Facebook, one of the most effective tools for your hotel’s social media marketing activities, holds a significant potential with over 1 billion users. However, recent analyses show that organic reach, i.e. reach without ads, on Facebook pages is decreasing.
As there are millions of pages wanting to be featured in Facebook news feed, Facebook is required to put a limit on news feeds by a wide range of algorithms. This causes a decrease in organic reach on Facebook pages. Analyses indicate that only 4 percent of followers can view the contents created by corporate Facebook pages on their news feed, due to the Facebook algorithms. Another significant finding is that the organic reach on Facebook has decreased by 16 percent since 2012.
What can you do to increase organic reach on your property’s Facebook page?
1. Reconsidering posting frequency
Facebook users spend approximately 1 hour a day on Facebook. Therefore, the best way to reach more people on Facebook is to post more often. In previous years, the organic view rate for pages used to vary between 15 percent and 25 percent of the total number of people who like your page. However, it is suggested that the organic reach rates have decreased by 5-10 percent in response to the 2014 Facebook algorithm update. In this case, a better option would be to post 2-3 times a day so that your followers can see your posts in their news feed.
2. Reutilizing previous engaging contents
Creating new content constantly just to share more can be taxing of both time and creativity. Therefore, consider making re-use of the content you shared previously and received high engagement rates. You can repost your popular content worth-sharing by reviewing your previous posts regularly. Research shows that content that received high engagement rates previously can be effective when posted for the second or even for the third time.
3. Use of hashtags
You can reach more users by using hashtags in your Facebook posts. Hashtags you used on your property’s Facebook page can ensure that you will be viewed first by users interested in similar subjects. Therefore, you will be more likely to reach users who have not heard of your Facebook page before.
4. Use of images
Research shows that the organic reach rate is higher for posts containing visual content. Therefore, you should make sure to use images in your content. A posting plan for all kinds of content could be like this: 50 percent for photos, 25 percent for links, 25 percent for status updates.
5. Being up-to-date
Being up-to-date is crucial for your property’s marketing activities on Facebook. Some Facebook algorithms may show your contents to your followers as they become online even if they are posted when your followers are offline. Therefore, your posts will become more likely to be viewed by your followers as long as you share up-to-date posts.
Despite the decreasing organic reach rate, Facebook remains the most important social media channel for marketing. You can also increase your organic reach rate by tapping into these hints we shared and accessing more potential guests through Facebook. HotelRunner will suffice you for building your property’s presence on social media and accepting online bookings thanks to its features like social promotions and many more. Create your free-of-charge HotelRunner account to carry your property to the Internet in the most convenient conditions without needing any technical knowledge.