In 2018, Facebook enacted some algorithm changes that negatively impacted a brand’s ability to reach its audience organically.
HubSpot’s Latin America & Iberia Marketing team were no exception to this.
Despite having half a million Spanish-speaking fans on our Facebook page, we realized we were barely able to reach one percent of them — which is pretty shocking, if you think about it.
That meant, despite years of work building up our Facebook audience on the platform, that we weren’t even able to communicate with our fans when we had something interesting to say.
Unless, of course, we paid.
But, from our perspective, paying to talk to people who already know about HubSpot, and presumably already like us, didn’t sound the right thing to do. It also didn’t seem to align with our goal of creating sustainable, genuine connections with our audience.
After months of suffering a down-trend on our Facebook numbers, and finding out about an increasing number of Facebook updates, we reached a turning point when we realized we needed to change our social strategy — and, more fundamentally, the way we thought about Facebook.
Here, we’re going to explain the six fundamental changes we made to our Spanish-speaking Facebook strategy to increase our organic reach over two and a half times.
How To Increase Organic Reach Despite Facebook’s Algorithm Changes
1. Think of Facebook as a publishing platform.
Traffic was one of the main metrics we used to measure our Facebook performance in the past. As many brands do, we saw Facebook as a portal to our website — a channel to obtain traffic.
In fact, Facebook has traditionally be one of the most important sources of traffic for many businesses … so it would be foolish not to tap into it, right?
Unfortunately, that was the case for the old Facebook. In the last couple of years, however, Facebook has carried out many updates for the same underlying goal — to keep users on Facebook longer, and increase engagement on the platform itself. As a consequence, external links are not held in very high regard.
Now, brands that only use Facebook as an amplifying channel for their websites, or blog, are going to suffer the most from the algorithm changes.
We were part of that group.
Once we realized our old strategy wouldn’t work on the new Facebook, we knew we needed a mindset change — something many brands are likely unwilling to do.
To succeed on Facebook, we began thinking of Facebook as a publishing channel. This fundamentally meant creating quality content to be consumed directly on Facebook — no links.
Okay, I know what you are thinking now: What happens with my traffic then? How do I convert all those people?
This is what scares most people — you don’t. You grow your brand awareness, and grow your reach. People may not be on your website, but they are still seeing your content and your brand, so …read more
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