Ever since Facebook started making brands pay to play, organic reach and content have declined. In response, many brands have abandoned these posts altogether. Boo-hiss! I don’t believe organic posts on Facebook are dead, but I do think their purpose has shifted. While I agree that brands don’t need to post as often, there are some good reasons to keep organic posts on the editorial calendar.
1. To stay on the radar. One reason brands began to notice the decline of organic reach was because their customers noticed. Most fans don’t know about Facebook’s algorithm changes, they just know the brands they follow have suddenly dropped from their newsfeed. If your brand is only promoting or sponsoring content now, you’re missing an opportunity to connect with your passionate fans. Even if an organic post is lower on the newsfeed, you’re still on the radar.
2. To find your core fans. One silver lining from decreased organic reach is that organic posts make it easier to discover your true core fans. Pay close attention to who is interacting with organic content. Examine which posts resonate and the type of comments people leave. Use this input to design content that makes them stronger, more loyal advocates.
3. To promote exclusives. Another upside of the decline of organic reach is that organic posts are more exclusive. Smaller reach = exclusivity. Try using this to your advantage with posts that feature special offers, content or exclusives. Loyal fans will appreciate this and share it.
4. To experiment. Why not use organic posts as a testing ground for new creative approaches? This is a low risk way to try out new concepts, themes and tonality. Or to soft launch new campaign ideas or visual directions. If this new creative resonates, you can expand it, and even promote it later on.
5. Because you never know. I don’t believe brands should inject themselves into every trending hashtag or hot topic, but there are times when it just makes sense. If a brand has maintained a mix of organic content, then it won’t look strange to fans and followers that you’re suddenly posting about a popular trend.