Facebook organic is dead, but a little investment in Facebook Ads may pay off

by Wouter Buijze

With more than 2.2 billion monthly active users of which 51% are visiting the site several times a day, Facebook is the largest social media platform in the world. Most brands try to capitalise on this enormous user base. There are currently more than 60 million Facebook business pages. Nearly 40% of users follow a business page and 32% regularly engage with brands, leaving on average 7 comments each month.

Today, Facebook rewards content that produces person-to-person interactions. For your business page, it gets harder to reach your followers with organic posts. The last time Facebook changed their algorithm, viral publishers have been seeing huge drops in engagement. End 2019, company pages could expect their posts to be seen by about 5.5% of their page followers. This percentage is even lower for brands with a large following.

However, this is only the case if your content doesn't attract comments and shares to begin with. Facebook encourages you to look at your page followers as a way to make paid advertising more effective rather than using it as a free broadcast channel. But is it worth it?

Engage your Facebook followers

Do your Facebook posts get low engagement because fewer people are seeing the posts or do fewer people see them because they have low engagement. While this is a bit of a chicken-or-the-egg question, one of the most important things you should do is to be as engaging as possible.

Forget the spray and pray attitude, at the end of the day, the best way to earn engagement is to be funny, interesting and inspiring. Easy right? Don't be shy to get conversational with your audience by asking questions or remind them to like and share, but don't post shoddy engagement bait. Also, don’t mess with success. Analyse your data to find and replicate the tactics that work for your audience.

Facebook engagement bait example

Maybe the most effective way to boost engagement is to use video content. Videos only make up 3% of content on Facebook but generate much more engagement than other types of posts. If you do video's, go native, which means uploading directly to the social network so it will be played in-feed on the platform. According to a recent study by quintly, native videos have a 186% higher engagement rate and are shared more than 1000% more than non-native videos.

Engaging your audience as fast as possible is essential to signal Zuck that your post is meaningful. Study your data fo find the days and times that your audience is more likely to engage with your content. Also, according to Facebook, consistent posting is an algorithmic factor. To kickstart engagement, ask your colleagues for some initial engagement and share your post to a relevant Facebook group.

Be smart with your advertisement dollars

Since you're only reaching a small percentage of your following with organic posts, it's recommended to take advantage of Facebook Ads. Start with micro-targeting to generate proof that your post is worth liking and sharing and increase your audience after you've experienced sufficient traction.

A few tactics to target an audience that is most likely to engage with your post:

  • Import your email list into Facebook’s Audience to target an audience that's already engaged with your brand.

  • Target only your followers or people who engaged with your page. If that's still too broad, narrow your audience down based on demographics or interests. You can increase your target audience by including followers' friends.

  • Remarket your website traffic. Again, you can narrow it down by only including traffic from certain pages.

After you’ve gathered engagement from your colleagues, groups and first advertisement bucks, expand your target audience. Note that a broad targeting and low-funnel conversion strategy is less effective for boosting organic posts since you don't have the benefit of optimised rotation of different creatives.

Want to level up or implement Facebook ads in your business? We're here to help, drop us a line!

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Wouter Buijze

Wouter (aka Wally) arrived in Melbourne via Amsterdam where he founded a successful start-up. He's a natural when it comes to driving business value and strategic growth. His laid back energy and sense of humor are zeer gewaardeerd!

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