Facebook reach
Facebook reach is a term that defines the number of unique people who viewed your content during a specific time period. However, depending on what the content is, the various types of reach can vary, which we’ll dive into next.
Types of Facebook reach
When looking to evaluate your own metrics, you’ll first need to distinguish between Facebook post reach and Facebook page reach.
This is where it can get a little bit confusing. Facebook post reach signifies the number of people who viewed a given post in their news feed, while page reach references the number of people who viewed any content during a specified time period. Determining which to focus on will largely depend on your Facebook content strategy.
Both Facebook post reach and page reach are divided into three categories:
- Organic reach: As the name implies, this reach is essentially free as it refers to fans who naturally saw your content in their news feed.
- Viral reach: This happens when people see your content when someone else creates a story about it. If a fan likes, shares or comments on your posts, their friends will see that content.
- Paid reach: The opposite of organic reach, this is when you pay for the reach you obtain. It typically results in larger numbers of people seeing your content but obviously also comes with a cost.
How does Facebook reach work?
Recent changes to the Facebook algorithm have been designed as an attempt to show users more of what they want to see. To determine where each post should be placed, Facebook began looking at:
- Meaningful interactions
- Replies
- Likes and comments
- Links shared on Messenger
These indicators are then factored into the order of posts and the way they’re presented to better ensure relevancy to users.
Facebook reach best practices
Facebook reach is a powerful thing. The more reach your content has, the easier it is to develop new fans and followers for your organization. Facebook continues to be an ideal channel for companies who want to reach new customers. With billions of active users from a range of demographics, it offers a way to expand your target audience.
Some of the best ways to increase your Facebook post reach include:
- Encouraging audience engagement by asking questions that prompt people to comment.
- Create inspiring and educational posts that customers will want to share.
- Use the latest Facebook features, including live videos. Unique material is often more appealing to your audience.
- Boost and promote your best posts to help your reach go further.
- Use Facebook as a channel for retargeting.
- Track the performance of your campaigns. Through tools like Sprout Social, you can figure out which kind of content delivers the best reach.