For years, the lament of small businesses on Facebook has been the same old tune: organic reach is dead. Remember the good old days when posting an update meant a significant chunk of your followers (and even some beyond) would see it?
Well, those days felt like a distant memory, overshadowed by the need to “pay to play” through advertising. But hold onto your hats, folks, because Facebook has thrown a curveball that might just be the lifeline small businesses have been waiting for.
The social media giant is undergoing a significant transformation, shifting its focus from a purely friends-and-family-based feed to what they’re calling a “Discovery Engine.” This isn’t just a minor tweak; it’s a fundamental change in how content is surfaced to users. Instead of primarily seeing updates from accounts you already follow, Facebook is now prioritising content based on your interests, even if it comes from pages you’ve never heard of.
This means up to a whopping 50% of the content in your feed could now be from accounts you don’t follow! Talk about a plot twist!
The Dawn of the Discovery Engine: A New Hope for Small Pages
This shift is like a breath of fresh air for small businesses. For too long, the algorithm favoured established brands with large followings and deep pockets for advertising. It felt like trying to shout over a crowd with a megaphone that had a dodgy battery. But with the new Discovery Engine, the playing field is starting to look a lot more level.
Think of it this way: imagine a bustling marketplace. Previously, the prime spots were reserved for the biggest vendors. Now, Facebook is essentially creating new avenues and walkways, allowing smaller, perhaps less well-known stalls to be discovered by passers-by who might be interested in what they have to offer.
Even businesses with a modest following can now have their content seen by a much wider audience, potentially going viral based purely on the merit of their content. It’s like a digital David and Goliath story, but hopefully with fewer slingshots and more share buttons.
Riding the Organic Reach Wave: How Small Businesses Can Capitalise
So, how can your small business make the most of this resurgence in organic reach? The key, my friends, lies in creating content that is so engaging, so shareable, that the algorithm simply can’t ignore it. Forget about chasing vanity metrics like likes; the name of the game now is genuine connection and content that resonates deeply with users, prompting them to share it with their own networks.
Here are a few pointers to get you started on this exciting new journey:
Craft Content That Captivates
First things first, your content needs to be top-notch. Forget about churning out generic posts just for the sake of it. Every piece of content should aim to either entertain, educate, or inspire your audience.
Think about what truly matters to your target demographic and create content that speaks directly to their needs and interests.
- Visuals are your best mates: In a scroll-stopping world, eye-catching visuals are crucial. High-quality images and videos are far more likely to grab attention than plain text posts. Think about using vibrant colours, interesting compositions, and even short, engaging video clips. Remember, a picture is worth a thousand words, and a captivating video? Well, that’s social media gold!
- Tell stories that stick: Humans are wired for stories. Instead of just listing features or benefits, try weaving a narrative around your product or service. Share customer success stories, give a behind-the-scenes look at your business, or simply tell a relatable tale that your audience can connect with. Stories create emotional connections, and those are the ones that lead to shares.
- Ask questions that spark conversation: Engagement is a two-way street. Don’t just broadcast information; invite your audience to participate. Ask open-ended questions that encourage them to share their thoughts and experiences in the comments. This not only boosts engagement but also gives you valuable insights into what your audience cares about.
The Shareability Factor: Making Your Content Go Viral
The magic of the new algorithm lies in its ability to surface content to people who aren’t already following you. But how does it decide what to show? The answer is simple: content that people are already engaging with and sharing.
When someone shares your post, it gets seen by their friends, and if they find it interesting, they might share it too, creating a ripple effect that can lead to significant organic reach.
To create shareable content, consider the following:
- Tap into emotions: Content that evokes strong emotions, whether it’s joy, humour, inspiration, or even a touch of outrage (use with caution!), is more likely to be shared. Think about creating content that makes people laugh, makes them think, or makes them feel good about sharing it with their friends.
- Offer value that’s worth sharing: People often share content because it provides value to their network. This could be helpful tips, insightful information, exclusive deals, or even just a funny meme that they know their friends will appreciate. Think about what kind of value you can offer that would make people want to pass it on.
- Make it easy to share: This might sound obvious, but ensure your content is easily shareable. Use clear call-to-actions like “Share this with a friend who would find this helpful!” or “Tag someone who needs to see this!” Make sure your social sharing buttons are prominent and easy to find.
Don’t Be Shy, Give Us a Try!
Feeling inspired to make the most of this organic reach revival? We can help you craft content that not only gets seen but also gets results. At 50 Pound Social, we’re experts at creating engaging, shareable content that cuts through the noise and helps small businesses like yours thrive on social media.
Why not pop over to our website and see how we can help you unlock the full potential of Facebook’s new algorithm? We promise, it won’t cost you an arm and a leg – just fifty pounds!
Real-World Wins
Let’s imagine a small independent bookstore called “The Book Nook.” Previously, their posts might have only reached their few hundred followers. But with the new algorithm, if they post a beautifully shot video showcasing their cosy atmosphere and a selection of intriguing new releases, and if people who are interested in books (even if they don’t follow The Book Nook) start engaging with it, Facebook will likely show it to more book lovers. If the video is compelling enough, it could be shared widely, leading to a surge in foot traffic and online orders.
Or consider a local bakery, “Doughlicious Delights.” They could post mouth-watering photos of their freshly baked goods with a caption asking users to tag their favourite pastry pal. If this post resonates with people who love baked goods in their local area, it could be shared amongst friends, leading to increased brand awareness and, you guessed it, more customers craving their delicious treats.
Tips for Triumphant Tactics: A Quick Recap
To summarise, here are a few key takeaways to help you navigate Facebook’s new Discovery Engine:
- Focus on quality over quantity: Create fewer, but higher-quality posts that are genuinely engaging and valuable.
- Embrace visuals: Use compelling images and videos to capture attention.
- Tell authentic stories: Connect with your audience on an emotional level through storytelling.
- Encourage interaction: Ask questions and invite your audience to participate.
- Make sharing a no-brainer: Create content that people will naturally want to share with their networks.
- Experiment and analyse: Pay attention to what type of content performs best and adjust your strategy accordingly.
The Future is Bright for Organic Reach
While the social media landscape is constantly evolving, Facebook’s shift towards a Discovery Engine offers a genuine opportunity for small businesses to reach a wider audience without breaking the bank on advertising.
By focusing on creating engaging, shareable content that resonates with users’ interests, you can ride the wave of this organic reach revival and connect with potential customers you might never have reached before.
So, dust off your creative hats, get those content ideas flowing, and get ready to see your Facebook presence flourish! The game has changed, and for small businesses, it looks like it’s finally changing for the better.
