What Exactly Is Organic Reach On Facebook
Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts as well as your Facebook page.
On the other hand, paid reach includes the people who see your content as a result of paid promotions. It is influenced by your Ad targeting options and can also impact organic reach.
But it’s not so simple.
How people engage with your content has a lot to do with reach.
Facebook is based on interest, not intent. Not every update you send out on your Facebook page should be promotional. Rather, 80% of your updates should be social. Otherwise, users won’t hesitate in clicking the unlike button on your page (it’s just a click away).
Approach your Facebook page from the mindset of building a community. Add value and start conversations with your audience.
It’s best to vary your posts to include different types of content:
- Brand story posts
- Authority building posts
- Lead nurture posts
- Personal posts
How To Track and Analyze Your Current Organic Reach
Without this diagnosis, you won’t know where to concentrate your efforts.
Let’s jump in.
Step 1: Export insights data from Facebook
First, click on the “Insights” tab at the top of your page.
At the top of the insights page, there’s a button that will allow you to export your data both on a page and post level.
A window will pop up with three different options for your insights:
Select your option and click “Export Data.” Your data will be saved onto an excel file.
Step 2: Delve in deeper with your post metrics
In my experience, post level metrics are more insightful than page metrics.
Page metrics will give you a great panoramic view of your performance. On the other hand, post metrics will give you a more detailed look at how users are interacting with your content.
And that’s what really makes the difference.
To get a deeper view, go to “Posts” and then “Post Types.”
With the data you collect, you can tell:
- Which posts have the highest organic reach
- What types of posts that your audience prefer
- Number of likes on each post
These will give you a good guideline for launching an effective content strategy.
Step 3: Fine tune your data and select only the metrics that you need
Not all of the data points will be useful.
You need to sift through them and choose the ones that make sense for you.
Here are the ones that are usually most telling:
- Organic reach
- Engagement
- Link clicks
- Number of people who gave negative feedback
Now that you’ve analyzed your organic reach, it’s time to make some improvements.
