The Facebook Freefall
You've probably noticed it already. I know I have. Organic reach is tanking.
You aren't imagining it. One of our clients, with an audience of well over 100,000 followers, is only seeing triple digit organic reach of posts that already felt abysmally small. Unboosted, we went from typical organic reach from 1.5K - 3K per post. Yesterday? One post reached 112 followers. No, I am not missing a zero or two.
It really has only been since February 2 that I've noticed the dramatic plunge. I am trying to remain calm as I've advised you do - but just 4 days in and my game face is a bit more like a game grimace. I have to keep reminding myself - we aren't in this business one day at a time, Schnieder. We are here for the long haul so I gotta keep working to bring the good news and advice.
So here it is. We still do not know exactly what the changes are. Spoiler alert. We probably won't ever know EXACTLY.
All we can do in terms of Facebook news feed is triage, measure, adjust, then rinse, lather, repeat.
So here's today's positivity report - the good news is where we start when we want to build good results. Quality posts still get good engagement rates. If you've been learning about what type of posts your audience responds to, you're ahead of the game. If you don't know, we better find out. That means working up quality content and testing it. Nothing new there.
But once you know your best content types, the "game" now is to determine your best formula for boosting posts. It isn't the same for everyone so once again, you are going to have to spend some money and test results. Use Facebook advertising to drive awareness and to promote key products or events. You are really seriously going to have to get really really good at identifying your audience and paying to provide them quality content.
More on all of this as we see more results on our end. We can't share client results but we can share our learnings with you. And we will continue to do that to the best of our ability.
P.S. Don't forget. You cannot be dependent on one source of traffic. You never could but it bears repeating. Twitter, Instagram, LinkedIn. You need to keep working on your cross channel promotions - and with publishing tools and a strong calendar, this doesn't have to mean 4 times the work.