For several years now, the natural reach has melted visibly, the same goes of course for the audience brought to the sites by Facebook. Faced with this observation, what are the techniques and best practices today to maintain visibility? We exchanged with 9 experts on this subject, here are their rich lessons …
9 experts agreed to answer the following question:
“What are your best tips for adapting to the
Facebook reach down? ”
Here are their feedbacks. Also see the end of this article for the checklist to counter the decline in Facebook reach !
Frédéric Canevet, Product Manager at Eloquant.com & Blogger
If I only had one piece of advice, it would be to put in place as soon as possible chatbot Messenger, for example with Manychat.
It only costs $ 10 /
month (for 500 subscribers then $ 15 for 1000 subscribers), and this allows you
to send messages to your fan base.
Indeed, the BIG problem
with Facebook is that you certainly have a fan base, but you can’t
not communicate with them as you want.
So this is the race in
endlessly to create new publications, and hope that they are
With chatbot solutions
you can automatically respond to the simplest requests on your
pages (ex: register a support request and send it by email to the service
customer, answer during opening hours …), but above all offer your fans
to subscribe to receive other messages.
These messages are limited
by Facebook for non-promotional items (and will be even more so on
01/15/2020 with new rules), but you can send your articles from
blogs, organize contests…
You have a rate of
read more than 80%, and often a click rate of 15-40% (it’s like a
SMS) and you can hyper personalize communications (thanks to the
segmentation with tags).
If you don’t know where
start, just make a contest with a gift to win with a
quiz. You will be able to get your first subscribers, and send your messages.
On the other hand, with
messenger chatbots, write in conversational mode (often fun) and
interactive (and not unidirectional as with emailing), which can
change the way you communicate.
Frédéric CANEVET is Product Manager at Eloquant.com & Blogger on ConseilsMarketing.com.
He is also the author of
delivered ” The
Growth Hacking »Published by Editions Dunod.
Joseph Donyo, Facebook Ads Consultant and Trainer
Do not veil your face: Facebook is no longer the social network that brands could use for free in its infancy.
Today, it is a paid medium and if we do not put a minimum of budget, it is very difficult to be visible.
My advice is therefore to test Facebook advertising on a small scale to promote its content. No need to spend a fortune at first! With 5 € / day, you can already reach several thousand people in England (and many more in developing countries).
Just create a traffic campaign by targeting either an audience created from a few relevant interests, or an audience similar to your site traffic (if you have installed the Facebook pixel long enough for it to have collected data about your visitors).
For the creative content of your advertisement, you can simply use the organic publication that you have already posted on your page and “transform” it into an advertisement.
Attention to an important detail : when you publish on your
page, you’re probably speaking directly to your fans (an audience that
knows) while your ad is going to be shown to cold audiences who
don’t know you. So make sure that the text of the
publication / advertising is suitable for both types of audiences.
If it works well for you and you get traffic
qualified at an affordable cost you can gradually increase the
amounts spent (or you can create a 2e campaign
retargeting to generate subscribers to your newsletter … but that’s another
Joseph Donyo helps entrepreneurs, SMEs and startups to develop their activity by supporting them in the management of their Facebook Ads campaigns and by training them to manage them independently. Find him via his No Pay No Play Podcast or his free and Express Training: “How to create your 1time Facebook advertising in less than 45 minutes »
Danilo Duchesnes, Facebook Ads specialist
It’s a fact.
The organic reach of Facebook Pages is very low (less than 5% on average) and will continue to decrease year after year.
There is nothing we can do about it
do and even Facebook has more or less confessed that you should assume that the scope
organic will arrive at
zero One day
or the other.
Even prerecorded videos and videos in
got visibility boosts don’t get as much range anymore
now enough videos on his platform and no longer need them.
On the other hand,
general engagement on the platform continues to decrease.
wants its users to stay on its platform, Facebook will give more
visibility to content that gets comments and more specifically
of the discussions.
either its form, content that generates discussions is likely to
see its organic reach naturally “boosted” by Facebook
and maybe know about virality.
To provoke discussions, your content must react, whether through debate, emotion (positive or negative) or curiosity.
Now that we’ve talked about gasoline
successful content on Facebook, let me give you a few more
good practices to adapt to the decline in organic reach on
1: Boost your best publications
Today, you have to pay to play on
Facebook. It’s a second fact!
The problem is that some publications
are simply a failure and you should NOT put money on it.
Fortunately, you will find that other publications
have real potential for virality.
You can notice it by comparing the rate
of engagement of this publication compared to the average engagement rate of
Even if there is only one post per week that stands out, it is on this one that you should put all your budget “visibility”.
Once the post is selected, I advise you to target both people who already know you (Facebook fans, customers, newsletter subscribers) as well as people who do not know you, but look like your customers (similar audiences).
2: Create a private Facebook group
Throughout 2018, Facebook was rocked by scandals related to its use of user data.
So Facebook reacted by saying loud and clear that “ The future is private “.
What does it mean ?
What was once public (share a
status, telling your life every 2 hours) is becoming private or
ephemeral. And Facebook encourages that.
Rather than showing a photo of their last
trip to Bali, Facebook users share them in Stories, in
Messenger conversations or even private groups with their friends.
Facebook rightly highlights Groups
Facebook and their posts in the news feed.
In other words, the publications of the Groups
Facebook of which you are part now have more visibility in
the news feed.
Facebook is also preparing a news feed
exclusively for Groups you have joined.
For this reason, I advise you to create
your own Facebook Group.
Since Pages can also create a Group, this is the perfect opportunity to develop a community of super fans.
What I really like about groups is
that their primary purpose is not to promote your products or services, but
rather to exchange around a center
of common interest.
3: Play the new Facebook marketing rules
It is also :
- Use Messenger;
- Set up a chatbot
to improve your customer service, promote your content or offers;
- Facebook advertising
to promote your products / services;
- Create a private community
(Facebook group) and animate it;
- Make Stories (yes,
Facebook users are really watching them).
Don’t limit yourself to the news feed. Also be interested in Messenger or Facebook Groups.
Many marketers claim that rates
opening and clicking Messenger campaigns (via a chatbot) are
incredibly high and this is an opportunity not to be missed.
Maybe this is your chance.
Danilo Duchesnes: Founder and CEO of DHS Digital, Facebook and Instagram advertising agency, Danilo has been a specialist in digital marketing and Facebook advertising for 3 years. Every week, he shares his best tips on his blog, which helps more than 100,000 people use digital marketing each month. To learn faster, download his best tips for free, summarized in one of these 10 guides.
Stefanie Fiori, social media trainer and personal coach
Since the new algorithm change, Facebook favors shared posts that spark conversations between friends, family, and pages deemed relevant.
Social selling is a philosophy that can help combat the constant decline in Facebook reach.
Because it contributes to exchanges and comments, to the
recognition of his expertise, in a more professional approach
Sales have evolved, we need advice more than
sellers, so I would put communication on a person rather than a
page. I put people back at the heart of digital.
This is why, I advise an entrepreneur, coach, manager to:
- To carry the communication via his account,
engage his contacts, so they will see more of his posts and the ingredient of
last point ;
- Develop a community on a theme
of its sector by creating a group, which will meet the needs of its customers, by
upstream and / or post sale;
- Use all the news from the network
social to increase its visibility: stories, live, video
- Sharing your entrepreneurial life, the news of
the company and its questions with good storytelling;
- Dedicate the company page to a subject in
particular, a watch, tutorial videos or advice… publicize it by
sharing via his account and groups, or create a punctual live appointment.
And then the ingredient that I recommend on all networks
services: valuable content that provides solutions and advice to
customers or prospects before the purchase, which informs, educates. #givetoget
Stéfanie Fiori: Trainer in social networks and coach in personal branding, Stefanie is one of the French specialists in Social Selling, and intervenes regularly on these subjects. Find it on Linkedin.
Head of Product Agorapulse
The Facebook Reach… what a subject! It has been declining for years and I think it is important to contextualize this decline. “Like our page”, “Become fans! “,” Love us! “And so on … As with email, using social media has proven to be an incredible Eldorado. Misused, it quickly becomes a spoiled support.
The competition is fierce between pages: when an X user “likes” about thirty Facebook pages for example, the social network must make choices and display certain content only.
This competition is one explanation among others, including the need for Facebook to monetize its platform 😉
How to “counter” this famous drop in reach?
Even if it is difficult to “counter” the decline in reach and the need for Facebook to monetize its platform, there is still room to mitigate and adapt to it. Here are some ideas:
– Focus on quality
That will say, but the editorial strategy of your social networks must be thought through and targeted. The competition to be displayed in the newsfeed is raging and if you want to obtain a quality and continuous commitment, it will be better to publish content that is perfectly targeted and adapted to your audience.
– Bet on advertising
If this is not yet the case, you will have to go to the cashier. Like it or not, the use of Facebook as an advertising platform is becoming essential. Be careful however, setting up an advertisement on Facebook is not without consequences: you will absolutely have to track the results, adjust your target, and make sure to respond to all of the comments that you may receive (without sometimes being notified) . For this, Agorapulse can help you 🙂
– Play on authenticity
Definitely the most important point. Do not try to look like the others. Publish a photo, publish a link, nothing very original, you will tell me. Bring your business, your brand, your employees / teams, your trades to life… in short, be authentic in what you show about yourself or your business. For this, the video format is certainly the most suitable format.
Even stronger: test the Live. Yes, live is risky. But the live is authentic and will bring authenticity to your communication.
Sébastien Gendreau: I am Head of Product for the Agorapulse platform. We provide Community Managers and Social Media Managers with tools to manage their social profiles. So you can easily publish content, manage your conversations or easily retrieve your reports! Oh I forgot … Made in England!
Hernandez, CEO Sociallymap
It’s actually not as easy to generate traffic or
to have a consequent audience on social networks, and in particular on
Facebook. For mainly financial reasons, Facebook is reducing
regular page visibility, in favor of profiles, in order to push
advertisers to invest. It is more relevant today to communicate via
profiles of natural persons if we want to keep even a little
hearing. For a company, this therefore involves mobilizing its
employees, via devices called ” Employee Advocacy “.
Obviously, this kind of device meets strict rules and
very different from “corporate” publication strategies. The
overall content strategy needs to be rethought. A significant one-off effort, but
guarantee of future ROI insured.
This type of strategy is not a patch to declining page visibility … It goes in the direction of history since consumers attach less and less importance to publications made by companies. The loss of credibility of corporate communications is blatant, and the investments not very profitable. Advertising is no longer transforming (see the growth rate of adblocker installations…). Consumers are today in search of authentic and natural speeches. What could be better then to offer the employees of a company to speak on social networks? You kill two birds with one stone like this: you compensate for the loss of page visibility, while offering a more authentic and more impactful speech.
Employee advocacy strategies are very effective,
conditions to respect certain rules and to understand the philosophy of
collaborators who will participate. To deepen, I offer a book
white on the subject, free download: content.ebook-employee-advocacy.com
Find Florent : Linkedin, Sociallymap
Jourdain, Consultant / Trainer Social Media and Influence
regular changes in social networks and in particular the constant decline in
reach on Facebook is not always easy to understand but the only thing
to keep in mind in my opinion, this is itcommitment.
There must be one
priority if you want to reach a maximum of people on the network
social. I recommend that you optimize your content by favoring
publications that promote interaction and interaction with your fans. In
choosing the most engaging formats on Facebook, including the format
video, you’re more likely to generate engagement.
By posting to the correct
moment, from an analysis of your statistics to know the days and
the hours that work best, you increase the reach of your publications
to reach more people and get more involved. By creating a real
community, involving fans from good listening and response
to comments, you improve the activity on your page.
By helping you
of ambassadors, identified among the fans, you get spinoffs
spontaneous and make you talk more about yourself. By setting up
partnerships with influencers, you can potentially boost your
engagement, number of fans and sales.
should consider theInfluence Marketing, be careful however with the
strategy used depending on the objective or the sector of activity.
Large advertisers tend to use this lever more to
achieve their sales and visibility objectives because they have a
Besides, the share of
the influence in brand marketing budgets is increasing every year.
However, they are not the only ones working with influencers. The
startups and SMEs are getting more and more interested in it by setting up
less expensive mechanics, for example with more micro-influencers
engagement generators. Doing without such a powerful lever would be a
important mistake and I think brands are well aware of this.
At a time when usage
of social networks explodes around the world (more than 3 billion
active users on the planet!), this marketing approach is a
great opportunity to generate engagement, site visits and
Marketing Influence today but there are pitfalls to avoid.
The main : based only on the size of the community. At the start of influencer marketing, brands wanted to work with stars who have large communities. From the analysis of the data of influencers, brands understand that it is better to bet on other profiles.
A second pitfall : let yourself be fooled by the audience of an influencer. In fact, it is recommended to analyze audience growth curves on each platform. With some exceptions, a downward curve of followers or a sawtooth is never a good sign. I recommend calculating engagement rates for posts, comparing them to an influencer of the same size, but also identifying the location and activity of the audience.
One last pitfall: buy the influencer only for its broadcasting power. Its real strength is its ability to create content, content that speaks to its audience. He takes the brand’s message, transforms it and then spreads it. Creativity plays an important role in deals with influencers.
Camille Jourdain: Social Media and Influence Consultant / Trainer
Blogger / Author of books on Twitter and Influence Marketing at Editions Kawa. Blog: camillejourdain.fr | Twitter: @camillejourdain | LinkedIn: Camille Jourdain | Facebook: camille.jourdain.marketing | Instagram: camillejourdain
Martine Le Jossec, Digital Communication Marketing & Social
One piece of advice: come back Facebook fundamentals.
This social network was created to create and maintain links between Internet users.
Besides, and this
is not trivial, originally there were only “friends”
and not, as elsewhere, simple contacts. And nobody wants to be
friend with a logo!
Brands have often lost their way in the race for fan numbers and have confused their Facebook pages with advertising placards or an annex to their website, worse with promotional space (not the animation of a page this is not is not just swinging contests). We must return to what makes up the essence of a popular social network: it is above all a place for discussion and exchange between humans. A space where a brand can chat directly with its communities. It’s about working fully on engagement and being a brand that engages in its ecosystem to engage in conversation and better engage its communities (like, comments and shares) so that they engage even more with the Mark.
To do this, you have to reincarnate brands on Facebook and bet everything on people.
For example showing who the people behind the logo are, working on an employee advocacy program to transform employees into ambassadors, setting up a program with influencers, etc. Creating groups with influencers, top customers, or other ambassadors can also be a great idea.
Martine Le Jossec : Consultant and Trainer, Founder and CEO of Agence Martine Le Jossec Communication. A communications and marketing professional for over 25 years, Martine is now recognized as an expert in digital / digital. Consultant and trainer, she is also a teacher in higher education. She is also a member of the collective “La Brigade Du Web” and engaged in numerous projects.
Find her on her website, her Linkedin page and her account Twitter
Sylvain Weber, CEO Fastory.io
Following the evolution in
2018 of the brand content visibility policy on Facebook, the
almost all brands and agencies with which we collaborate at Fastory
have shifted their marketing efforts to a publishing strategy
sponsored on Facebook and Instagram.
Many articles give tips for maintaining your reach, often written by the same authors who used to explain to you how to increase your number of Facebook fans or how to stay 1st on Google 🙂
Initially, Google’s PageRank was a mathematical formula governed by a basic equation and variables modulating its result. Over-optimization of content and manipulation of inbound links helped influence the ranking of a site. Then, the algorithm gradually became more complex until it integrated several hundred variables based on geolocation, the time spent on previous searches, the loading speed of sites, etc.
It should be understood that the Facebook newsfeed algorithm takes the same path. The biggest challenge each time is trying to figure out what’s going on in the black box. This is the subject of all fantasies because no one has the truth.
At first you hack techniques and it works, then the good practices of the past become the bad of the present, so that there is only one thing left to do: produce quality content that interests and engages your audience sustainably .
This is obviously a good thing for the social network and the 2 billion people who compose it, but also for your company which aspires to be always more caring and empathetic.
The problem is that you give Facebook the choice of whether or not to display your message to 5% of a target you don’t really know (try to list your fans to see) leaving aside the remaining 95% who will never see it.
If you’re neither a media outlet, nor a football team, nor a celebrity, everything suggests that organic Facebook posts are no longer the priority and that you need to spread your efforts over other actions. Here are some ideas:
- Define goals based on engagement KPIs pre-click (likes, comments, shares) and post-click (bounce rate, time spent, lead qualification);
- Build Desirable Marketing which is aimed at the right audience with the right content. Define the highlights from which your sponsored posts and stories campaigns will flow.
- Think mobile : Now, more than 80% of the time spent on social networks is spent on mobile. Use mobile-first advertising formats and microsites. Deliver the most engaging and conversational post-click / post-swipe experience possible.
- Take advantage of the unaltered reach of organic stories on Facebook and Instagram as long as they don’t have an algorithm yet. They benefit from increased visibility at the head of newsfeed.
To conclude, I think it is fashionable to dissociate the role of the social media manager whose job is to create links thanks to the organic (posts, comments and especially Stories), from the marketer who surprises and delights thanks to sponsored campaigns. A duality where everyone finally finds their place.
Sylvain Weber, CEO Fastory.io: Fastory is the 1st mobile-first marketing suite on the market. It enables marketers to better captivate, engage and convert audiences through the creation of a mobile thinking brand experience. Un large panel de fonctionnalités est proposé pour concevoir facilement et rapidement un marketing plus désirable, mais aussi plus performant : génération de vidéos verticales, mini-jeux immersifs et bots conversationnels qui convertissent jusqu’à deux fois plus qu’un formulaire classique. Visiter le site de Fastory.
Checklist pour contrer la baisse du reach Facebook
Pour finir, voici une checklist reprenant les points
importants ainsi que des pistes supplémentaires :
- Tirer partie de la puissance des chatbots avec
Manychat par exemple ;
- Mettre en place une stratégie publicitaire
Facebook en reciblant votre audience ;
- Créer des contenus qui provoquent la
- Concentrer son budget publicitaire sur le post
le plus performant ;
- Créer un groupe Facebook privé avec votre page ;
- Utiliser le format stories mis en avant par
Facebook ainsi que toutes les nouvelles fonctionnalités du réseau social ;
- Mettre l’humain au cœur de sa stratégie et
booster son activité grâce au social selling ;
- Mobiliser ses collaborateurs grâce à l’employee
- Mettre l’engagement au cœur de sa
- Analyser ses statistiques pour poster au bon
- Mettre en place des partenariats avec des
- Définir ses objectifs sur des KPI
- Miser sur les formats mobile-first ;
- Tester les formats verticaux : images,
vidéos… Si vous êtes sur Pinterest, recyclez vos contenus verticaux de ce
réseau sur Facebook ;
- Privilégier la qualité à la quantité, publier
moins mais MIEUX ;
- Relancer les débats dans les commentaires des
publications, plus le temps passe moins il y-a de commentaires, il faut les
valoriser et les relancer !
A vous de jouer
Dites-nous, via les commentaires, vos bonnes pratiques pour
maintenir une visibilité sur Facebook !