If you've been managing a Facebook Page over the past few years, you've likely noticed a drop in how many of your fans have been viewing and interacting with your organic posts. This decline in organic Facebook reach came to a head in 2014, when marketers started picking up on (and complaining about) the situation in droves, prompting a response from Facebook's VP of Advertising Technology, Brian Boland.
"Over the past few months, I’ve read articles and answered questions from many people who are concerned about declines in organic reach for their Facebook Pages," Boland wrote in June of 2014.
He continued, "My colleagues and I at Facebook understand that this has been a pain point for many businesses, and we’re committed to helping you understand what’s driving this change ... "
The two main reasons Boland cited for the organic reach decline? First, there's simply too much content being published on Facebook, making visibility in the News Feed increasingly competitive. Second, Facebook is deliberately trying to show people the content that is most relevant to them, as opposed to surfacing all the content available.
The good news in all of this is that there's a lot you can do to counteract these changes, like being more selective about what you publish, paying attention to when you publish, and putting money behind your posts (a.k.a. "boosting" them).
Read the full article on
Hubspot.