Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!
Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.
Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.
Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.
Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.
This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.
Ask yourself these questions:
- Are you creating conversations?
- Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
- Are you asking your audience what they want and would like to see more of from you?
- Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
- Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
- Are you taking data into account for what content people are responding to favorably and when?
- Do you ever invest in Facebook ads or boosted posts for important content or events?
Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.
Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?
Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.
Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.
Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.
When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.
Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.
- Try a simple question, such as “What would you like to see more of on this page?”
- Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
- Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.
Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.
Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.
Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.
Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.
Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).
Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.
Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.
Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.
Video is necessary for your marketing strategy
(BUSINESS MARKETING) As technology and social media move forward, so do marketing opportunities. Now is the time for video content social media marketing!
As an entrepreneur, you’ve surely heard the phrase “pivot to video” countless times over the last few years. It’s the path a lot of media companies are on, but even brands that aren’t directly talking about this pivot have increased their video production. This shift stems in part from studies showing users spend more time on pages featuring video content. Social media has also played a significant role, and recently, new social platforms have made the pivot to video even more important.
Snapchat and TikTok are leading the social video sector as emerging social media platforms, but the audiences for these platforms skew especially young. The content on these platforms also tends toward the meme-worthy and entertaining, raising the question: are these platforms a good use of your time and resources? The answer depends on your industry, but whatever your field, you can certainly learn from the pros dominating these new platforms.
The promotional angle
One of the primary ways that businesses use video content across platforms is by creating promotional content, which range widely in style, cost, and content, but there are a few strategies that can really help a promotional video succeed.
First, a great promotional video hooks the viewer within the first few seconds. Social media has shrunk everyone’s attention span, so even if your video is on a longer form platform, the beginning has to be powerful. Having a strong start also means that your video will be more flexible, allowing it to gain traction across different platforms.
What you’re promoting – what your business does and who it serves – plays a critical role in what kinds of video content you make and what platforms you use. TikTok is a lot of fun, and it’s playing a growing role in business, but if your entire audience is age 30 and up, there’s not much point in trying to master the form and build a viewership there. You need a sufficient youth-heavy market to make TikTok a worthwhile investment, but Snapchat, which also serves a youth-heavy market, might be a different story.
Even if you don’t intend to make heavy use of Snapchat, the platform recently made a big splash in the video sector by opening up its story tools to other platforms. That means businesses will be able to use Snapchat’s tools on platforms like Facebook and Instagram, where they may already have an audience. It will also make crossover content easier, allowing you to maintain consistent branding across all platforms. You may never download Snapchat proper, but you may soon be using their tools.
It’s all about strategy
However you choose to approach video content, the fact is that today video is a necessary part of your content marketing strategy. In part this is because, while blogs aren’t going anywhere, and short-form social media is definitely ascendant, both make use of video, but that’s not the only reason. Video is so powerful because it’s deeply personal. It makes your audience feel that much more closely connected with you and your brand, and that alone is enough to change buying patterns.
Another key advantage of video is that, consumers genuinely enjoy well-made videos. Unlike blogs, which most users will typically only seek out if they need information, there are brands out there who are known for their video content. They’ve found a way to hook viewers and make them feel like they have two products: entertainment and whatever it is they actually sell. You, too, can do this with enough creativity and today’s social media tools.
It’s critical that you don’t let your brand fall behind on video right now, because if you even stop for breath, you will be left behind. As TikTok and Snapchat have made clear, video doesn’t stop for anyone. At this point, video isn’t the future of social media or ecommerce – it’s the present.
Marketing amidst uncertainty: 3 considerations
(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.
The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.
As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?
Pandemic Pivot 1.0: Q3 2020
When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.
How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.
Think Brick And Mortar
As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.
Reach Customers With PPC
Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.
While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.
It’s All About The Platforms
When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.
One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.
The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.
Advertising overload: Let’s break it down
(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.
If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.
Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.
In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.
“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.
This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.
It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.
Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.
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