Why is it that it has to be so complicated?
The two questions pop up frequently.
“Why is it so hard to get people to react and engage with my posts”?
“But If I begin updating my Facebook page as well frequently, won’t I overburden my followers, who may then decide to unfollow me?
Answers to these questions, even though they appear unrelated, are the same and are rooted in the business model of Facebook.
The business model of Facebook
Facebook’s primary objective is to ensure everyone gets the best experience on Facebook. They aim to keep users using their service for as long as possible and to view the most content as often. If they can succeed in this endeavor, the result is happy customers and extremely satisfied advertisers spending a lot of money. Even though it might not have been the original goal of Mark Zuckerberg, he and his team have created the most effective advertising platform click here.
Everybody with an internet connection (and an account on Facebook) has had the same chance to market our products and services to an extraordinarily concentrated and massively sized population from everywhere across the planet. What other medium of advertising gives you access to over 2 billion people in every part of the world AND the capability to quickly and inexpensively run advertisements on it? We’ll get to this later.
The key to keeping this device in tip-top shape and delivering optimal results for all users is knowing how best to provide each piece of content that will maximize their experience on Facebook. To achieve this, they must provide users with what is more likely to keep them interested (and actively using Facebook). The mind is overwhelmed by how complex and clever the process is for more than 2 billion people on Facebook, yet it is based solely on algorithms that learn about what kind of content you prefer to view, which means it can show you the content you like with less that you do not need.
However, the chances are that your content unlikely to rank prominently featured in the face of media giants who are publishing the type of content that we would like to view, In my case, Ted Talks or adverts for gadgets!
We believe that when we post something on our Facebook page, ALL of our fans will get to see it. However, that’s quite a far cry from reality!
The decline in organic Facebook reach
Definition: Organic reach in the context of social media refers to posts displayed to people via unpaid distribution. You don’t use paid advertising like Google ads (in this instance, Facebook ads/Boosted posts, etc.)
The truth is that for every article you post, up to two percent of your fans will be able to see it (and most likely, much less after Facebook announced it in January 2018)! Yup, shocking, huh? Some credible online marketers think that the organic reach (as it’s technically termed) could be less than 2%, and the reach of page posts will likely decrease almost entirely in 2018.
If we choose to go with the rate of 2%, that means that if you and 100 followers post a blog daily, just five people will see the post. Even if you’ve got 500 fans, the maximum number that will see your post is 20-25.
If you’re skeptical, look at this piece by Hubspot, one of the world’s most well-known and respected digital marketing firms. The decline is referred to as the decrease of Facebook’s organic reach. You can look it up in case you’re still skeptical.
This alone is why it’s practically impossible to overload your Facebook fans with too many posts and why it’s challenging to convince people to be active.
In addition, Did you realize that the median engagement rate for posts in 2017 across all of Facebook is 0.17 (it differs slightly depending on health and industry, but is less at 0.14? You can read more about it here)? For each blog post, you publish, you have an 0.14-0.17 chance of engaging with someone, anybody, to engage with it! This might help clarify how increasing engagement can feel like searching for your Holy Grail!