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Facebook Organic Reach Advice Pls
Like most, have noticed Facebook organic reach dwindling drastically this year.
I look after a the the social media and advertising interests of a few different long-running news websites (mostly the in sports and entertainment verticals) that are being affected by this (as clicks are our primary goal/need on the platform).
Most of what I’ve read on the issue either gives a total doom and gloom perspective (“Organic is DEAD”) or without much granularity just points to the need to embrace other mediums (neglecting that clicks to the site (where our ads live) will always need to be our end goal in the short-mid term.
With that, I wanted ask:
**Are any specific things you’re seeing that are helping organic?**
One of my pages has north of 300k followers and I’m noticing, for example, that pure link posts with thumbnail (unless it’s a subject that has historically always done well) gets next to no likes/clicks anymore. Yet, the same story with a manually uploaded image + shortlink gets more traction.
**Reels = any benefit?** Have litmus tested using reels on FB and they get decent traction. Definitely more than traditional link posts. The issue is one can’t use links in reels. So, it helps the page’s reach stats, but doesn’t have a direct benefit in the context of sending traffic to the site.
**Any benefit to repeat posting the same content?** So, same news story in the morning as a link is reposted later in the manual picture + shortlink combo.
**Is there proof that running paid campaigns has a positive impact on organic reach?**
I’m actually open to this if it is the case. I have used to a general FB pixel on a few of the sites in the past that would be used to retarget readers of the site with ads on FB. Also played with boosting.The issue, in being totally transparent, is that the sums $$$ required to get any kind of decent traction on a campaign showing to the largely US audiences of the sites I look after doesn’t feel conducive. Put simply, because the geo is so premium, FB make it cost crazy sums (or at least it seems so) to advertise to your OWN audience (which feels insane). When factoring in the CPMs of the ads running on the sites I look after, there’s a clear disconnect in the logic of spending three figure sums a day on generating traffic from FB to not get an ROI on the sites. In short, one would be spending more than they’re making – which of course doesn’t make sense.
I’m open to spend if there’s some kind of residual benefit to organic reach and/or if there’s some kind of cheat-code granularity in the targeting (that I’m currently missing) that can make the spend stretch way further than what I’m seeing at present.
Any (and I really mean \*any\*) insights/feedback to any aspect of the above would be much appreciated. -
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