How many people are seeing your post on Facebook, Instagram, and Twitter
My neighbor Ruby is a sweet lady. She is into the business of hotels. She owns few in Manali and, like any other business owners, loves marketing her own business. And particularly, on social media.
A few years back, our discussion was: How her hotel business is thriving?
Now, a few days back, our discussion was: How is business is coping with with declining organic reach on social media?
Once upon a time Facebook ruled social media. There were no restrictions to organic reach. It could be accessed only on the laptops and desktops.
But, like many business owners, declining organic reach on Facebook has got Ruby frustrated. Low engagements, lower reach, still lower traffic, and consequently, plummeting sales. And to many, the only way to get around is paid advertising.
So I decided to give an overview of organic reach for three of the most used social media in India.
Facebook: The demise of organic reach
A study from Edgerank Checker found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%. Another Research from Social@Ogilvy, meanwhile, suggests that:
“…for pages with more than 500,000 Likes, organic reach could be as low as 2%. Which means only 10,000 people can actually see the post. ?
A study by Locowise suggest somewhat similar results. Pages with over a million likes showed a 2.27% organic reach.
Moreover, the post lifetime for your average post is only 2 hours. That is, if you post at 8:00 AM in the morning, it will be visible to your Facebook fans only till 10:00 AM.
Facebook organic reach has become so low it is hurting all kinds of business.
Firstly, you have to spend to get likes. And when you do get likes, you still have to pay to reach your followers.
Let ‘s say you paid a few dollars to get 1,000 likes. But 2% organic reach means only 20 people see your post. To get into the news feed of 980 people, you have to further loosen your pockets.
As per Facebook, the goal is to provide the best experience to its users. They say:
“…if people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.”
But that’s not happening either.
Luckily, Facebook does offer a few methods to enable you to be always in the news feed of your Facebook fans. And here are a few tips on how to do it.
1. Ask your Facebook fans to check their News Feed often
2. Ask your fans to see you first in the news feed
Educate your followers to never miss out on important posts. So switch them to see us first or ask them to update their setting to get notified when we post.
3. …and then there’s paid promotion
Although I hate to say it, but that’s how Facebook works for most business now-a-days. If your budget allows, Facebook paid promotion is a good option. However, it will be heavy on our pockets. It is up to you whether to choose this path or not.
Instagram: The revival of organic reach
On the other side of Facebook, there’s Instagram. Instagram is cool and unlike Facebook, not bad and bossy.
Instagram is the sensation where 60 million daily pictures are uploaded. Ruby is fan of Instagram too. She post pictures with her guest and hotels all the time. And when Facebook’s declining organic reach is taking its tool on her business, Instagram is like an oasis in a desert for her.
Organic reach on Instagram is 20% okpilllsbest. . And this high percentage is probably because Instagram treats all content as user-generated. Unlike Facebook which treats business and user accounts differently, Instagram treats all accounts as user accounts, like Twitter.
Instagram has also the high percentage for the total content going viral. Not only does it outperform all other social networks, it blows them away with 49% of photos and 60% of videos reaching 250+ interactions.
So, how to reach even more audience on Instagram?
- Use Instagram Stories: Instagram Stories is a carousel of pictures you can create with images and short clips and include text as well. Analysts say this is Instagram’s answer to Snapchat. Post life-time of stories is 24 hours. Way more than that of Facebook.
- Use trending #hashtags: They always work to get your post visibility. As long as #hashtags are in trend use them in your content.
- Keep your timings good: Prior to posting anything, get an idea that when are your followers active, this best strategy to catch their attention. Perfect timings can rock your post.
- Keep posting: On this platform images compliment content, so keep posting and keep digging for something new and engaging.
Twitter: The middle path
If I would have to give away “the most happening social media channel”, it would certainly go to Twitter. In fact, a Forrester survey of 50 brands revealed that top brands post more frequently on Twitter than on any other social media platform.
On the marketing side, Twitter gives you good organic engagement and followers. You don ‘t have to pay Twitter to make people follow you. Your post reaches them more conveniently than on Facebook.
Twitter’s organic reach is slightly better than that of Facebook at 3.61%.
I know these stats are a red flag for marketers. Twitter is already cluttered. And a Tweet ‘s life is hardly 26 minutes. But despite all this, you can reach more people organically on Twitter than you can do on Facebook. Thanks to hashtags.
Here’s how you can make Twitter organic reach better
- Use of trending #Hashtags: Trending #hashtags can work like masala in your content. All you need to do is look for the one on Twitter and sink then content with a hashtag. When you do your post gets more visibility.
- Share the article more than once: Twitter ‘s algorithm has already started showing the feed to people of their interest. So make sure whatever you are posting must hit your audience ‘ mind and keep posting it twice a day.
- Post when your fans are online: We really need to figure out when actually our targeting audience is live on Twitter. To track this you can see your previous post and make out the list of followers who retweets you mostly and see at what time are they active. This helps you to unfold specific behaviours of your audience.
- You get know your audience interest and post accordingly to capture attention.
- When you know your audience interest, your message sounds more clear and conversational.
At times it is good practice to mention ?Retweet ? in your posts.
It is good to have your business available on all the platforms for promotions. But in case you still not on social media and planning to promote on one of them. I would recommend you to chose Instagram. Instagram is the best channel if you are low on budget and want to reach people organically.
If you want to create other marketing messages and content that doesn’t videos and images, Twitter should definitely be your second choice.
For any queries, feel free to drop your messages in the comment section below. 🙂