facebook videos organic reachFacebook’s organic reach is dismal. It’s been one long, downward-sloping trend for a while now. While this is frustrating for social media marketers and brands, it makes sense from Facebook’s perspective. Having a Facebook page is no longer the creative, inventive strategy it was seven years ago. In order to keep actual people interested in the platform – and not swamped with brand-messages – Facebook can’t show every business’s content without discretion.

Need-to-Know: Average Organic Reach on Facebook
That being the case… social media marketers are always looking for organic workarounds. New insights from Social Bakers suggest that native Facebook videos may be the best way to increase your organic reach on Facebook. According to the Social Bakers study, “The real growth point today is in videos. While they are relatively more promoted than photos – 27% of all videos are promoted, compared to 17% of photos – there are so many more photos than videos that the new format is still far more effective at reaching audiences.”

average organic reach

So, while photos are some of the most commonly promoted posts, they can actually be some of the least effective post types for reaching audiences. Social Bakers found that turning to video – instead of photos – for organic reach offered big rewards. They found, “a 135% increase in organic reach, on average, when you post a video instead of a photo.”

Need-to-Know: Average Fan Reach on Facebook
If you like those numbers, then you’ll be happy to hear that videos perform even better (in comparison to photos) with non-fans. Videos have a reported 148% increase in reach with this demographic (compared to photos).

average fan reach

How Long Will The Opportunity Last?
The creators of the study are correct in noting that this little pocket of organic reach on Facebook isn’t going to exist forever. At least one of two things could happen from here. One: more brands wake up to the value of native Facebook videos, which would dilute the opportunity. Or, two: Facebook changes its algorithm again to address the workaround that native Facebook video publishers have discovered.

Either way, act fast on publishing native Facebook videos. Keep in mind, “native” doesn’t have to mean it’s first published on Facebook or Facebook-exclusive. Just take the video file you shared to YouTube, Instagram, or anywhere else, and publish through Facebook’s player. This opportunity is too easy to pass up. For more video marketing tips, check out our 2015 cheat sheet.