Facebook provides your business with a unique opportunity to connect with your target market. It lets you provide updates, share your brand message, and interact with your consumers. You can also advertise on Facebook.
Which posts your audience sees can seem random. Some posts seem to do remarkably well, and others fall short. Understanding Facebook reach is essential to creating successful Facebook advertisements for your business.
What does "people reached" on Facebook represent?
When talking about "people reached," it refers to the number of people that actually viewed your post. Not all your followers will see every post. Facebook limits the organic reach of pages. One reason it limits business posts is to make money from paid advertising since businesses will spend money promoting posts to ensure their reach.
The second reason Facebook limits your post is that it wants to create a good user experience on the social network. It wants to provide each user with a variety of content in their feeds, not showing too much of one business or another.
Facebook reach vs. engagement: What’s the difference?
Facebook reach indicates the number of people who have viewed your post. High reach does not always mean high engagement. It just means viewer numbers are high, but it's possible to have a high reach with low engagement.
Engagement measures the number of interactions people have with your post. It calculates how many likes, clicks, comments, and shares your post gets. It's important to consider engagement metrics when trying to build a relationship with consumers. Engagement increases their loyalty to your business.
Your post engagement will be based on how compelling your post is to your followers, and higher engagement increases the visibility of your posts.
Types of Facebook reach
Facebook calculates reach in two ways: page reach and post reach.
- Post reach measures how many people have viewed your post on your page or in their Facebook news feed.
- Page reach measures how many people had any of your content displayed in their news feed.
Page reach and post reach can be broken down into three categories.
1. Organic reach
Organic reach refers to the free views you receive from a post due to Facebook’s algorithm. It's possible to boost your organic reach by creating compelling posts with calls to action (CTA). You can also increase engagement by timing your posts so they appear when your audience is most likely to be active on Facebook.
2. Viral reach
Viral reach is the number of people who viewed your post through a friend’s interaction with the post. For example, if a fan likes, comments, or shares your post, their friends will see your post even if they aren’t fans of your page. Highly engaging posts often have high viral reach.
3. Paid reach
Paid reach refers to the number of viewers who see your content when you create Facebook ads. You can increase paid reach by optimizing campaign settings.
5 ways to improve Facebook reach for your marketing campaigns
Your marketing campaigns will be useless if your target market doesn't view them. Social media advertising relies on strong interaction with its audience. Facebook Business Manager helps you track and manage your advertising tools, data, content, and audience lists for your advertising campaigns.
Follow these Facebook advertising tips to ensure a large reach.
1. Set up a Facebook business page
A business page contains more information about your business. It can showcase your products, list your business hours, and register check-ins. Check-ins are a type of post that indicates a user is at your business’s location.
Business pages allow you to create advertisements. They can give you access to page insights with important social media metrics. Once you learn how to make a Facebook business page, you can set one up in an hour.
2. Start with good targeting
Facebook has collected a great deal of information on its users. This can help you serve up your ad to the people most likely to engage with it. When creating an advertisement, narrow your target group to increase its relevance. If you know your perfect buyer persona, you can match your messaging and target that group.
When your goal for your ad is brand awareness, you will want to include a large audience to view your brand through Facebook ads. Broadening your target group can give you more information and data when testing out product ideas or concepts.
Test your targeting to discover what will work best for your market. Certain demographics are simply not that engaged on Facebook. Run a test ad to determine how engaged your target market is on Facebook.
3. Retarget your ads for warm leads
To create a retargeted ad, open the . Retarget ads to people who have interacted with products on and off Facebook. You can target people who added items to a cart, upsell products to people who have viewed your products, or promote products from your catalog to a custom audience based on how people reacted to your products.
4. Write great ad copy
Speak to your target market when you write your ad copy. Test out different versions of copy to see what will resonate with your audience. When you write ad copy, include a strong call to action. This will prompt your followers to engage with the post.
The following are good calls to action to use on Facebook.
- Click on the link below.
- What do you think? Comment below.
- Like our website.
- Share this post with a friend to enter our contest.
- Visit our website for more information.
- Buy today!
5. Get engagement on your ads
Engagement with your ads will increase your organic reach on Facebook. It will also increase your paid ad reach. Facebook ranks ads through the virality effect. When an ad has a lot of activity with likes, comments, and shares, Facebook will serve it up to more people. If more people like your ad, it will be shown to more Facebook users.
Use a strong brand personality
Authentic engagement is crucial. A strong brand personality will encourage people to engage with you online. You’ll drive more engagement from your audience by injecting an element of fun into your ads. This will increase your Facebook relevance score and lower the cost of impressions.
Run a likes campaign
If your goal is to expand your reach, run a likes campaign. Company content is less likely to show up in news feeds. Having people like your page and engage with your posts builds a base audience that can help you grow.
Followers are more likely to engage with your content. You’ll get solid engagement rates on your ad if you target your followers for one to two days. After a few days, target the friends of your followers. Generate social proof among your followers by encouraging followers to tag a friend, like, comment, or share the post. Social proof helps people take your ad seriously.
Another way to drive engagement is to create something controversial that will piss people off. You can adopt a controversial political view or align with a social construct. People who love your viewpoint will share it, and the people who hate it, will be eager to write negative comments. This will ensure that your advertisement is seen by many people. Be careful with this strategy because negative engagement can have consequences.
Maximizing your business’s Facebook reach
Creating highly engaging Facebook posts will ensure your reach is large. If your organic post is doing well with your target market, enlarge the audience and turn it into a paid post. This will ensure your post is seen by as many people as possible.
Make sure the posts you create relate to your brand. This increases the chances your target market will engage with your posts. Include a strong call to action in each post that will inspire viewers to comment, like, and share the posts with their friends. A large reach and engaging posts will ensure that your business advertising message is conveyed to a large audience.