It’s becoming harder and harder for businesses to get noticed on Facebook organically. Mark Zuckerberg and his team have been hinting that they’d be putting the squeeze on business pages for quite awhile; and in the past two months we have seen a significant decline in organic reach for the clients we manage.
Long story short, Facebook execs want to ensure your user experience is top notch, so they don’t want you bombarded with too many company posts.
Even though you and many others have liked a page, Facebook is only showing content to about 1% of that pages’ fans.
Crazy right?! Not really – and here’s why:
Over the past few years Facebook has successfully monetized their platform while keeping it fun and engaging for the users. With the immeasurable amounts of data their users provide, they made the News Feed a place filled with people and pages you truly want to see. They did this in part by no longer allowing companies to blatantly advertise to their fans however and whenever they wanted. This is great for you! And it’s even better for Facebook – because they’re a business!
If a company wants their fans to see what they’re doing, they have to pay for it…just like they would in print, or on TV.
Now let’s not forget that Facebook makes all their money from the businesses who advertise, so they don’t want to alienate them either. Even though they are taking away organic reach slowly but surely, they are making it up to businesses by consistently enhancing their advertising platform.
Facebook’s new ads can be so deeply targeted that a business knows when they advertise there, they are getting a much better return than they would on any other medium.
Facebook recently came out with a new style of “Website Clicks” ads that allow a business to feature multiple products/services within one ad. It looks like this:
If you aren’t familiar with these kinds of ads, here is what they used to look like:
It’s not hard to see how much more appealing the new carousel-style ads are for users. This update has significantly impacted how far advertisers’ dollars can go. Specifically, our clients have seen their CPC rates drop by up to 50%. We’re sending practically twice as many potential buyers to their websites, and it’s fair to say these new click-throughs are more likely to convert because they know specifically what they’re going to see when they get to the website.
So if you’re a company with an active following who never had to advertise before…and you’re getting frustrated with your lowww organic reach numbers…I’m here to help you see the bright side. Think of all the advertising and branding opportunities you got in exchange for the time it took you to create and publish those posts!
Think of how great it will be to use Facebook ads that are tailor-made to help you succeed far beyond what you could previously do organically.
Just so we’re all aware – we are not on Facebook’s payroll – but we make it our job to know exactly how to make that platform (and others) work for your business. If you need help with social media marketing, let us know!
Rachel is a digital marketing strategist, and CEO of Belle Strategies. She spends her time helping clients leverage the digital space to reach and convert their communities into lifelong customers.