Recently we have been working with a well-known personalisation company who specialise in mobile phone cases. Their Facebook following is in the tens of thousands, but their engagement has been historically low on Facebook. In the three months that we have worked with the company, their reach has increased by 179%, from 27,000 in March to 75,800 in June. But how did we achieve this and what does this mean?
What is Facebook Reach?
Facebook reach is simply the number of people who saw your content on Facebook. The higher the number, the more chance there is of all sorts of other metrics increasing. From page likes to post likes, link clicks and comments it is a very important metric. So the more reach we have, the better.
How can we increase Facebook Reach?
Before improving your reach, it is important to take into consideration the resources available to you. The quickest way to increase Facebook Reach is advertising. Without this component, you will be reliant on creating highly shareable content and/or increasing the frequency of your posting.
Increasing Reach Organically
Create a competition
Competitions are by far the best way to increase reach organically. This works best where you have a good number of Facebook page likes and an engaged following. Make sure your prize is good, the competition is simple and that the post promoting it is eye-catching and exciting. Do not over complicate things.
Typically, competitions get comments, shares and a lot of likes, increasing the possibility of a high amount of organic reach.
To get the competition started, a simple post boost of between £5 and £25 will really kickstart the process. Simply boost the post to people who like your page and watch as the likes and shares role in, after a while the organic reach will increase dramatically from the paid reach that liked and shared the post. This snowball effect works very well. To reiterate:
Paid Reach can lead to Organic Reach - as long as the paid reach engages with your post or page.
If you can, posting two competitions per month will see your reach increase dramatically.
Example Competition Post (244 likes, 83 comments and 28 shares at time of posting):
Post Shareable Content
Tap into popular culture events when posting to encourage comments and likes. This could include sporting events, popular tv shows, movie releases and current affairs. Relating these subjects to your brand in a fun way can lead to posts that generate a lot of interaction. The aim is to get better engagement than your standard posts. Regularly posting this kind of content will lead to marginal gains over the course of a month.
Think about your audience when creating this style of content. What will they mostly be interested in? If you can align your post content with your audience effectively, the chance of a higher engagement rate will be much more likely.
With our client, we had very good success with:
- Love Island
- The Great British Bake Off
- British Tea Day
- The World Cup
- Fathers Day
Use Facebook Live
Facebook live works very well for getting shares and comments. Go live from your page, be engaging, talk about an interesting topic that your audience will enjoy and then watch the comments and shares role in!
Publish the video to your page once the live video is over for even more reach. Video content is proven to outperform other styles of posts, see this article for more information.
Engage With Your Comments
Respond to comments on your posts and be personal with your audience. It will lead to more comments and responses which can, in turn, increase your organic reach, especially amongst your audiences friends network.
Increasing Reach with Advertising
Simply boosting posts is an effective way to steadily increase reach. Boosting for engagement increases the chance of achieving a high rate of organic reach in addition to your paid reach.
Pick posts to boost that are interesting/shareable, if in doubt cute animals work really well!
You do not need to spend a lot of money boosting, simply spending £5 to £10 per boost will be effective as long as your post is good.
Aim to boost at least 2 posts per week. Obviously, this is dependent on your budget and your goals, for example, you may value link clicks more than engagement. Bear in mind that your reach maybe lower when boosting for link clicks, as you might lose out on some organic reach.
Run Page Like Campaigns
By running adverts to gain more page likes, not only are you growing your audience (thus increasing your pages reach) but the advert also counts as reaching people. Simply running a campaign for £1 per day will steadily increase your page like count and your reach.
Top Tip: Install a pixel on your website, target the audience data this generates for Page Like campaigns - you will find the cost per like is much lower than using an audience you have built yourself.
It is easy to increase Facebook Reach by following the above simple steps. You do not need a massive budget but you do need to be consistent to see results. In summary:
- Boost posts for little budget and often
- Run competitions (1 to 2 per month for best results)
- Go Live on Facebook
- Post shareable content
- Engage with your audience in the comments
- Run page like advertising campaigns
Follow this advice and your reach could increase hugely. This means more exposure for your brand, more likes, more comments and more website traffic!
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Author: Richard Hunter
As a die-hard fan of Years and Years, I was amazed to see the marketing behind their new single, Sanctify. With all the talk of Facebook news feed changes and the adoption of chatbots into social marketing, their use of this medium was innovative and exciting.
The campaign revolved around an advert which encouraged you to engage with their account on Facebook messenger. Instantly you are propelled into an Orwellian narrative being welcomed to the "PSEN Server" claiming to represent androids and non-humans.
A sense of belonging
As the chat progresses, the story builds as Y&Y are portrayed as a "human collective" of rebels fighting against the authoritarian regime. Images of the symbol they used are sent to you along with 1984 style images and video clips. Its fun and intriguing and builds the anticipation of what is to come.
The day of release...
Of course, all of this leads nicely to the release date of the single and on the day of release, more messages came through, finally inviting you to listen to the music or to watch the music video.
This form of marketing really resonated with me. It was fun, intriguing and quirky and I enjoyed getting the messages. Real thought and planning had gone into the campaign and it did not feel like I was being marketed to. It felt like I belonged to the human collective, or at least that I identified with it.
I do not know who the agency was behind this, or creative, but it bravo to them. I look forward to more campaigns like this and it has certainly inspired us to think harder and more creatively about how we can use Facebook messenger and chatbots to better effect.
How are you using chatbots? How do you plan to use them? What did you think to this campaign? Let us know in the comments below 👇
A look at how you can use Facebook Live to promote your business. Includes Facebook live videos and links to some great examples of how brands use the platform.