Remember the good old days when your Facebook posts would reach thousands of people without you having to pay a dime? Yeah, those days are long gone. Thanks to Facebook’s ever-changing algorithm, organic reach has become a thing of the past. Or so we thought.
HubSpot’s Latin America & Iberia Marketing team faced this challenge head-on. Their organic reach had plummeted, and they were desperate for a solution. So, they did what any good marketer would do: they experimented. And boy, did they succeed.
Strategy 1: Facebook as a Publishing Platform
HubSpot realized that their traditional strategy of using Facebook as a traffic source was no longer effective. People weren’t clicking on links as much as they used to. So, they shifted their focus to creating valuable content that could be consumed directly on Facebook.
Strategy 2: Play by Facebook’s Rules
Facebook loves videos. Like, really loves them. So, HubSpot started creating more videos, and their reach skyrocketed. They found that a 50% video content strategy led to consistently higher reach.
Strategy 3: Break Up with Paid Boosting
HubSpot used to rely heavily on paid boosting to get their posts seen by more people. But they realized that this was a short-term solution. So, they started focusing on organic growth instead. They only used boosting sparingly to amplify high-performing posts.
Strategy 4: Change the Way You Measure Success
Likes are dead. Long live reach! HubSpot stopped measuring their success by the number of likes their posts got. Instead, they focused on reach, specifically Average Reach per Post.
Strategy 5: Keep it Organized
HubSpot implemented a structured social calendar to ensure that they were posting consistently and tracking their performance. This helped them to stay organized and focused.
Strategy 6: Consider Alternatives
HubSpot knew that Facebook wasn’t the only social network out there. So, they were open to exploring other options if Facebook’s strategy changes impacted their performance. When #MartesEnVivo, their weekly Facebook Live series, lost momentum, they relaunched it on YouTube to extend its reach.
Bonus: Remember, Facebook is a fickle beast. Its algorithm is constantly changing, so you need to be prepared to adapt. But if you follow these six strategies, you’ll be well on your way to reviving your organic reach.
As the great social media philosopher, Mark Zuckerberg, once said, “The best way to predict the future is to create it.” So, go forth and create some amazing content that will reach millions of people. And don’t forget to have fun along the way!
Frequently Asked Questions:
What is organic reach?
Organic reach is the number of people who see your content on social media without you having to pay for it.
Why is organic reach important?
Organic reach is important because it helps you to build a relationship with your audience and grow your business.
How can I increase my organic reach?
You can increase your organic reach by following the six strategies outlined in this article.
What are some common mistakes that people make when trying to increase their organic reach?
Some common mistakes that people make include relying too heavily on paid boosting, focusing on the wrong metrics, and not creating engaging content.
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