Get informed before it goes mainstream.
You may have heard a lot of people talking about the latest wave of Facebook updates, which means that unless a “fan” has engaged with your page in the last three weeks, they won’t see any of your unpaid (organic) updates. Consequently, more and more people are having to pay to promote their posts in order to get the same kind of reach they were previously experiencing.
It’s fair to say that, for the most part, this hasn’t been overly well-received.
The reasoning behind this update is apparently not to ensure that every page is paying for Facebook advertising to ensure maximum profits for the multi-billion dollar corporation, but to actually ensure that advocates of the brand are constantly engaging with the page via Likes, Shares or comments.
The frustrating thing for many businesses is that the general public don’t know about this new update, so the ‘lurkers’ who just peruse Facebook, taking in content and information without actively engaging won’t be alerted to this fact, they will just simply stop seeing updates.
Advertising is a great way to reach a new audience and further the appeal of a business page – but should businesses feel resentful that they now have to spend, spend, spend to reach old and new fans alike?
The best way to tackle this new approach is to divide your Facebook strategy and split your advertising campaigns. By using one set of ads to remind your existing audience that you’re still here and that you’re still active, they should retain their brand loyalty. Then if you use a separate set of ads specifically targeted at new users to inform and engage with a new range of potential fans and customers, meaning that you can both maintain and grow your reach through the same advertising budget.
Another thing to consider is that a new tool is about to launch, accessible via every ad on Facebook. This will explain why a user is being shown a particular ad, allowing them to adjust their interests to prevent (or encourage) targeted marketing.
This can actually be seen as a positive step for both businesses and users as it provides individuals with a modicum of control over what populates their newsfeed and advertisers get more relevant information about who to target their ads toward.
Is your Facebook engagement falling through the floor or are you happy with the new way of things. How are your ads performing? Leave us a comment and let us know.
Account Director, Emma, has been part of the White Space team since early 2011. With a BA Hons in Marketing and PR, she oversees a range of accounts across the agency with extremely high levels of organisation and creative thinking. She’s got a real passion for marketing and loves to read works from the great masters - Hegarty, Ogilvy, Rowling…