Hold on to your seat: Facebook marketing has changed again and in you’re in for the ride of your life!
When you compare the slow-moving and methodical marketing platforms of print, radio and television with today’s rapidly-changing and unpredictable social media platforms, it’s like comparing the merry go round at your local state fair with the head-jerking twists and stomach-sinking plunges of the USA’s tallest roller coaster: the Kingda Ka at Six Flags in New Jersey.
One has you going around in predictable circles while the other leaves you wondering if you’re going to survive.
If you’re one of the millions of businesses using Facebook Pages as a marketing platform, you already know it’s no merry go round. The twists, turns and plunges of frequent algorithm changes can leave you dazed, confused and wondering which direction is up. It’s a wild ride – but with 1.5 billion users, it’s one that you can’t afford to miss.
Well, get ready to twist and turn: Facebook marketing has changed again.
This time the changes affect the way brands conduct marketing campaigns through their business pages, reflecting Facebook users’ discontent with the quality and quantity of promotional content appearing in their newsfeeds.
Q. What’s the problem?
A. Facebook users have grown weary of promotional content disguised as organic posts.
Posts, for example, that:
Here’s what the social media giant posted about it:
“As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their news feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”
Facebook’s ultimate goal is to keep their users engaged by showing them content they want to see. In response to the ‘ongoing survey’, Facebook users have seen less of this type of content in their news feeds since January. And if your business is still posting promotional content on its Page, you will have noticed a significant drop in organic distribution these past few months.
With these new algorithms in place, what can you do to reach your customers on Facebook without turning them off?
You have two options: you can purchase advertising in order to increase engagement on organic posts; or you can work harder – and smarter – to create organic posts that users want to see.
Ready, Aim, Advertise
Because social media giants like Facebook are experts at tracking demographics, they can offer more targeted advertising than traditional media. Plus, the medium is no respecter of budgets – you can advertise on Facebook for as little as one dollar a day:
Clearly, Facebook marketing and advertising can be a dream for the small business owner.
Retool Your Organic Posts
If you don’t have an advertising budget, or if that budget is too small to get the impact you want, you can still get further reach by creating the kinds of posts that Facebook users want to see. Here are some tips to accomplish that:
Takeaway: Facebook knows their users are opinionated, fickle and likely to jump ship if they become unhappy. Brands that take advantage of Facebook marketing as a tool must accept the fact that the social media giant will continue to tweak its platform to remain competitive.
Facebook marketing is organic: twist and turn with it and you’re likely to arrive at your destination with a smile on your face. Refuse to budge and you’re likely to get thrown off the track.