If you own your own Facebook page, you know how this goes. You spend a ridiculous amount of time making something— a track, a blog post, an event— and get super amped to share it on Facebook. You post it up, waiting for the social wildfire to start. But all you get is crickets.
5 people of out 5,000 actually saw your post.
I’m familiar with this. My DJ/producer page rarely saw the amount of organic reach that I wanted. My year-long gig at a local record label saw the same. And then I realized something.
It’s not about the size of your audience, it’s about what you post.
In order to understand the solution to good organic reach, we first must understand what organic reach is. Organic reach is how many people will see your Facebook posts without you paying for it. Essentially, it’s how far your posts can go on it’s own.
Organic reach is part of a complex algorithm called EdgeRank. EdgeRank was made to protect Facebook user’s newsfeed from irrelevant material. EdgeRank determines what content is relevant for each user, and then displays what posts it thinks is best for & most personalized to suit that individual user. Basically, EdgeRank decides what you will enjoy, based off what you enjoyed in the past.
EdgeRank calculates a post’s organic reach in 3 ways. They are.
- Affinity – How much has a user interacted with the page in the past? Do you have a relationship to the page?
- Weight – How many users have interacted with the post already? Is the post already popular?
- Time – How recent is the post? As a post gets older, it’s EdgeRank value drops.
The Twitter Fallacy
A lot of producers say, “I’m moving to Twitter where everyone sees 100% of my posts.” This is a fallacy, and the reason EdgeRank exists.
To show, here is a picture comparing the sharing of the same article on both Twitter and Facebook. The headline and copy are a little different, however, they are comparable.
In Twitter, posts get buried in the timeline. In order to see somebody’s Tweet, you have to witness it happening live or scroll past the other tweets to see it.
Facebook realized that seeing every post from everyone that you follow would lead to a very noisy environment. Everybody would, in a sense, be talking over each other & it would be difficult for any posts to gain the attention deserved. Facebook also realized that people don’t unfriend the people or unlike pages that they don’t engage with. This is why EdgeRank exists. EdgeRank can show you relevant content no matter when if it was posted 4 seconds ago or 4 hours ago, and cut out whatever was irrelevant in that time frame.
Why memes are killing your page
So, most producers will figure out a way to game EdgeRank. They’ll post picture memes or funny videos to gain likes & shares. Think Nathaniel Knows for this. Think of the last time you saw a picture from Nathaniel Knows in your newsfeed—probably sometime today. Now, think of the last time you saw music from Nathaniel Knows in your feed—almost never.
The fact is, when you game your reach with anything other than music, your music loses touch with EdgeRank’s algorithm. Fans disproportionately engage with your memes, so when you do post music, Facebook expects a lot more from you. When you fail to meet those expectations (because everybody likes you because of your memes), Facebook will instantly drop your reach.
How to maximize organic reach
Create good content. Seriously, do that. You want to have your content be on an equal playing field with itself. Meaning, when you post a video, make it of your music. Make a Soundcloud link your most commented on, popular link. You need to carefully consider how each and every post will elevate your page’s affinity to your fanbase.
Here’s some quick tips for making your fan page’s organic reach the best that it can be.
- Don’t post memes. Simple as that. Avoid all memes. If your memes are better than your music, then your memes will have better organic reach than your music. By removing memes from your social diet, you create a more level playing field for your music to thrive.
- Don’t post random, useless things o. If you’re the type to share relatively useless or random tidbits about your day, you are losing out on organic reach.4rCEDΩ
- Make content that engages. While we may think that “comment your favorite producer” is gimmicky, it actually hugely boosts your organic reach. If you are creating content to be consumed, not engaged with, you are leaving a huge amount of organic reach on the table.
- Ask people to engage with your posts. Literally say, “Like this post” or “comment a friend who would like this song”. You would be surprised how many people would do that. Remember that if you are not getting likes, shares, or comments, you are failing.