Facebook admits it. Fans are seeing fewer posts. They do have good reason for this; Facebook wants to maintain quality of the Newsfeed (which I think most of us want too).
In 2012, I mentioned that fans were seeing fewer posts. Studies of 4,000 Facebook Pages showed that only 17 percent of fans saw any given post, but now even that has dropped quite a bit.
The easiest way to see how many fans see a post is to look in its bottom left corner.
Now, if you’re spending time and energy doing marketing on Facebook, you want your posts to show up in Newsfeeds. This feed is where 90% of people will view your content and it’s where they can start to engage with your brand.
There are a few solutions to help you through this dilemma.
Focus on engagement
The number of people who see your post is tied to the number of people who like, comment and share a particular post. The more likes, comments and shares you get equates to more visibility for that post. These are tips that work to increase engagement:
- Ask questions
- Use calls to action.
- Use personal language.
- Post quality images & photos.
- Open discussions.
Pay for ads
Even without a massive budget, strategically placing Facebook Ads can be very valuable. The first step is to always start with a goal. What exactly do you want the ad to do? When you log into Facebook’s Ad Manager you’ll select the result you want to get: Page Post Engagement, Page Likes and Clicks to Website are the most commonly used.
Increase Likes. This format is simple. Facebook shows your cover image in the Newsfeed and has a Like button in the top right. It’s very simple and effective for growing your page more quickly and a story will be created and visible to friends of your new fan. This is a perfect example of a cover image from Make My Notebook highlighting their brand and products.
Send traffic to a sales page. One important aspect of Facebook marketing is to know how your efforts impact sales. Setting up an ad to increase traffic to your sales page is a perfect way to measure this impact. The other strategy for this is to send traffic to an opt-in page so that you can capture an email address for continued marketing. Sofa.com used this strategy brilliantly by offering Free Fabric Samples through a Facebook Ad campaign.
Get more engagement. When you have a great post that you just want more people to get involved with (i.e. Like, Comment or Share), this is a great option. Optimize the ad to get more engagement. Facebook will handle this for you behind the scenes and you’ll see a massive boost with a little spend.
In the spirit of community, shall we do this together? Post something on Facebook (either a great post geared toward engagement or an ad). Then, leave the link here so we can take a look!