It won’t come as a surprise to any business using Facebook to learn that the platform isn’t delivering the same returns it once did.
With recent algorithm updates, reaching upwards of thousands of users for free is nowhere near as easy as it was previously. If your business relies on Facebook as one of your primary social media arenas, this could well mean you’ve seen a significant drop in the organic reach of your posts.
This in turn could mean a drop in sales and an impact on your bottom line. But this doesn’t mean it’s time to abandon the platform – you just need to know how to adapt. Below, we’ll run through the reasons behind the decline and suggest some ways that you can adjust to the new way Facebook operates.
What’s the Story?
For a couple of years now Facebook has been emphasising the social interactions of users with their family and friends and reducing the prominence of updates from r business pages.
For businesses, this means a reduced audience and a need to find new ways to engage on the platform. This need is a pressing one. 55-percent of marketers have seen a significant drop in the organic reach of their Facebook page over the last year, while engagement with posts and content has dropped by 20-percent.
To understand the reasons behind Facebook’s algorithm changes – and the attendant impact on businesses – it’s important to understand what Facebook wants to do. The platform wants to make user feeds a place of value, rather than a Wild West realm of constant adverts. As such, Facebook’s algorithm considers the level of engagement and value a business has with its followers, so good quality, long-term content that users share will still show up on feeds, but low-quality, spammy updates will not.
Get Your Timing Right
As we’ve seen above, the more your audience engages with a post, the more likely it is to see greater reach.
This means knowing the best times to push out your posts and content. This doesn’t have to be (and shouldn’t be) a guessing game. There’s plenty of data to suggest the best times to post to get your smarter strategy started. It’s also a good idea to look at your own past posts and conduct an audit to see which posts got the most engagement and the times they went out.
Give People What They Want
It’s a fair assumption that people are interested in your business if they follow your Facebook page. But that doesn’t mean they only want to hear about you and your latest products.
It can benefit your business to post around the interests and wants of your audience, and this means thinking about more informative, educational or entertaining content. Look at the news in industry or other news stories that will draw engagement and then piggyback on this interest to increase your reach.
Visual content such as photos, video and infographics are a big pull on Facebook. And this makes sense because people flick through their feed at high speed and visual content is more likely to draw the eye than a wall of text.
The key is to provide unique visual content that tells followers who you are and what your business is about. This could be staff photos and stories, pictures ‘in the wild’ from job sites – basically anything that’s unique and will boost engagement.
One of the biggest mistakes businesses make – and this applies even more now the Facebook platform is changing – is putting content out there and forgetting about it. Engagement doesn’t happen on its own, it takes time.
If a follower takes the time to comment on your content or page, repay the compliment. Your followers have shown that they want to interact with your business, and that’s a hard-won thing. Make the most of it and give them a prompt, tailored reply. Don’t be afraid to ask questions and comment on comments left for you.
Take Your Content to Facebook
One of the best things about Facebook is that it offers quantifiable metrics that you can use to gauge interest in your content. So, take your on-site content and push it over to the platform.
Likes, comments and shares show you exactly what type of content your audience wants to see, and this can offer powerful insight on the kind of content you should and shouldn’t produce going forward.
Use Native Video Content
Facebook likes video and so do its users. This means you need to think about video content made just for the platform.
This is about giving valuable content to followers that they can only find on the Facebook platform, thus increasing engagement and marking your page as a place to find entertaining, well-made video content. Video content can take a little more time and budget to produce so consider boosting the post to ensure a wider reach and therefore, more engagement.
If you’re just not getting the results you need from your social media investment, contact us to find out how we can help.