You DON’T want 1 Million Likes on Facebook.
You want 100 pages with 10,000 likes. Or 1,000 pages with 1,000 likes!
Many digital marketers have spent the past year spreading the news that Facebook posts are organically reaching a mere 1% or 2% of their fans’ newsfeeds.
While this may be the case for huge brands with millions of fans, there’s good news for midsize brands. Earlier this year Locowise reported the following average organic post reach for Facebook pages of these sizes:
1 Million+ Likes 2.27%
500,000 Likes 7.47%
50,000 Likes 9.62%
Under 1,000 Likes 14.21%
Sure, you would rather reach 2% of One Million people than 14% of One Thousand people. But what if you could repeat that 14% over another 1,000 pages?
Who has that potential and could benefit in this current situation? Franchises! Why? Because they don’t just have one small page with 1,000 likes, but multiple.
It isn’t the number of Likes you have that matters; it’s the number of pages you have and the number of Likes on all those pages.
This has been the case for the past couple of years. In 2013, franchise and restaurant chain brands I consulted reported higher reach levels than brands with a single page. This local page gap is widening and those who have all Facebook eggs in one basket are losing out.
Example using the current organic reach rates –
Brand A: company with 1 Million Likes on one page reaches 2,270 people.
Brand B: a Franchise brand with 1,000 Likes on 1,000 pages reaches 142,100 people.
Both brands have a total of 1 Million fans, but the Franchise system reaches far more fans with every post shared on all pages. Franchises are indeed greater than the sum of their franchisees.
Act now while the window is open! Fortune 500 companies should be looking for a way to divide their giant page into 1,000 pages. Their organic reach would skyrocket.