Ways to effectively bring attention to your artworks on Facebook — all without spending money on ads or coming across as a shill or spammer!
Many artists think that it is no longer possible to achieve significant organic reach on Facebook. It is undoubtedly challenging, but it can be done. Rather than finding ways to trick Facebook, the key is understanding how the platform operates behind the scenes and aligning your actions with their interests.
What is Organic Reach?
In a nutshell, "organic reach" refers to the number of people who see your content without your having had to pay to promote it; otherwise referred to as "boosting."
When you post on Facebook, the platform decides who to show your post to, depending on several factors. Facebook is more than happy to give posts a high level of organic reach if it calculates that the post is likely to increase user engagement.
Engagement means any action users take while using Facebook, including liking, reacting, commenting, sharing, and even how long they pause to look at a post.
Understanding Organic Reach Stats
Facebook Insights is where you can check to see stats on your audience and how your content is performing. Below we'll explain the terms that are used with regards to reach.
- Post Reach: The number of people who saw a post.
- Organic Reach: The number of people who saw a post that you didn't boost.
- Impressions: The number of times a post was seen, including repeated views from the same users.
How to Maximize Your Organic Reach
Let's take a look at what successful artists are doing on Facebook. Don't worry about trying to do all of them, but perhaps one or more of these approaches might work well for you.
1. Post Attractive Visuals
Humans can interpret images faster than they can read text. To stand out on Facebook, it is crucial to publish eye-catching content. This will attract likes and reactions.
Even better, if it prompts people to comment and get into discussions, then Facebook will notice this and give the post more reach. For example, perhaps you might show two versions of a picture and ask your audience which one they like best.
2. Upload Videos
Pictures tend to catch our eyes faster than plain text. Similarly, we humans are designed to notice movement. Thus, videos attract our attention more than still images.
However, Facebook wants people to stay on its platform, so be sure to avoid posting a link to a video hosted elsewhere. Instead, take the time to upload the video directly to Facebook, also known as uploading "natively."
When it comes to video, be aware that most Facebook users have their sound turned off by default. Furthermore, a square or slightly tall aspect ratio better fills the screen of people on their phones.
3. Stream Live Video
Live streaming is popular, and the artists who do it well find that it helps them grow their audience and engage with them.
Perhaps you could use live video to show your behind-the-scenes creation process. It's also an excellent opportunity to interact with your fans. In any case, make sure the video is relevant to your audience and worth their time to watch.
4. Publish a Mixture of Content
Different people prefer different types of content. So, don't feel that you have to limit yourself to only one. Try sharing still images, uploading videos, and live streaming.
5. Experiment with Timing
Many social media gurus talk about posting when the bulk of your audience is more likely to be active online. However, if your audience is global, then perhaps it's hard to post at that set time.
The key is to space it out. Don't drop a ton of posts one day and then go silent for a month. Try to put out one thing per day. Facebook Creator Studio allows you to schedule posts.
Experiment with timing and observe how your audience reacts.
6. Avoid Clickbait
Facebook is constantly scanning and monitoring what you post and how people interact with it. If a page publishes poor-quality content or strange links, the page's posts could be down-ranked.
7. Participate in Groups
Groups can be a great way to build relationships and attract buyers to your artworks. However, it is crucial to approach things correctly whether you create your own group or join an existing one. The key is to focus on encouraging high-quality dialogues and not annoy people by pushing your wares.
If you're unsure of how this looks, then it can make sense to join a large and established group that your target audience is already active in and silently lurk there for a while. Watch how popular artists conduct themselves without coming across as spammy.
8. Invite People to Like Your Page
If someone likes one of your posts but hasn't yet liked your page, Facebook will notify you of this and suggest that you invite them to like your page.
Be sure to go through your notifications carefully at least once a week and invite any eligible people. It's a small action, but over time will add up eventually.
Even though organic reach on Facebook is low in general, successful artists find creative ways to delight their audience and encourage engagement. They eventually become favored by Facebook's content recommendation algorithm because it helps keep people's eyeballs on their Facebook feeds.
This is what Facebook wants because it allows them to show more ads, making them more money. The key to achieving a high level of organic reach is aligning your activity with Facebook's interests.