Is Facebook marketing – you know, the “free” marketing all businesses should be taking advantage of – becoming a pay-to-play landscape?
In short, yes. But before we start bemoaning our budgets, let’s consider why this shift isn’t really a bad thing.
- Facebook realigned its algorithms so that individual newsfeeds focus more on friends and family of the individual, rather than businesses or publishing outlets. While this does make it more difficult to get those organic eyeballs on your business content without coughing up some dough, the move was designed to keep users happy. If the users aren’t happy, or all they see is clickbait, they abandon the platform. In short: we WANT Facebook to keep the users happy so that we have an audience to market to in the first place.
- These changes are driven by a desire to cut through clutter and see relevant content – and Facebook advertising has targeting features designed to get you in front of the audience most relevant to you. Not everyone on Facebook wants or needs the product or service you’re selling. As Facebook continues to gather data on its users and adjust newsfeeds to keep them happy, it gives marketers access in the form of targeting tools to make sure we’re reaching the right people.
- Social media marketing is only as good as the content behind it. The same few bucks we cough up to target that relevant audience may also make us pause and think “Is this post worth the money?” Does it offer the user something of value or drive an action? Is the wording concise, clear, and spelled/punctuated correctly? Do links point to appropriate areas of your website? No one wants to waste money – we may put more thought into posts we have to pay for.
- It’s not THAT expensive. (I know, I know, some of you are probably thinking I should have led with this one, but the three items above are more important.) Facebook offers three different paid advertising levels, starting with the easy-to-deploy and very inexpensive Boost Post. A very minimal investment can greatly increase the number of eyeballs on your content.
No one really likes to spend money, especially on things we’ve been accustomed to thinking of as free. However, it’s worth remembering that your posts may be reaching as little as 2% of your followers organically. A few dollars will not only give you more visibility and increased reach, but could improve your content – and your audience – as well.