Article

Barney Durrant
Barney Durrant 25 November 2015

Video Supercharges Facebook Organic Reach

Organic reach has become ever harder on Facebook, however, there is an easy way to boost your Facebook organic reach. Video!

Organic reach has become ever harder on Facebook, where the platform mainly favours paid campaigns and only the very best content reaches beyond a handful or people.

 

However, there is an easy way to boost your Facebook organic reach.

 

Video.

 

Facebook is focusing its efforts more and more on video, as it seeks to compete with Google’s YouTube and become the number one destination for video creators to share their content with their followers. The figures for video on Facebook are through the roof and suddenly there are two major players to consider when you are making and sharing video content.

 

The upside of this for marketers is that Facebook consistently rewards you when you post video content. I have seen a measurable bump for my clients when I post or share videos on their Facebook pages. Where a client might be getting just a handful of organic impressions for a text post or a post with photos, if you introduce a video the impressions can easily be 5 times the average number associated with the other mediums.

 

There are two reasons for this.

 

Facebook wants more video in its newsfeeds, so its black box algorithm has been tweaked to give video content a better chance than other posts.


At the same time, Facebook users are getting more used to seeing the auto-play videos in their feeds, so are reacting, liking, sharing and commenting on them more, so it is a virtuous circle of response for video content.

 

Typically clients can be a little scared of video – how much will it cost to make, it’s too hard to produce, we don’t have an agency for that…


Ultimately, a great company-produced video series is the goal. However, the beauty of social media is that you don’t have to just share your own content. Head over to YouTube or scan the companies you follow on Facebook and find the best video content in your vertical.

 

If you are a retailer, then lean on the millions of dollars that your branded product manufacturers spend on their marketing and leverage their video content by sharing it on your page.

 

Don’t be scared to make some videos. Experiment – they don’t have to be slick, professional TV ad-quality masterpieces. More candid, direct videos are always popular on social media. Authenticity and speaking to your audience are the keys to success.

 

If your content has become static and a little stale, it is time to find some great videos for your Facebook page. You will delight your audience and then see your organic impressions soar.

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