Facebook announced on November 14th that they would further suppress page posts in their news feed, at least that’s how many interpreted the post on their blog site. With the announcement came a collective arm throw in the air by many page owners. Many Facebook page owners have taken large hits by the repeated Facebook updates regarding how frequently page posts are seen in the news feed.
So what’s a page owner to do? And why does Facebook keep doing this? Should I just abandon Facebook marketing altogether in favor of other platforms? Let’s take a deeper look.
First, the announcement targets specific types of posts. Posts that only push a product or service (sales posts) will continue to be further pushed down by Facebook’s algorithm. The 3 types of posts are:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
With that being said the simple solution is not to sell as much on Facebook. This is something that I have advocated for a while now. No one on social media wants to be sold to. Your audience wants to learn more about what you do, how you do it. They want to be educated and entertained. They want to see your brand has a personality. They don’t want a pushy salesman in their Facebook feed.
Facebook has two logical reasons to make the changes. The first is feedback from its users. Facebook users have spoken loud and clear, they don’t like obvious attempts at getting them to click on something they don’t want to see.
The second reason should seem just as obvious to you. Facebook is in business to make money. They make money by selling ads. They want businesses to use ads.
What Do I Do With My Facebook Page Now?
Here is a list of 6 methods to continue to achieve a high level of engagement on Facebook without using ads.
- Use Videos-Facebook continues its push to rival YouTube and other video platforms. In doing so they are making video marketing on their platform more attractive. If you use Power Editor and Videos you can achieve much better engagement than any other form of organic Facebook marketing.A recent A/B test on a client’s Facebook page (with their permission of course) yielded a reach of 10 times more Facebook users than the same content with an image. Engagement was 5-6 times more than any other post on the page and people talking about the video was 10-12 times more than almost every other post on the page. Those are pretty impressive statistics.
- Share your posts on your personal page. I cannot put it any simpler than that. I recommended this in a post earlier this year and I will say it again. I would also tell you to be careful not to share all of your posts to your personal page..or you just might start losing some of your friends.
- Share original, unique content. If you’re not going to use video then a blog post with an image is another great form of sharing on your Facebook Page. Creating a blog post using content that is original and relevant to what you do will not only garner more attention than a sales pitch or the same post over and over but will also set you apart as the expert in your field.If you think your business is interesting enough I would tell you to think again. One of my clients is a Wildlife Control Expert who thought the same thing. Some of the content being shared on his page does very well. I have also worked with a locksmith who received positive engagement for educational posts. I would challenge any business owner to prove me wrong.
- Personalize your posts. Seems simple enough, right? Well, many businesses have a hard time doing just that. Not every Facebook post has to be a video or blog.Posting the occasional personal message with an image, or sharing something going on in your personal life always seems to do great.
- Ask questions that are relevant to your business. For example “Do You Find Social Media Marketing to be Too Time Consuming?” Asking questions encourages engagement and often helps with the next blog post topic.
- Tell Stories. People love stories, especially true stories. If the story helps them understand further what you do it will encourage interaction and potentially a conversion.
Maybe I Should Just Abandon Facebook Marketing Altogether
That’s definitely an option, one that some prominent page owners have taken. Would I recommend it? Absolutely not. Facebook is still the largest social media platform today with over 1.2 Billion users. In most parts of the United States, 40-50% of the population is on Facebook. The fastest growing demographics on Facebook are the Baby Boomers and Generation X, the people with the most expendable income.
Facebook does not appear ready to loosen its grip as the number one social media platform anytime soon. In fact, Google has shown signs that it may soon wave the white flag (again) on trying to compete. Sure there are some upstarts and yes you can go to Twitter, LinkedIn & Instagram (owned by Facebook) but their populations are nowhere near that of Facebook. Finally, it is estimated that 80% of Facebook users prefer to interact with a business or brand on Facebook before conducting business with them.
These reasons are far too overwhelming to just ignore the social media giant altogether. Perhaps it’s just time to rethink your Facebook Marketing plan.
Do you have an organic method of increasing your Facebook Page Post reach & engagement that you’d like to share? Comment below