Facebook recently updated their algorithm to decrease organic (free) reach. Brands must now use Facebook Ads to engage with customers.
Facebook Ads: Promoted Content
Facebook claims that this update means that users will see higher quality articles about current events in their News Feed. They are discouraging “lower quality” posts from appearing. Another way to look at it is that Facebook prefers stories from large brands that have many people sharing their stories. A side effect of this is that small businesses get pushed out since they have a smaller audience sharing their content.
Changes like this had an immediate impact on brands. Research has shown that on average brands have seen a 44% decline in reach. This decline has caused engagement to fall by 35% on average. Given that engaged users are often your best customers this can cause a huge loss in sales.
In order to keep in touch with your customers you must follow Chris’ #1 prediction for 2014. Strategically it probably makes more sense to spend less time creating new content. Instead you should spend resources on Facebook ads to promote your highest quality content. You don’t necessarily need to promote every story. Just promote the ones that will lead to engagement.
The cost to Facebook ads depends on your target audience. Facebook allows you to target your demographic based on:
- Relationship status.
- Degrees of connection from people who like your page.
You should take advantage of these targeting features. More is not better. It is better to have your promoted content visible to 100 users that care about your content than 10,000 users of diverse interests. Target your demographic appropriately to get the best return on investment.
Have you ever run Facebook ads and promoted content? How did it go? If you’ve never done or need advice we can always help with your social media marketing.
Thank you and keep building your brand.