Understanding Facebook Reach: Factors To Consider.

Some of you may still be a bit puzzled in understanding Facebook Insights but don’t be alarmed. Here are some important factors to consider and hopefully give you some further understanding with Facebook Reach.  I will make it very simply for you.

The number of people reached: This is the number of unique people who saw your post. The unique people will be your Facebook fans* (those who have liked your page) however this can also include their friends, who of course thanks to Facebook’s Ticker saw them like or comment on that post.

Point to remember: Not all your fans will see your post!

The more your fans like, comment and share posts, the more likely they will see posts in their news feed. It’s part of FB’s algorithm. So make sure your content is they can interact with! Also, they can add you to your “interest” lists directly from your page.

Number of Reach = Timing + Day: Top tip – brands that post outside business hours have a 20% higher engagement rate

Getting your timings and days right all depends on what your brand is and your fans activity. There are a number of free and paid tools to help you find out when your fans are most active. There are two tools I have used just for this Socialbro primarily used for Twitter but if you have the same followers on Facebook you can usually time a post for that day or time and Crowdbooster which helps you schedule your posts/content at the most effective times (time when your fans are most active).

Times to consider:

  • Morning 8.00 am – 9.30 am (simple good morning post for those to see on their way to work or grabbing a coffee before a meeting)
  • During lunch 12 noon – 1.00 pm (ask your fans what’s for lunch)
  • Drive time 4.00 pm – 5.30 pm (news update, tumblr or blog post, somthing visual and engaging)

Days to consider:

  • Tuesday, Wednesday, Thursday for better engagement rate
  • Sunday is particularly good for engagement (best if you are targeting shoppers)
  • Monday and Friday, well in my eyes you can forget about those two days. Limit your posts on Monday and concentrate on content for the rest of the week. Friday you will see a lot of brands push a lot of content on Friday however Friday achieves low engagement.

With the above in mind do not be afraid to experiment to see what works for you, your fans and your brand. I have been know to do deliberate spelling and grammar mistakes (nothing drastic that of course damages my clients brand) mistakes can be a good indicator that your fans are watching.  Facebook thankfully keeps track of the times you make a post so it’s easy to go back and check out and see any trends.

The above image show’s a normal post (without an image) with a reach of 892 unique people, that particular Facebook Page has only 694 fans. The highest reach that Facebook page got was a post scheduled on a Sunday evening (a post with a photo this time. See below) was 1,367 which is not bad for a small restaurant.

A clear indication of a post working, not only did their fans see that post, you now know their friends and friends friends did too.  Also as much as it’s nice to see a visual post try experimenting with an engaging post without a photo and see how that effects your reach. Try it like I did above.

The last thing you need to know about Facebook Insights (Reach) is that there is a 3 day delay which is why some of your posts might not have numbers beside them plus the numbers can change for up to 28 days after the first post.

Hopefully this has helped you have some form of understanding Facebook’s Insights in particular Reach. Don’t be afraid to experiment, bad feedback is good feedback.

Any questions?

*Fans are your customers, your community champions/members, your followers, the people who help drive your business and make you money in the short/long term.