Socially Stephanie: Facebook Advertising and Declining Organic Reach

StephanieFrasco
Stephanie Frasco VP, Social Media, Convert With Content

Posted on March 29th 2014

Socially Stephanie: Facebook Advertising and Declining Organic Reach

Socially StephanieDear Socially Stephanie,

With all this Facebook declining organic reach talk, I'm getting paranoid. Should I jump ship? Or should I start to look into some advertising options? I'm a bit lost and, frankly, freaked out. What are your recommendations?

Paranoid in Paramus
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Dear Paranoid in Paramus,
You are right. Facebook organic reach is about to take a nose dive. While this will present a challenge for you and your marketing goals, this change also presents an opportunity. Because I'm Socially Stephanie, an optimist by nature, I'm going to give you some ideas to help you see the Facebook glass half full too. socially stephanie organic reach

First, the bad.  Facebook is out for your money. It's a business. And businesses need money to survive. So what can we expect? Somewhere around a 1 to 2 percent reach of your total fans. Some are even speculating that reach can hit a big fat zero.   

So you may be thinking, if I can only reach 1% of my fans on a good day, what's the point? You may very well be on to something there. If you only have a few fans, 1% can mean reaching no fans on any given post. So, you are going to have to pay to play and build your Fan page fast. If you aren't in it for the long-run, then I'd say ignore and neglect your Fan page and focus your time and energy on different networks that can help you increase your exposure, traffic and sales. Plus, there are other ways to utilize Facebook beyond just using your Fan page. We'll get into that soon, don't you worry.

Ok, the bad news is out of the bag. Now for the opportunity. Because many of your competitors are in the same exact situation, they are also going to have to make the decision of leave Facebook, or pay-to-play. Many may abandon ship. In fact, Eat24 has already made the bold move and is leaving. 

Eat24 Leaving Facebook

With that said, the lane is clear for you to go full steam ahead. It's going to cost you, but the nice thing about Facebook is that you can get super targeted and spend what works for you. Whether that is one dollar a day or a hundred, that's up to you. But with that money you will definitely increase your page likes and increase your engagement and visibility on specific posts.  

When it comes to Facebook advertising, I've tested it all. I prefer boosted posts to Like campaigns for a variety of reasons. One, they drive more traffic to your site; two, they always seem to bring you a few extra fans in the process. It's like killing two birds with one stone. Plus, the math makes more sense.

Hear me out.

Say you have 500 fans to start with. And you have $100 to spend this month on advertising. You could either spend $100 to gain more fans or you can spend $100 to increase your exposure on specific posts. We're going to choose the fans option here. As a side note, I've never been able to acquire a new fan through a Like campaign for under $1; it's been closer 2 to 3 dollars per new fan. But for the sake of math, let's just put the benchmark at $1 per new fan. (I'm optimistic, remember.)

All right, now at the end of the campaign you have $100 new fans. With 500 fans you were reaching 5 people with a 1% organic reach. With 100 new fans you are reaching 6 people. In essence, it cost you $100 to reach 1 additional person per post. Not a good return.   

On the other hand, with the pay per engagement or pay per post option, you can advertise each post to a much larger audience, thus increasing your reach for a much better price. Of course, all of this advertising will vary based on your audience, your niche, and your industry.  

So how do you go about crafting that perfect boosted post? Here's your formula. Awesome eye-catching image + a one- or two-sentence description encouraging click-through + link + first comment to encourage conversation. 

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Now that you have the content ready to go, it's time to decipher your target audience. There are two ways to go about this. You can either boost your post to existing fans and their friends...

Facebook Boosted Post

...or you can boost the post to a targeted audience. For example, you can target Entrepreneurs in Los Angeles, if you are hosting an event and want to get RSVPs to a local audience. You could target 18-24 year old women interested in shopping. The better you know your target audience, the better this promoted post will do, so go deep and make sure the content of your post will intrigue the group you are targeting. Personalization is everything!

Facebook Boosted Post Targeted
Oh, and one last thing. Remember when I said there are other ways to utilize Facebook beyond the Fan page? To be truly successful in this new Facebook age, you are going to have to have amazing content to share from your website. This is content that people will want to share on Facebook for their friends to see. This is blog content. This is video content. This is visual content. This is what will drive real engagement. Why? Because personal profiles aren't limited to organic reach. If a real person shares your content, their friends will see it and engage with it. Bingo! So spend some of that money investing is awesome content that will make its way around Facebook organically from person to person.  

Well, you have some decisions to make! Good luck and keep me posted.

Socially,
Stephanie

Do you have a question for Socially Stephanie?

Please email SociallyStephanie@socialmediatoday.com and let Stephanie help you solve your social quandaries, queries, and boondoggles. (Questions may be edited for length and clarity.)

Illustration by Jesse Wells

StephanieFrasco

Stephanie Frasco

VP, Social Media, Convert With Content

Stephanie Frasco is a leading social media consultant and author. Over the past 7 years, she's worked closely with clients from all over the world to help them get more results from social media and blogging. Through experience, Stephanie has mastered some of the most powerful social media websites. Download her engagement report.

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Comments

Avtar Ram Singh
Posted on March 28th 2014 at 4:16AM

Stephanie - you've hit the nail on the head here by saying that Facebook is no longer about growing your page likes - it's primarily about simply reaching out to people with promoted posts. There's no longer a point in expecting anything out of organic reach, and therefore - it's time to spend money on promoting the good posts you put up.

 

arthurcharlesvanwyk
Posted on March 28th 2014 at 8:04AM

The drawback of this new development is that getting someone that will actually buy from a business as a Facebook fan will also become twice as hard. If more than half of all people who become fans of a page almost NEVER come back to the fanpage or patronise the business then the small amount of fans you have to expose yopurself to is going to shrink significantly soon. And if reaching them will become what I see as a financial burden, then one may as well quit advertising or trying to engage fans via Facebook.

Zach Ethan
Posted on March 28th 2014 at 1:26PM

Great advice Stephanie. 

I always recommend not to put all your eggs in one basket; in other words, explore other social media options outside of Facebook. If you're unsatisfied with Facebook start to invest more time, energy and money in other platforms that are applicable to your business i.e. Instagram, Twitter, YouTube, etc. 

Facebook still plays an important role in any social media strategy, and as you mentioned everyone needs to embrace the pay-to-play mentality on Facebook. If you aren't willing to pay-to-play your Facebook marketing success will be greatly limited. It's unfortunate we're only going to reach 1-2%, but even uproar in the social media community won't make Facebook reconsider. 

Melody
Posted on March 28th 2014 at 5:50PM

Facebook is shooting itself in the foot from several angles, but you don't have to go down with their ship!  Get creative and work with other businesses to increase reach.  For example, there are several social media networking groups popping up that engage in cooperative commenting, sharing, liking, etc, like this one for Canadian businesses:

https://www.facebook.com/groups/CanadianBusinessSocialMediaEngagementCoOp/

It's not gaming the system, it's just another form of back-scratch networking.  It's a great way to get to know other entrepreneurs as well, which opens the door to other mutually-beneficial arrangements.

Anthony_Mac85
Posted on April 1st 2014 at 9:00AM

Great article Stephanie. I couldn't agree more in that Facebook marketers need to invest more in creating truly great content that people want to share naturally. Yes, they may have to pay to boost their posts but if the content is good enough then it will naturally get shared. I decided to write an article myself over the weekend with 3 techniques that Facebook marketers should focus on to combat the decline. You can check it out here - hope people find it useful!

SaneSuperWoman
Posted on April 5th 2014 at 2:33AM

I just started a new like campaign for a new page. I've gotten 14 likes over 24 hours at a cost of 9.16, or 65 cents ea. We'll see how it goes. 

LaFaith
Posted on April 5th 2014 at 1:19PM

Greetings and Thanks Socially Stephanie with these wonderful tips.  We all know the bottom line to any advertising is $$$.  Just make sure you are using your $$$ wisely.  Let’s face it, business is business and nothing is free.  There are many affordable advertising places on the web.  Just make sure you find the best fit and right one's for you and your business...

Kelly Calhoun
Posted on April 7th 2014 at 1:30PM

Thank you for the article Stephanie! I've been trying to figure out how to help ease my customer's minds.  You've found all the right words!