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Increasing access to Facebook can be a difficult and time-consuming task. In many ways, it is both the starting point and the ultimate goal of Facebook marketing.
Accessing your brand's Facebook is the basis for many of you other Facebook values – such as comments, likes and impressions – are based on. Without prejudice, your content will exist without purpose or visibility on Facebook.
But at the same time, if you want to improve your attention and get more likes and comments, you need to make sure your content is already accumulating likes and comments, exactly what you need to get in order to get.
If this whirlwind of paradoxes makes your head spin, you're not alone. Access to Facebook is a strange but powerful being: it's hard to tune in and out of control, but it can prove to be a powerful companion.
Here, we will try to raise awareness of Facebook's meaning and how it can help you grow your brand.
What is Facebook?
The concept of touching itself is quite easy to understand, but it is quite nuanced. In short, your coverage on Facebook is simply that the number of unique users who see your post or page, whether they have committed to it. So if you create a post and 100 people are looking at it, your coverage is 100 people.
The Facebook approach is always measured within a specified period. This means that you cannot get a simple value for your overall reach. Instead, you need to look at your daily, weekly or monthly coverage.
Obviously, Facebook has no way of actually tracking how many literary eyes your posts see as they scroll through their news journal. So Facebook is simply tracking how many unique screens your post shows.
In the past, reaching a post was based on how many unique users uploaded the post to their news log, even though it was never displayed on their screen. However, this has changed in February 2018, so marketers who are familiar with the old way of measuring the area should be readjusted to the updated method.
Touch on impressions
Now, it is important to distinguish between touch and impressions. Unlike touch, which measures how many unique viewers your post has, impressions measure how many times your content was displayed.. This one not measure unique viewers. So, if your channel has been broadcast to the same person three times, your impressions will increase by three. Theoretically, you could have a post with 1 and 100 impressions.
With the definition of impressions in hand, we can now review the definition of Facebook access more clearly the number of unique users watching your post in a given period versus the total number of views (including repeated views).
Anyone marketing their business on Facebook should be aware of this is not a form of engagement. Rather, earning is a precursor to engagement: as your coverage increases, so does the likelihood of engagement, just because your content appears in front of multiple users. Thanks to the Facebook algorithm, more involvement can actually increase you, so while connected in certain ways, there are two separate values.
Types of Reach
Facebook divides access into two main categories: touch page and post distribution.
- Handy post is a measure of the unique impressions of any individual posting within a specified period of time.
- Access to the page is a measure of the number of unique users they have seen anything of page posts within a specified period.
You may have a high page cover and a low post or vice versa. If you post very often, you may have a high page rank and a low post level, but if you post less, you may have a low page rank and a high post.
You will need to consider your overall branding strategy to determine whether you should focus on increasing your post or page. If brand awareness is your goal, increasing your page reach is usually the best target. .
Organic, paid and viral coverage
Coverage of the page and posts can be divided into three other categories.
- The organic approach is the number of unique users who saw your content after you posted it for free on your page.
- Payment handy is the number of unique users who have seen your paid content on Facebook, such as a Facebook ad or a stimulated post.
- Viral attraction is the number of unique users who saw your Facebook content, because one of their friends engaged with it, which they liked, commented on, or shared.
Each of these terms can be applied for both page coverage and posting, so you can refer to the organic reach of a post, paid page coverage, etc.
Other types of coverage
Facebook offers some other less common values that brands can use to gauge their ability.
- Arrive in the city tells you how many unique users in a particular city have viewed your content within a specified period of time.
- You arrive by country tells you how many unique users in a particular country have viewed your content within a specified period of time.
- Touch through demographics tells you how many unique users of a particular demographic, such as men ages 18-24 or women 40-59, have viewed your content within a specified period of time.
Although these coverage measures are less common than organic, paid, and viral touch, they can still be incredibly useful.
For example, if a small bakery owner in Denver is trying to attract customers, they should pay attention to their access through the city. But if their viral size is outside the rankings and to a large extent in Krakow, Poland, it will not drive the results the brand is looking for.
The state of organic coverage vs. paid on Facebook
From 2012 to 2014, the organic reach of Facebook brand posts decreased by approximately 90%.
The reason for this decline is twofold. First, the sheer amount of branded content that appears on Facebook has increased dramatically since the platform was born. More brands are fighting for more competition and there are only so many organic pies.
Second, Facebook has begun to implement changes The algorithm for Feed News in 2018 that prioritizes content from friends and family, especially by promoting content that promotes engagement. Clearly, this could put the brand's content at a disadvantage immediately.
More generally, Facebook makes an effort to promote content that encourages user-to-user interaction, primarily with other close users.
According to Lauren scissors, Head of News Feed Research at Facebook, the philosophy that drives change is that "interacting with people, such as a conversation or a memory about the things you share, is associated with a better sense of well-being, and the benefits they are even stronger when you are close to the person and when the interaction requires some effort. "
Because of this, in general, it is easier to increase paid coverage on Facebook than to increase organic or viral touch.
How to boost Facebook reach in 2020
While it may seem like books are definitely stacked on Facebook pages, there are still ways to organically improve your access to Facebook – it just takes a little creativity.
Build relationships and trust with your audience
Lauren scissors hinted at what kind of branded content will perform well when she mentioned interactions that require some effort. She gives an example: "write a long and careful reply to a friend's post."
So what can we gather from this? The type of paid and organic content that will continue to work well on Facebook is content that elicits careful responses and creates meaningful experiences for users. Your content should ideally encourage discussion without participating in engagement baits – Facebook has been against this practice since 2017.
Let's take a look at some examples of brands that do this.
By asking users to choose between a traditional burger and a vegan burger, Bareburger creates a place for debate and discussion on the benefits of each diet.
Dove is taking action with Girlgaze, Getty Images and women everywhere to create a more inclusive vision of beauty.
Similarly, Dove's posting about changing stereotypes of beauty invites users to share their personal experiences. Indeed, the post garnered 234 comments and some were over 79 words. In fact, Dove joined the conversation and responded to comments with words of support and encouragement. Showing the interest and response of your followers continues to build trust with them.
Create attractive content
Facebook users tend to lean towards image-based content and not just text. Create visually appealing posts that attract visitors and catch their attention. note, video content Facebook is also growing clean nice videos is a good way to get followers to engage with your posts.
You know when your audience is most active
No matter what type of content you post, it's important that you post it at the right time. When is your audience most active on Facebook and engaging in your content? You can test this and schedule it according to your results Or, with a feature like Sprout Social ViralPost, you can find the right time to post your content for the highest touch.
Knowing how Facebook defines touch on its platform is essential when you measure the performance of your page or post. Once you understand how Facebook is measured, you can then plan your Facebook marketing strategy with clearer goals in mind.
If you would like to find out more strategies to build meaningful connections with your followers and increase your reach, download us Free guide on using social listening to create deeper connections.