Decoding the Secrets: Master Facebook's algorithm for better (and organic) reach

Social media marketing is dominated by Facebook, which has emerged as the undisputed leader.

With over 2.9 billion monthly active users, Facebook offers businesses a colossal platform to reach a HUGE audience - if you figure out how to tap into it the right way.

However, the constantly evolving algorithm poses challenges in maintaining Facebook's organic reach.

But, not everyone wants to sink money into Facebook ads - which are an artform all on their own.

Fret not, small business owners! We're here to guide you through decoding the secrets of Facebook's algorithm to elevate your organic reach.

Fasten your seatbelts, and let's embark on this journey!

Getting to know what it takes to rank on Facebook:

Facebook's algorithm takes several factors into account when determining the content displayed on a user's News Feed, such as:

• Timeliness

  • When a post was made

  • Posting consistency

• Engagement

  • Likes

  • Comments

  • Saves

  • Shares

• Personal connections

  • Mutual friends or connections

  • Mutual likes

  • Similar pages

To stay ahead, familiarize yourself with these elements and adapt your content strategy accordingly.

Post quality content consistently (that doesn’t necessarily mean every day!), comment on other posts as your Facebook Business Page, like similar pages or influencers in your target market as your business page.

Make quality content for your Facebook audience:

Quality content is vital to gaining trust, particularly on Facebook. Concentrate on creating posts that are relevant, informative, and captivating for your audience.

This may seem harder than it really has to be. Think in terms of how we all behave on social media. Do you tend to click on blatant promotions? Or do you click on posts that entertain you or solve a small problem you have?

What makes you stop and comment on a post?

Naturally, it’s ideal to know your target audience well.

This is something most small business owners have more insight into than your average corporation. What big companies have to pay big money for, you know naturally about your audience.

For example, let’s say you are a carpenter/own a carpentry business. You might know how to make houses and decks, but you’ll also take smaller jobs like making a shelf or finishing a fence in between your big jobs.

You could and should certainly post photos of your work and before and after comparisons (with the client’s permission), but you could also post short videos on how to address common problems in your household.

Share things you know as a carpenter, your hacks, how to hold a hammer, which wall mounts work best for large frames, or what wood prices look like this week at Lowe’s vs. Home Depot.

If you own and operate a cleaning business, show your thought leadership in the art of your craft. Share how-tos on making cleaner out of vinegar, how to make laundry detergent, how to scrub grimy toilets, you get the idea!

Solve small problems for your audience so they’ll trust you to solve their big problems.

And keep things spicy! Incorporate a blend of images which could be photos, and even infographics if you’re handy with a graphic tool, videos, and polls to keep the experience lively and entertaining.

Facebook Posting Tips

Timing and consistency play crucial roles in Facebook posting.

Identify the ideal posting times for your target audience, adhere to a consistent posting schedule, and monitor the optimal post frequency to avoid overposting or underposting.

This can seem like a tall order, but let’s give it some thought. You own and operate a landscaping business. In your area, you target large subdivision neighborhoods.

You also happen to live in a city with a high population of medical personnel and college faculty and staff - they happen to tend to live in 2 of your target neighborhoods due to their proximity to the hospital and colleges, respectively.

As such, maybe it’s best that you post early in the mornings during the week and also test posting around lunch time every other day. Since your target market is typically busy during the week, it may be ideal to post at least once every Saturday.

Examining Your Facebook Insights

Data-driven decision-making forms the foundation of successful marketing campaigns.

Regularly examine your Facebook Insights to identify what works, what doesn't, and modify your approach accordingly.

You’ve been posting every Monday morning at 8am and every Wednesday at 12 noon for 3 months. Your Wednesday posts always get traction, but your Monday posts get very little. Adjust your posting schedule.

Your before and after pictures get a lot of shares, but your infographics are usually ignored. Post more before and after pictures, and either stop posting infographics or consider how you can make your graphics better.

Always bear in the mind that data is only good when it’s accurate, and it can only be accurate if you gather as much data as you can. This means consistent posting, commenting, and other marketing activities.

Strategies for Boosting Organic Reach on Facebook:

Experiment with diverse content types, optimize your post titles, and test varying posting times.

You can experiment with AI tools like Writesonic, ChatGPT, CopyAI, and more when you’re stuck on rapid iteration of different headlines.

But honestly, you don’t even have to get that complex. Experiment with emojis in your headlines, end every post with a CTA (call to action) and cycle out two to three CTAs.

Post Reels, images, and anything relevant and related to your business. Try to stay on-brand, but also embrace experimentation!

Too many businesses fail on social media because they are either stuck on what to do next or they are intimidated by the idea of getting it wrong.

Moreover, consider collaborating with relevant influencers or joining forces with other businesses to broaden your reach. Influencers don’t have to be the stereotype you’re imagining.

Your local Mayor is an influencer (if your target audience cares about their opinion). Anyone who your target audience already trusts is a potential influencer over them.

Community interaction and what it means:

Addressing comments, messages, and reviews is vital for cultivating strong connections with your audience.

People in general aren’t going to interact with your page if they feel like you don’t monitor it or respond in a timely manner.

This is also a metric the Facebook algorithm checks for! You’ll notice that all business pages on Facebook have a report on their usual turnaround time in Messenger.

You don’t want your page to say “Usually replies in a few days.” Instead, you want to show yourself off as a real and genuine person, running a legitimate business…and your turnaround time says “Usually replies instantly.”

This is where tools like Smart Convo can come into play. Set up an auto response to catch all basic messages immediately, and then build out demos or bots that address FAQs. Maybe funnel your audience to your appointments page or get their information so you can give them a free quote.

Engage with your community and demonstrate genuine interest in their thoughts and opinions. Too often, we’re too afraid to showcase the person behind our business - but that’s exactly what your audience wants!

Using Facebook groups to reach organic audiences:

You can reach more people by leveraging niche Facebook groups.

The creator economy is fracturing off to include the community economy. More and more people online are seeking niche groups that solve their immediate problems associated with their jobs, lives, and hobbies.

For small businesses with local audiences, joining their local community groups on Facebook and responding to community posts can be a huge source of traffic and interest.

You can boost your thought leadership in your area by responding to posts by locals. Don’t just talk about your business, but mention other contacts and businesses you endorse. Look at communities as something you have to give to in order to get anything. As a matter of fact - apply that to your business and social media presence as a whole.

Who is going to find your business on Facebook if you have a page with no activity or posts? Similarly, who is going to trust you as a business if they’ve seen or heard of you before?

Boost your reputation by being at the forefront of your target audience’s attention. Facebook groups are fantastic niche-spaces where you can boost traffic to your page with your own words.

Making the most out of your Facebook Business Page

Mastering Facebook's algorithm for organic reach might appear intimidating, but with the appropriate strategies and perseverance, you can unlock its immense potential.

Implement these suggestions, stay informed about the latest algorithm updates, and witness your Facebook presence flourish.

Happy decoding!