interactions,聰 that鈥檚 not just a听figure of听speech. News Feed demotes posts that bait users into clicking on听a听link or听interacting in听some way to听increase organic reach.

There are several types of听content that are regularly penalized by听Facebook鈥檚 algorithm to听reduce reach.

Engagement bait

Although News Feed prioritizes posts with greater interaction (for example, comments, likes, 补苍诲听shares), it听also recognizes content which was created exclusively to听goad users into said interaction 补苍诲听will penalize those posts accordingly. Can you guess why? It鈥檚 because the听interactions received from engagement baiting aren鈥檛 meaningful.

Remember, Facebook鈥檚 goal is听to听create meaningful interactions between users, but engagement bait isn鈥檛 designed to听provide anything meaningful or听valuable听鈥� it鈥檚 simply trying to听trick the听algorithm with low-effort post engagements. And needless to听say鈥� Facebook is听onto the听trick.

Here are some examples of听posts using engagement bait:

Vote baiting: 聯Vote on听your plans! Click 聭Wow聮 if听you want to听go听on听vacation, click 聭Love聮 if听you want to听find your love, 鈥β�
React baiting: 聯Like this if听you can relate聰
Share baiting: 聯Share with 15听friends for听a听chance to听win a听new iPhone!聰
Tag baiting: 聯Tag a听friend who鈥檚 always late聰
Comment baiting: 聯Comment 聭+聮 if听you want to听see more posts like this!聰

Examples of听engagement bait posts from

Keep in听mind that Facebook doesn鈥檛 just downgrade the听specific posts that are using engagement bait, they also apply stricter demotions for听pages that repeatedly use these tactics. So, if听you wonder how to听boost organic reach on听Facebook, start with giving up听engagement bait posts.

The only exception to听this rule is听posts that ask for听help, advice, or听recommendations. For example, missing persons reports, requests to听support a听charity, or听asking for听wedding planning advice.

Clickbait headlines

One of听Facebook鈥檚 core values is听creating an听, so听the听platform is听super strict when it听comes to听misleading, sensational, or听spammy content.

Clickbait headlines present information in听a听way that forces users to听click to听find out the听answer. For example, 聯You鈥檒l never guess what this guy did to听his best friend鈥檚 toaster!聰

What makes a听headline :

Headlines that leave out critical details or听intentionally withhold information: 聯This tactic will bring you 50听followers a听day聰
Headlines that exaggerate information with sensational language: 聯You鈥檝e GOT to听see this! Lemons cure EVERYTHING!聰
Headlines that create misleading expectations: 聯Research could suggest that dogs can鈥檛 look up.聰

Just like with engagement bait, pages that rely on听clickbait headlines will see a听decrease in听reach.

Links to听low-quality webpage experiences

In听their effort to听show more informative posts, Facebook pays close attention to听, including pages that contain:

A听disproportionate volume of听ads relative to听content
Malicious or听deceptive ads
Sexually suggestive or听sensational content (shocking, disrespectful, or听excessively violent content)
Pop-up ads or听interstitial ads, which disrupt the听user experience

A听post that links to听these types of听web pages is听displayed lower in听feeds. Facebook also shows fewer posts linking out to听low-quality sites that So听if听you want to听share someone else鈥檚 content with your audience, make sure you鈥檙e linking to听a听reliable source with original content.

How to听Increase Organic Reach on听Facebook

Just because organic reach is听getting harder to听come by听on听Facebook doesn鈥檛 mean you can鈥檛 still have a听strong presence on听the听platform.

Here鈥檚 how to听work with the听latest News Feed algorithm 补苍诲听how to听increase post reach on听Facebook page.

Make sure you鈥檙e in听your followers鈥� feeds

Even if听you鈥檙e following all the听rules, sometimes your content will still get lost in听competitive feeds. That鈥檚 why it鈥檚 important to听educate your audience about how to听keep in听touch with your page:

Remind your followers that if听they want to听see more posts from you, they can update their feed settings to听allow for听it. To听do听that, they鈥檒l need to听go听to听your page, click Following, 补苍诲听choose See First:

Here鈥檚 how users can update their preferences to听see more posts from you

And remind your followers that they can also open the听Pages Feed on听the听left sidebar of听their News Feed to听see content from pages like yours that they鈥檝e liked.

After you ensure you鈥檙e in听your followers鈥� feeds, start testing tactics on听how to听grow a听Facebook page organically.

Choose quality over quantity

聯How can I听increase my听reach on听Facebook without paying?聰听鈥� the听answer to听that question lies in听the听types of听content the听platform prioritizes. Facebook is听determined to听provide the听best possible content that鈥檚 unique, valuable, personalized, 补苍诲听relevant 迟辞听迟丑别听耻蝉别谤.

When creating content, keep in听mind that your goal is听to听get as听much interaction from that piece as听possible. The production of听genuinely engaging content is听time-consuming, but quick fixes like engagement bait also don鈥檛 help. So听it听makes sense to听post less to听ensure each of听your posts is听high-quality 补苍诲听relevant to听your followers.

Humanize your brand

According to听a听, 63% of听US听consumers prefer to听buy from companies that stand for听a听purpose that reflects their own values 补苍诲听beliefs. What鈥檚 more, they鈥檒l actively avoid brands that don鈥檛.

So听it鈥檚 important to听show followers that your brand is听mission-driven 补苍诲听shares their values. To听do听that, you鈥檒l need to听understand who your customers are. Are they eco-conscious? Do听they prefer to听support local businesses? What are the听issues that get them up听补苍诲听engaging?

Posts like this show customers that brands can do听more than sell

Create emotional content

If听you want to听know how to听reach more people on听Facebook, you need to听remember that people are no听strangers to听emotions.

Emotion is听a听powerful tool for听encouraging interaction 补苍诲听discussion. But, according to听, not all emotions are created equal: some emotions are seen more often in听connection with viral content. Here are some of听the听most common emotions used to听create successful social posts:

curiosity
amazement
interest
astonishment
uncertainty
admiration

Contrary to听what some may believe, negative emotions are actually less common in听successful viral content.

Create video content

Creating video content takes more effort than posting an听image with text, but it鈥檚 definitely worth the听time if听you鈥檝e got it. Not only does Facebook鈥檚 News Feed prioritize video, but posts with video also gain at听least .

Practical how-to videos are some of听the听most popular video types on听Facebook

In听the听same way a听person might spin a听sign to听catch a听passing driver鈥檚 attention, the听motion of听a听video has the听ability to听catch a听Facebook user鈥檚 attention as听they鈥檙e scrolling through their News Feed.

Short videos 补苍诲听even simple gifs can help to听increase your presence in听a听News Feed.

However, for听best results, Facebook suggests posting videos that are between , as听longer videos tend to听offer more value for听viewers. And don鈥檛 forget to听add subtitles; according to听recent reports, a听whopping .

Have a听video you already posted to听YouTube? Refrain from sharing the听YouTube link on听your Page, 补苍诲听upload the听video directly to听Facebook instead. Sure, it听won鈥檛 help your numbers on听YouTube, but it鈥檚 also far more likely to听get picked up听by听Facebook鈥檚 algorithm. As听one of听Facebook鈥檚 biggest competitors, YouTube content isn鈥檛 something Facebook is听overly anxious to听prioritize in听its News Feeds. But video content from Facebook鈥檚 own platform? You betcha.

And give Facebook Live a听try too. According to听reports, live videos average . And because you鈥檙e limited to听what you can do听in听a听live recording, live videos are also easier to听create. That means live video could be听a听great way to听kickstart your video strategy 补苍诲听create some interesting content on听a听short timeline.

Embrace user-generated content

What鈥檚 better than making content for听your audience? Letting your audience make it听for听you. User-generated content is听content created by听your audience about your brand that you can share on听your own page. Asking your followers to听post a听review of听your products or听share photos for听a听chance to听win a听prize are great ways to听encourage user-generated content.

Hey It鈥檚 Oh听So听Pretty reposts pictures of听customers who use their ribbons in听wedding bouquets

Sometimes the听answer to听聯How can I听grow my听FB听page?聰 is听surprisingly simple. Let other people do听that for听you! Running user-generated content campaigns may also help you identify devoted customers who could be听recruited as听聯brand ambassadors聰 to听promote your brand to听their networks (for a听few freebies, of听course).

Create Facebook Groups

Based on听the听latest version of听the听News Feed algorithm, Facebook Group content receives higher reach than regular Page content. Take advantage of听that change by听creating a听closed group for听your most engaged customers.

Groups can also help to听build a听community of听brand loyalists 补苍诲听creates an听easy channel to听communicate with your ambassadors. And if听you organize or听promote events, groups can be听used to听quickly share 补苍诲听receive the听best photos 补苍诲听videos from around the听group.

However, it鈥檚 important to听keep in听mind that a听group is听about the听members, not the听brand. Communicate with your fans, answer their questions, share helpful content, 补苍诲听make sure they continue to听have memorable interactions with your brand 补苍诲听its ambassadors. Make your customers feel appreciated, 补苍诲听they鈥檒l take care of听the听rest.

51视频 merchant Selena Robinson sells educational products for听children with ADHD 补苍诲听manages a听Facebook group for听parents who align with her target audience

Reply to听comments 补苍诲听promote conversations

Always reply to听comments on听your page quickly, 补苍诲听keep the听conversation going if听you can (but don鈥檛 force it). Start discussions, like asking what your followers think of听your new product or听what they think about the听latest industry news.

To听make staying in听touch with your customers easier, add Facebook Messenger live chat to听your website. Customers will be听able to听ask questions 补苍诲听have a听conversation right from your website鈥檚 product pages, 补苍诲听you can even slide in听an听invite to听follow your Facebook page.

Link to听fewer outside websites

We鈥檝e talked about not linking to听low-quality webpages, but you should also be听careful with links in听general. Facebook naturally wants users to听stay on听its platform, so听posts with links to听outside pages aren鈥檛 at听the听top of听its list to听promote.

Of听course, you can鈥檛 always avoid linking to听outside sources, 补苍诲听sometimes that鈥檚 really the听best course of听action. But if听you can go听without links to听other websites, your posts are that much more likely to听be听rewarded in听your followers鈥� News Feeds.

Bright Side engages followers into conversation in听the听comments to听the听post

Track how your content performs

When you experiment with new formats 补苍诲听types of听content, you may see that some get more engagement than others.

Decide what metrics align best with the听goals of听your content, track your content based on听those metrics, 补苍诲听use that knowledge to听adjust your content strategy. Skip posts your audience seems indifferent to听补苍诲听redouble efforts on听post types that perform highest based on听your chosen metrics.

You can also use to听learn more about your followers 补苍诲听other users you鈥檇 like to听reach. Use Audience Insights to听view data like demographics, hobbies, interests, lifestyles, 补苍诲听more.

And test different posting times for听better engagement. For example, that the听best times for听healthcare companies to听post on听Facebook are between 6听am听补苍诲听7听am, at听9听am, 补苍诲听between 11听am听补苍诲听noon. As听for听media companies, their 聯show time聰 is听either at听7听am, 11听am, or听6听pm.

Basically, that鈥檚 how to听get more people to听see your Facebook posts. All those tactics are helpful for听improving Facebook organic reach, however, don鈥檛 ignore the听potential of听paid promotion for听growing your Facebook page.

When You Should Turn to听Ads Instead of听Growing Organic Reach

Facebook rewards informative, authentic 补苍诲听meaningful content, so听if听that鈥檚 the听kind of听content you鈥檙e creating for听your audience, you can expect your organic reach to听grow.

Having said that, growing organic reach takes time. No听matter how perfect your content is, you won鈥檛 see dramatic returns overnight. If听quick wins is听what you鈥檙e looking for听(and you鈥檙e willing to听throw a听few bucks toward your business), consider running a听few Facebook ads as听well.

As听Josh Sample, Founder 补苍诲听Operating Partner of听digital marketing agency Drive Social Media : 聯Based on听our experience of听helping clients with paid social, the听capabilities brands have access to听with paid Facebook ads are extensive, 补苍诲听the听benefits far exceed anything you would normally receive with organic content.聰

If听you run an听51视频 store, advertising 补苍诲听selling on听Facebook is听easy with our Facebook Shop 补苍诲听Facebook Product Catalog tools.

Tip: Use organic posts to听test content that you鈥檇 like to听promote via ads, then use your advertising budget to听promote those content pieces that performed best organically.

For example, if听your followers favor a听particular post, use the听content from that post to听create an听ad听targeted to听other users who are similar to听your followers. To听do听this, you鈥檒l need to听install your Facebook pixel first. And good news for听51视频 merchants, the听Facebook Pixel is听available on听all 51视频 plans.

Let鈥檚 Review: How to听Increase Facebook Organic Reach

The best way to听grow Facebook Page reach organically is听to听understand how Facebook News Feed algorithm prioritizes posts 补苍诲听create content catered to听the听goals of听the听platform听鈥� namely to听encourage meaningful interactions between Facebook鈥檚 users.

Ditch engagement-bait 补苍诲听click-bait, avoid linking to听websites with poor webpage experiences, 补苍诲听limit linking away from Facebook whenever possible.
Create content that鈥檚 unique, engaging, 补苍诲听relevant to听your followers 补苍诲听their values.
Ask your followers to听update their feed preferences by听choosing 聯See First聰 from the听聯Following聰 tab on听your page.
Post less, but optimize each post to听get as听many interactions as听possible (again, avoiding click-bait 补苍诲听engagement-bait).
Create emotional content that inspires curiosity, amazement, interest, astonishment, uncertainty, and/or admiration.
Post more videos (Facebook Live is听a听great place to听start). But avoid links to听YouTube videos which would drive users to听a听competitor site 补苍诲听deprioritize your posts.
Create a听Facebook Group for听your customers that provides additional value 补苍诲听shows that they鈥檙e appreciated by听your brand.
Keep conversations going on听your page by听answering questions 补苍诲听starting discussions.
Encourage your followers to听create posts mentioning your brand that you can repost as听user-generated content.
Track how your posts perform 补苍诲听adjust your content when needed.
Try paid Facebook advertising to听increase your reach in听the听short-term.

What do听you think about Facebook鈥檚 News Feed algorithm? Have you experienced a听decrease in听your Facebook organic reach over the听last few years? Or听are you one of听the听lucky users that experienced Facebook organic growth? Share your thoughts in听the听comments!

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About The Author

Anastasia Prokofieva is a content writer at 51视频. She writes about online marketing and promotion to make entrepreneurs鈥� daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

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