Is Facebook for businesses on its way out? While paying for advertising on the world’s fourth most popular website is alive and well, as a ‘social’ media platform, Facebook has changed. It’s tougher than ever to achieve natural, organic reach, even from those who already like and follow your page.
According to Hootsuite as of late last year, the average reach for Facebook posts was down by 2.2% meaning that:
While this is certainly a challenge for businesses who use Facebook as part of their marketing strategy, it is still possible to make it work for you. So what is the savvy Facebook marketer to do in 2020 (and beyond)?
Here are some tactics to try:
Start A Conversation
The three broad categories that the Facebook algorithm uses to determine what content it shows users are:
- Who the user normally interacts with
- Type of content the post contains (video, photo or link)
- The popularity of the post
In simple terms, Facebook is zeroing in on meaningful interactions. It will prioritize posts from pages the user has interacted with before and demote content it determines to be clickbait, engagement bait, spammy, biased or containing misleading health claims.
So, instead of creating content that manipulates users into engaging with it (winning a prize, learning the secret to losing weight etc), you need to focus on stimulating emotion and meaning. Engage your audience with humour or curiosity. Be interesting and inspiring, get them talking about your post and make them want to comment and share.
Post High-Quality, Original Videos
In 2019, Facebook announced a series of video ranking updates that would prioritize original videos that users seek out
The three factors that impact video ranking on Facebook and need to be kept in mind when creating content are:
- Loyalty and intent – This means users are searching for your videos and returning to them multiples times.
- Video and viewing duration – Videos should be engaging enough that they capture viewers’ attention for at least one minute. Videos that are longer than 3 minutes will rank better.
- Originality – Facebook confirmed that unoriginal or repurposed content, especially content involved in sharing schemes, will have limited distribution and monetization opportunities.
Keep in mind that Facebook live videos average six times more engagement than regular videos, so make sure you include some live action in your social media strategy.
Paid Facebook Ads get Results
As algorithm changes make it increasingly difficult to connect with your audience organically, Facebook ads and boosted posts will become your best friend. Facebook ads are an effective way to increase brand awareness, allowing you to target your ideal customer quickly, easily and in large numbers.
If you want the best results, you will need to invest some time researching the different types of Facebook ads and how to set them up. While not a hugely complicated process, there is a lot of information to digest to ensure your ad campaign achieves its objectives.
Don’t have time? Webics social media strategists can help manage all your posts whether organic or paid.
Consider other outlets
Finally, if Facebook isn’t performing for you, never fear. Every business is different and will find success on varying platforms. It’s ok to cut the cord on what isn’t working and funnel your energy towards what is. And social media platforms are often fleeting, too. When in doubt, focus on long-term gains such as your website and SEO. These elements will pay off and have much greater staying power.
What is your business doing to keep Facebook engagement alive?
