Raising your reach on Facebook can be a challenging and time-consuming task. In many ways, it’s both Facebook marketing’s starting point and end goal.
Facebook reach for your brand is the foundation on which many of your other Facebook metrics — such as comments, likes, and impressions — are based. Without reach, your content will be present on Facebook with no purpose or visibility.
But at the same time, if you want to improve your reach and get more likes and comments, you need to make sure your content is already trying to collect likes and comments, the very thing that you need to reach out to get.
If your head spin is made by this vortex of mysteries, you ‘re not alone. Facebook reach is a peculiar yet strong creature: it’s tough to master and keep under control, but it can be a powerful companion.
Here, we’ll try to make sense of reaching Facebook, and how it can help your brand grow.
What is Facebook reach?
It’s fairly easy to understand the concept of reaching itself but it’s quite complex. In brief, the Facebook scope is essentially the number of individual users who see the post or page, independent of whether they are engaged. Yeah, if you’re making a post and looking at it at 100 people, the reach is 100.
Facebook reach is always measured within a specified period. That means you can’t simply get a metric for your overall reach. Instead, you need to look at your daily, weekly, or monthly reach.
Obviously, Facebook has no way of actually tracking how many literal eyes see your posts while scrolling through their newsfeed. So Facebook simply tracks how many unique screens your post displays on.
In the past, the scope of a post was dependent on how many individual people loaded the article onto their newsfeed, even if it never showed up on their screen. This changed in February 2018, though, so marketers who are comfortable with the old form of measuring reach will by now be re-adjusted to the new process.
Reach vs. impressions
Now, drawing a distinction between reach and experience is significant. Unlike reach, which measures how many unique viewers your post has, impressions measure how many times it displays your content. It does not measure a single audience. So if your post has been served up to the same person three times, it will increase your impression count by three.
You could have a post with a range of 1 and 100 impressions, in theory.
With the definition of impressions in hand, we can now review Facebook’s concept of reach with greater clarification as the number of specific users visiting the post over the total number of views (including repeat views) over a given time span.
Reach vs. engagement
Anyone who markets their business on Facebook must be aware that reaching out is not a form of commitment. Reaching is instead a prerequisite to engagement: as your reach increases, so does the likelihood of engagement, simply because your content appears in front of more users.
More engagement will potentially improve your visibility thanks to the Facebook algorithm, and although they are linked in certain respects, they’re two different metrics.
Types of Facebook Reach
Page reach vs. post reach
Facebook separates scope into two major categories: reach of a page and reach of a post.
- Post reach is a calculation of the mutual experiences of a single post during a given period of time.
- Page reach is a measure of how many unique users saw any of the posts on a page in a given time period.
A high page reach and low post reach can be achieved, or vice versa. You might have a high page reach and a low post reach if you post very regularly, but if you post less often you may have a low page reach and a high post reach.
You’ll need to take into account your overall brand strategy to determine if you should focus on increasing your post or page reach. If brand awareness is your goal, the better target is generally to increase your page reach.
Organic, paid and viral reach
Page and post coverage may be separated into three different sections each.
- Organic reach is the number of individual users who see the post on the website after publishing it for free.
- Paid reach is the number of unique users who have seen your paid content on Facebook, such as a Facebook ad or a boosted post.
- Viral reach is the number of unique users who saw your Facebook content by liking, commenting, or sharing it with one of their friends.
Each of these terms can be applied to both page and post reach, so you can refer to the organic reach of a post, the paid reach of a page, and so on.
Other types of reach
Facebook provides several other less common metrics that can be used by brands to measure their reach.
- Reach by city shows you how many specific users in a given city saw your content over a defined period of time.
- Reach by country tells you how many unique users have seen your content within a specified period of time in a given country.
- Reach by demographics shows you how many new consumers within a certain group, such as people between 18-24 or 40-59 women, saw your content during a given span of time.
Though these reach measures are less common than organic, paid, and viral reach, they may still be extremely useful.
The state of organic vs. paid reach on Facebook
The organic reach of branded Facebook posts decreased by about 90 percent from 2012 to 2014.
The explanation is twofold for the declining trend. First, since the platform ‘s birth, the huge quantity of branded content that explodes up on Facebook has increased dramatically. More companies competing for popularity mean more competition and there’s only too much organic-reach pie to go on.
Second, in 2018, Facebook started implementing changes to its News Feed algorithm that focused on improving content from friends and family, particularly by preferring content that encouraged engagement. Clearly this could be an immediate disadvantage for branded content.
More generally, Facebook is endeavoring to promote content that encourages user-to-user interaction, primarily with other nearby users.
Because of this, rising paid reach on Facebook is usually simpler than growing the organic or viral Facebook reach.
How to increase Facebook reach in 2020?
Although it can appear like the cards are certainly packed against Facebook accounts, there are always ways to organically boost the Facebook reach — it only requires a little imagination.
Involving Fans and Followers
Demonstrating interest and responding to your followers builds confidence with them.
a) Request photo uploads around a subject.
b) Using photo/video uploads or offer away as a contest.
c) Ask the audience to express their thoughts and photos of the products/services.
Make engaging content
Facebook users prefer to move to image-based material, rather than text-only material. Create visually appealing posts that capture your attention and attract visitors in. Note also that Facebook’s video content is on the rise, so curating pleasurable videos is a perfect way to get fans to connect with your posts.
Find when your audience is most active
Regardless of what type of content you post, it is important that you post it at the proper time. When will your Facebook audience be most involved and interact with your content? You can test this yourself and schedule it based on the results. You can find the best possible time to post your content to the widest reach.