Wednesday January 1, 2020
Gone are the days where you could post something on Facebook and get excellent organic reach. In fact, organic reach (people seeing your posts without you paying to boost them) has been declining for years. This started happening years before people were even aware that their posts weren’t reaching all their followers.
Should your small business be posting on this social media platform or not? Is Facebook for your brand? The answer is… maybe.
Know Your Audience
There is plenty of chatter about whether Facebook is or is not dead but with over 2.50 billion daily active users (as of December 2019), you’ll be hard pressed to find access to more people anywhere else online. To put it in perspective, Instagram is averaging 500 million daily active users and YouTube is only 2 billion viewers a month. Those are big numbers for some popular platforms but neither comes close to Facebook.
However, just because a ton of people are using Facebook every day doesn’t mean that your audience is there. You do know who your audience is, right? If the answer is no, how in the world will you know where to find your ideal clients online?
The most active users on Facebook are between the ages of 18-45. If your target market is older than that, you may need an offline strategy to reach them. If your audience is younger, you’ll need to look at apps like Snapchat, Instagram, and Tik Tok to get their attention – because that’s where those folks play online.
The Dreaded Algorithm
What the heck is a dang Facebook algorithm and why is my great aunt the only one who ever comments on my content?
One of the frustrating things about all social media channels is the mass misconception of how the algorithms work. Honestly, when people start complaining about their Facebook experience, I sorta want to scream. Why? Because the way you USE social media trains it to show you what you want to see. Facebook wants you to linger and stay on their platform, so their algorithm is working hard to only show you content you actually like. In order to do that, they have to use some educated guesses based on how you use the platform.
Confused by all that political content that keeps showing up that you hate? Guess what? You’ve either clicked through a similar political article, engaged with the poster’s other content, or liked the page where the content is coming from. You’ve done something to train the algorithm to show you that kind of content. So, if all you want to see is funny memes – you should be liking, commenting, and sharing each funny meme you see. For the lurkers out there – you are making the algorithm guess what you want to see.
Only seeing content from 25 people? Well, that’s because you only like, comment, or share content from those people. That’s called training the algorithm. If you haven’t seen Uncle Fred in a while, and you’d like to, then go to his profile and start engaging with his latest posts.
As a business, this works in reverse. You have to create content that motivates your audience to engage with it so they are training the algorithm to show them more of your content.
Not Your Mom’s Content
If you’d like more people to like, comment or share your content, it’s important to make sure your content is actually entertaining. Tell a joke, share your interests, ask QUESTIONS! It’s social media – stop selling your stuff all the time and stay SOCIAL. Generate interest. Build trust. Grow a community. Stop looking at online people as only potential dollar signs and they’ll be more likely to pay attention to what you have to say.
Boosting Your Posts
Boosting is a great way to get more eyes on your content, or even drive more traffic to your website. It doesn’t have to take much $$ - just a couple bucks a day could get you several thousands of people seeing YOUR brand! WOAH! If you want more of the people who liked your page to see a specific post or you have a bit of content that seems to be doing well with your audience already, these are both great opportunities to boost your content to reach more people.
No, Facebook isn’t going to be a slam dunk for your business but neither is anything else. The important thing is to commit to something, show up and be consistent, and start building your following so people are aware you exist and start trusting you to deliver what they need. If you want some support being more consistent on social media, Assist for the Win is here for you!