For over ten years Facebook has been a jack of all trades, it does just about everything; It’s where we turn to celebrate milestones, organize events, read up on media, connect with people, share our lives with friends, watch live videos and so much more. Most importantly for businesses, it’s been a powerful marketing tool that has developed over the years into a mass marketing platform connecting people to brands all over the world.
In 2016, there has been a lot of chatter about the decline of organic (unpaid) reach, which has some businesses losing hope in cost-effective Facebook marketing. Let’s delve into what the changes in Facebook’s organic and paid reach really mean for your business.
Natural decline of organic reach
One of the biggest changes we’re seeing in Facebook is the shift away from organic reach and the development into a more sophisticated paid marketing channel. This means that if you were relying on organic reach alone, you would have seen a sharp drop in the number of followers who engaged with or even saw your posted content. Facebook is going back to its roots, connecting its users with family and friends as a priority over your pages content.
There has been huge growth in the creation of digital content on Facebook, to the point that there is far more content than what users can absorb in one hit. The average user has as many as 15,000 updates every time they log on, but only gets shown around 300. This is because Facebook determines which stories are most relevant to the user by using hundreds of different factors, some of which are relevance, engagements, type of content and time of day it was posted. This is Facebook’s way of creating the best experience for users. This is why it’s becoming more difficult to make sure your content is being shown.
Organic content still has value on Facebook and if your page publishes great content that teaches, entertains, or adds value to the user’s life then your stories can still reach people organically. However, anticipating this reach can be unpredictable. Many businesses, both big and small have seen success from great organic content.
Why the decline of organic reach is a good thing
Although the decline might be disheartening, it brings huge marketing opportunities with a much more powerful advertising tool than we had before. Facebook has developed into one of the most cost effective ad products that marketers can use. It’s still one of the best ways to reach a targeted audience and raise awareness about your product or service.
Here are four ways to get the best results from your paid marketing:
- Ads need to be relevant
With so many other advertisers competing for your audience’s attention, Facebook uses a bidding strategy to deliver its ads. The ad auction determines the best ad to show a certain person at a given point in time. This means that a high-quality, relevant ad with a low bid can beat an ad that has a higher bid, but is lower quality and less relevant. Increasing your spend is not always the way to engage with your audience. With effective audience targeting and carefully considered content you can greatly reduce your expenditure on paid ads.
- Test different creative and text
There are limitless ways to test your Facebook ads including images, titles, text, links, locations, genders, ages etc. But the image is always going to be the first thing that people see when they are scrolling through their newsfeed, so it goes without saying that this needs to be strong. It takes time to test which type of image will work best for your audience, but your ad creative will make a huge difference to your overall conversion rates if designed correctly. Different testing techniques and high quality images are sometimes best left to the hands of a professional.
- Be specific with your content
For many businesses, there are usually multiple target audiences, each one with slightly different characteristics. When you have your different target personas in place, Facebook advertising needs to be adapted to suit each audience. By tailoring each ad, this will make a huge difference in the ad’s relevancy.
- Pay attention to real metrics
It’s important to have an end goal in mind with every Facebook paid campaign. A lot of businesses will straight away say their end goal is to get leads from Facebook that convert into sales, which isn’t an unrealistic approach, but a strategy purely focused on sales will not work. Remember that likes, shares and comment will improve your overall relevancy score, even on paid campaigns.
Despite these social media changes, some of our clients have seen up to a 400% increase in organic reach by using Code Digital in December 2016. At Code Digital, we are at the forefront of social media success and we ensure our clients get the best possible results from this ever changing and competitive marketing platform.
If you’re business is ready to join the social media marketing revolution but you don’t know where to start, call us today on 1300 782 220 for a FREE consultation, or feel free to do some further research on our blog.