I recently started managing the Facebook page for a new client.
Here’s a snapshot of their Facebook page’s reach for the last two months: the first month I’ve managed the page, and the month immediately before I started.
As you can see, Facebook reach has increased significantly in the second half of this period (I started on 11 September). There are 5 days in the first half where reach had huge spikes; but those were unusual. If we ignore those 5 days for a moment, then reach in the second half never fell below the highs of the first half.
The first half experienced volatile reach: a handful of high peaks, corresponding low valleys, and even several days when it was sparse or even non-existent. The last half saw stabilized reach, with the differences between the highs and lows being less pronounced. This shows reach consistency: the number of people seeing your posts is more consistent.
Reach consistency is what you want. While huge spikes in reach can be exciting, it’s not a good long-term strategy if they’re followed by huge drops and subsequent low reach for the next week. This page doesn’t have the huge spikes anymore, but the average daily reach more than tripled, compared to the average daily reach of the month before. Which means more people are seeing this page’s content. Every day. And consistent higher reach is more important than the occasional spike.
Another metric I wanted to highlight was page likes. Here are the page likes over the same 2-month period:
This client was slightly concerned with the slowness of organic growth (I specialize in organic growth). But over the last year, this page grew organically by 40–50% in page likes, which is pretty good for organic growth. In just the month I’ve been managing the page, page likes have increased by 7%. This might seem small, but it’s larger than any other month-long period in 2019, and at least double that of any other month-long period.
Don’t let people tell you that organic growth doesn’t work. It does. It takes a while, but the growth comes. Just keep providing quality, useful content, and people will view it, engage with it, and like your page. And if you engage with other pages, you’ll drive traffic to yours and increase your own page likes.
