Last week, Facebook announced yet another “tweak” to their newsfeed algorithm, which delighted some but was clearly targeted at reducing the organic reach of business and brand pages. There are a few ways we can look at this news and plan our strategies moving forward.
What is the role of Facebook?
To begin, Facebook is NOT and never was intended to be a free advertising platform for brands. Facebook has a very clearly stated mission “to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”
Early on, Facebook became a very quick and easy way for early-adopter brands to connect with people who cared about their products and services. As more and more people use Facebook everyday to connect with each other, it has become almost impossible for brands to reach their target audience organically. Consequently, over the past year, social media marketers have noticed a very steady and steep decline in the organic reach of content posted on business Facebook Pages.
Where do businesses belong on Facebook?
While Facebook is for individuals to connect with friends and family, there is still a place for businesses on social media. As in real life, places where people congregate are always lucrative advertising platforms for businesses both big and small; Facebook is no different. It can seem like a game to try to find the more sharable content that will both represent your brand while also entertaining your audience, but it is a game that most businesses cannot afford to lose. Studies have shown that three in five small businesses find new customers from among their social media followers. There are many ways in which businesses can contribute to the social aspect of social media, but at the end of the day, the only way to really find results is to pay to play.
How can businesses gain visibility on Facebook?
Engagement has been a goal for businesses of all sizes on social media, endeavouring to outplay the infamous ‘algorithms’. The most effective way to build engagement with your facebook followers is through regular posting of content that evokes an emotional response. This is why quotes and funny memes work really well and are the most shared content across all channels. Sharing interesting articles and stories from behind the scenes of the business are also very effective at expanding a business page’s visibility in the Facebook newsfeed.
Posting engaging content might be the most effective way to build organic reach, but it is very time consuming and often requires a dedicated employee to maintain the brand presence on a consistent basis. This leaves paid ads as one of the only ways that brands and companies can be guaranteed that their message will reach an interested audience.
Help your ad dollars reach further:
You don’t need big Ad dollars to beat the Facebook Algorithm, there are certain techniques that can ensure you get the most return on your investment in paying for a captive audience for your ads.
- Perfect your landing pages on your website to convert the visitor to a customer, including promoting the key benefits to your product or service.
- Find or create great photos and videos assets to enhance your ads and help them stand out in a newsfeed.
- Start with a small budget (we recommend only $1 per day) and increase it only once you see what works and gives you the best return.
- Use trial and error methods to experiment with different types of ads and different audiences.
If you need help with any of these suggestions, Teach Me Social is available for consultation and our services include managing your engagement on social media as well as your advertising to help your investment reach further.