FACEBOOK ORGANIC REACH CASE STUDY


A major factor in the success of content on Facebook is measured by it's Organic Reach. Organic Reach is the number of people who saw the content without paying for any ad spend or boosting the post. In other words, it cost you $0.00 for those people to see your content on Facebook.

As reported by Hootsuite in February of 2021, as of the end of 2020, organic reach is still on the decline. The average reach for an organic Facebook post is down to 5.2%. (For the record, at the end of 2019 it was 5.5%, and the year before that it was 7.7%).

Utilizing those numbers as a benchmark for Organic Reach on Facebook, we decided to look inward to one of the brands Facebook Page we manage to determine our own numbers of Organic Reach in order to see just how good our content strategy is compared to Hootsuite's findings.

Here are our results!

BRAND: Locally owned and operated Italian restaurant in the greater Orlando, Florida area.

GOALS: Enhanced presence and awareness on social media to drive customers to their physical restaurant.

STRATEGY: Consistent, high quality original content highlighting their food, atmosphere, and customer experience. This includes on average 30-35 posts per month.

  • TOTAL PAGE FOLLOWERS: 1,366
  • TOTAL POSTS: 37 (October 2021)
  • TOTAL ORGANIC REACH: 5,094
  • HIGHEST ORGANIC REACH RATE: 42%
  • LOWEST ORGANIC REACH RATE: 5%
  • AVERAGE REACH RATE: 10%



  • TOTAL PAGE FOLLOWERS: 1,368
  • TOTAL POSTS: 30 (November 2021)
  • TOTAL ORGANIC REACH: 13,082
  • HIGHEST ORGANIC REACH RATE: 95%
  • LOWEST ORGANIC REACH RATE: 11%
  • AVERAGE REACH RATE: 32%


  • TOTAL PAGE FOLLOWERS: 1,374
  • TOTAL POSTS: 31 (December 2021)
  • TOTAL ORGANIC REACH: 9,122
  • HIGHEST ORGANIC REACH RATE: 83%
  • LOWEST ORGANIC REACH RATE: 7%
  • AVERAGE REACH RATE: 22%



What does this mean for brands? Obviously this is just one Facebook Page in one industry on social media. However, what it boils down to in order to earn more organic reach, the Facebook algorithm will reward you for posting content that people engage with. It really is that simple.

As you can see from our case study, the average Organic Reach Rate for this particular brand is 21%, putting it at nearly four times greater of what Hootsuite's study came up with during their case study, which was 5.2% at the end of 2020. Obviously this will differ from one brand to the next as well as one industry to another. However. It does prove that despite reported claims that Organic Reach on Facebook is down. Brands can still outperform the "benchmarks" with consistent, strategic, quality, content their audience wants to see and engage with.

If you would like to learn more about how we're helping brands achieve brand Awareness, Engagement, and Growth. Contact us today!




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