There are specific strategies that companies can use to increase their Facebook reach, for both paid and organic content. While this might seem like an almost impossible achievement, when companies publish content that caters to the target audience, it’s possible to increase a company’s reach. Most businesses can expect their content to show up in the news feeds of one out of every 20 followers they have, but that’s an average, not the limit.

Here are my top three strategies to drive reach and engagement on Facebook.

1. Conversations

The algorithm that Facebook uses tries to keep users scrolling and interacting with their newsfeed for as long as possible. To do that effectively, Facebook doesn’t show users content with low engagement rates. Instead, the platform prioritizes content with plenty of comments, reactions, and shares. The best way for companies to get their followers to interact with their content is by asking questions or making bold statements. A great example of this is Ben & Jerry’s, which frequently asks its consumers to share stories of the ice cream flavors that they’ve enjoyed over the years. Those types of posts from the company allow loyal customers to share their memories while inviting other followers of the brand to discuss their favorite flavors.

2. Giveaways

Companies that have a low follower count on their Facebook page tend to struggle to quickly improve their organic reach. To improve the growth of a Facebook page, companies can develop partnerships with other people or businesses, which will help them reach bigger audiences. A great example of this kind of partnership is influencer partnerships, which allow companies to get in front of more people by getting an endorsement from an influencer. Most influencer partnerships last for a few months, or even years, which means companies can increase their reach over a long period of time with the help of influencers. Companies can create co-branded giveaways by partnering with other businesses so that both parties can reach a larger number of people and grow simultaneously.

3. Targeting Similar Consumers

When it comes to paid campaigns, companies can increase their reach by targeting individuals who align with the platform’s target audience. When companies add a lookalike audience to their ads, they’re able to reach a lot more people and improve their conversion rates, which can also lower the company’s cost per result. To build the most effective lookalike target audience, companies should use a data source that’s as close to their ideal target audience as possible. Then the company should start by creating a 1% look alike to be the most similar target audience to the data source. If the ad campaign generates positive results, companies can then create a new campaign to experiment with a 2 percent or 3 percent lookalike target audience, to further increase their reach.