Show of hands if you can relate to this statement:
You have noticed, to your dismay, that your Facebook fans don’t seem to be as interested in your posts anymore.
I have good news that is also bad news: Your situation mirrors every other business on Facebook.
It’s good news because you do not have to worry that your content is “not interesting enough” or that your fans “no longer care”. It’s bad news because Facebook has spent the past few years tweaking their monetization strategy at the expense of their business page users.
Facebook realized that they were providing free advertising space for those of us with business pages. Their platform is meant for people, not companies, and their overall goal is to provide a valuable user experience. To that end, they are severely decreasing the number of business page posts that are shown in the timeline. This accounts for the drop in organic reach on Facebook – it’s not that your fans don’t like your posts, it’s that Facebook is keeping them from seeing the posts at all.
Why are they doing this?
Because they want you to pay for the advertising space. Facebook has effectively become the MOST robust digital advertising platform we marketers have right now due to its highly specific and targeted delivery options. It’s so detailed that even Google looks to them for data.
This means two important things to Facebook:
- Businesses who choose to advertise are guaranteed positive results because Facebook will only show the advertisement to users who have expressed interest in their product.
- Facebook perpetuates a positive user experience by not bombarding users with random advertisements they would never click on.
It’s hard to find a justifiable ROI in the time spent posting to such low organic numbers these days. But I do not recommend giving up; I recommend implementing a modest budget to promote your posts to your target audience. Consider creating powerful click-to-site ads as well and watch as the people most likely to convert head over from Facebook. Remember: Do not use the “boost post” option, go into the Facebook Ads Manager and really target down to things like interests and behaviors. Get specific!
If you need help bringing your Facebook strategy up to speed, connect with me! Email me: firstname.lastname@example.org OR shoot me a tweet @bellestrategies.
Belle Strategies is a boutique Social Media Marketing company based in South Florida. Our team mixes innovative strategies with attention to detail for an online presence that produces tangible results. For assistance growing your brand on social media, contact us!
Rachel is a digital marketing strategist, and CEO of Belle Strategies. She spends her time helping clients convert their digital communities into lifelong customers.