Facebook confesses organic (natural) reach falls short and urges marketers to buy ads.
Facebook doesn’t pull any punches and comes right out and fesses up to the fact that marketers are going to have to pay to get posts seen by those that like your business page. I have been noticing this for some time on the Bizarre Marketing Facebook Page as well as on all of the pages we manage for clients.
The following statement was released: “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
At the time of this post Bizarre Marketing as over 1,600 Facebook likes, in the screenshot below you will see that most of the posts do not even reach 10 percent of our audience. The more engagement a post has the more reach it has, but the reach is still pretty bad.
In testing I boosted two of posts during this week, the $5.00 boost gave the post a reach of 1,200 and the $15.00 boost gave that post a whopping 8,300 reach. So how did the post reach 8,300 when the Bizarre page only has 1,600 likes? – it’s simple, when you boost a post or create a Facebook Ad you can target those that DO NOT like your page. Another key factor to keep in mind, these two boosted posts also generated 13 new likes (pink line).
So I am pretty happy with 13 new leads at a cost of $1.54 each all while reaching 9,500. The new likes are leads that clicked “like” on the Bizarre page so they took action and are interested in the products and services we offer. They are not crappy likes that we begged our connections for; you know the ones “please like my page”. By the way STOP DOING THIS!
So as I see it paying for Facebook Adverting is not a bad thing, it’s a marketing expense you have to come to terms with. It’s far more effective that buying display ads in a newspaper or coupon books (yes people are still doing this) – your audience is on Facebook every single day – way not pay for them to see what you have to offer.