7 tactics to get greater reach for your brand’s Facebook posts

Encourage your fans to get notifications, or try cross-promoting your updates on other social media platforms. That’s just the beginning, though.

Are you tired of reaching fewer than 5 percent of your fans with your Facebook posts?

If so, here are techniques for getting your updates into your audience’s news feeds:

1. Advise your fans to receive notifications.

Fans’ “liking” your page does not guarantee that they will see your updates. So, remind your fans that by opting in to “Get Notifications,” they can be sure to see your updates.

Even better than telling them how to do it, as George Takei does in that example, is to show them. You can use this screenshot, or capture one from your own page:

This is one update you should boost with Facebook advertising to reach your fans. It could lead to a huge increase in organic reach for your page.

Want to get your employees involved and active online? Download our free guide: 6 steps to crafting an internal social media plan.

2. Add video to your Facebook Page posts.

Videos uploaded directly to Facebook get better organic reach than all other post types (text, link, photo), studies show.

If you look at your own Facebook feed, you’ll probably notice that a lot of videos are uploaded directly to Facebook (rather than, for example, via YouTube).

Adding video to your posts will help you capitalize on Facebook’s love of video. The best part is everyone can do it, regardless of whether you create the video.

Should you “steal” videos from others? Absolutely not, but you can use stock video footage. Just as you might buy stock photos, you can buy stock videos from sites such as Bigstock and Shutterstock. You can download those videos and then upload them in your Facebook posts.

Think of using stock videos as you would stock photos. Use them as representations of the topic of your Facebook post. For example, if you are going to post about golf, you’ll find hundreds of short clips of golf-related video to use:

It’s a simple way to boost your organic reach without having to go overboard on content creation. Is original video best? Of course, but for businesses that can’t or prefer not to create their own videos, stock video is a good substitute.

3. Share your brand’s posts on your personal profile.

Do your Facebook page fans and personal profile friends overlap? If so, add your business page posts to your personal profile:

Note that if you want to show that you have shared your update with your page credited (as shown above), you can do so only via text, photo and video updates. Link updates will merely share the link on your profile, with no credit to your page.

4. Boost your posts the smart way.

A Boost Post button appears at the bottom right of each of your Facebook page posts, but don’t use it.

Yes, it’s quick and easy and helps you get additional reach with your fans, friends of your fans, and your custom audiences, but it doesn’t give you targeting options beyond that.

Instead, go to your Facebook Ads account. Go to “Create Ad” and choose the “Boost Your Posts” ad objective, your page and the post you want to boost:

Then, you will get access to all these targeting options:

In addition, you can choose whether to place your ad in the news feed (desktop or mobile versions) or the right column:

Instead of boosting your post to reach only your fans, you can define a larger audience, getting more engagement for your post and adding fans, as your ad will encourage people to “like” your page.

5. Create a Facebook group for your business.

Facebook groups tend to have better organic reach than Facebook pages. Create a group focusing on your business or on topics of interest to your fans, and share your page’s posts with that group.

You’ll get greater reach and increase engagement; that’s the nature of Facebook groups.

6. Cross-promote your Facebook page posts on other networks.

Try linking to your posts from Twitter and other social media platforms.

You will get more engagement for your Facebook page posts, and you might attract new fans from those other channels.

7. Embed your Facebook page posts on your website.

For example, when you share your blog post on your page, ask a question. Then, use the dropdown arrow at the top right of the post to find the embed option:

Take the embed code that Facebook supplies…

…and paste it in your blog. For blogs that don’t allow comments, it’s a great way to drive your blog traffic to your Facebook page and encourage discussion there.

The algorithm at work

How will all these suggestions help more fans see your page posts?

With Facebook’s algorithm, as you get more engagement on your page, more people will see your posts organically in their news feed.

Anyone who engages with your posts as a result of the above suggestions will continue seeing your posts and, we hope, will continue to engage.

A version of this article first appeared on MarketingProfs.


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