Today, there are more than 60 million Facebook pages and 2 billion monthly active users on Facebook, making this social network a new eldorado for marketers. For entrepreneurs too, launching a Facebook page represents an opportunity to develop a committed community and do a little promotion on the web …
The problem is that it is not easy to be heard on Facebook because:
- There is a lot of competition: 60 million companies fight for a place in your news feed;
- The news feed of your fans is getting saturated.
Having a place in your fans' news feed becomes more and more difficult. To make matters worse, the Facebook algorithm does not hold you in his heart.
Since May 2016, he favors the publications of your friends and family rather than those of the Facebook pages. Then come the Facebook pages with which you interact most often.
In fact, the average organic reach of a Facebook page that posts twice a day is only 2% on average according to the figures presented in this article.
It's no coincidence that Facebook is constantly changing the way its algorithm works by focusing more and more on the content of your friends.
Facebook wants you to become an advertiser on its platform. In fact, advertising accounts for more than 95% of its turnover.
Pay for likes: the solution that does not work
Let's recap. The natural reach of a Facebook page's publications is (very) low and does not seem to want to go back up. The news feed of your fans is saturated. Facebook's algorithm does not like you.
How to have more fans then (especially if you just launched your page)? That's what you want, right? Engage a community, drive traffic to your website, make sales through your Facebook page?
Yes, it is possible.
The most obvious solution, you guessed it, is to pay for Facebook. There are others of course (I will explain them later in this article).
Sadly, Paying Facebook for people to like your page is not a winning strategy in the long run.
I'm talking about advertising so that we like your page (not buying likes on dubious sites).
A "Likes Page" ad, it looks like that in your news feed.
For me, this is not a smart short-term and long-term strategy. Here are my 2 arguments VS likes campaigns.
Likes do not bring you money
Until proven otherwise, a mention I like does not earn you a cent! The return on investment (ROI) for this kind of campaign is simply no. So, why pay for something that does not bring you money? Is not this the goal of an advertisement? Generate a return on investment.
Here, you invest for your ego, nothing more. Because yes, it's nice to have a page with 10000 likes but if nobody buys, it has no value.
I know what you will tell me:
"Yes, but buying likes allows me to increase the natural reach of my publications because I have more fans."
"My Facebook page has a larger number of fans so it's good for my credibility."
That's what Neil Patel, one of the world's leading digital marketers, believed … before he spends $ 400,000 on advertising for almost useless likes today.
I explain the story of Neil Patel in the following argument.
Facebook's algorithm plays against you
As I explained to you at the beginning of the article, the Facebook algorithm is now playing against you. Facebook prefers to show first the content of your friends and family, then the pages with which you interact the most. And that's not normal, Facebook does not want its users to desert its social network.
Facebook is above all a social network where we are entertained, not a market.
Let's take our story back. Having found a positive correlation between the total number of likes on his page and the organic page reach, Neil Patel has invested in advertising for:
- Have more fans;
- And therefore increase the natural reach of his Facebook page.
In total, he has invested $ 400,000 in Facebook advertising (boosting his posts, launching campaigns of likes) and now owns 900,000 fans on his page.
At first, his efforts paid off.
The natural organic range of its page has increased dramatically. Neil explains that he had 240,000 visitors to his website from his Facebook page just by posting his latest articles on his page.
The continuation of the curve:
In Neil's words, Facebook fans and likes end up losing their value with the perpetual changes in Facebook's algorithm.
Basically, the more fans he had on his page, the lower the organic reach of his publications. Having 900,000 fans was worth less than having 100,000!
So if a marketer as strong as Neil spent $ 400,000 to ultimately have a natural range even lower in the end, then do not make the same mistake!
Remember this: Facebook's algorithm plays against you. Facebook wants you to advertise!
How to stop being invisible on Facebook?
Promote commitment, that is, the number of people interacting with your Facebook page. If nobody shares or comments on your posts, you will not have any new fans! Fortunately, there are effective and free ways to boost interactions on your Facebook page.
Favor visual content (photos, animated GIFs, videos, etc.)
Visual content is more likely to attract attention than just textual content. Take a tour in your news feed. You'll find that most of the content is visual, but only a small part of that content is in video format (at least that's what I see in my news feed).
There are places to take with the video.
Making videos is not just for everyone, but it's what produces the most interaction on Facebook.
Publish your videos in native
Good to know: If you make video, publish your videos natively.
Posting natively means loading the video directly from Facebook. Facebook will naturally give more visibility to your video if you publish it directly from Facebook rather than share a YouTube link. Like Webmarketing & Co'm: a beautiful video in the sun 😉
Buffer also recommends publishing your videos in square format because they take up more space on mobile.
You then have all the attention of the user.
Facebook has introduced the opportunity to make Lives in 2016. The least we can say is that it works. No need to switch to TV to be live. It's now possible on Facebook and at your fingertips …
Eurosport regularly posts Lives on its Facebook page.
In my opinion, Live has enabled Eurosport to significantly expand its Facebook page and engage its community. Eurosport journalists give their opinion and play on humor.
In the end, I think we even want to read their articles on the Eurosport website because we have this impression of better the team.
In my opinion, this gives them an advantage over other football media that are just content to relay Foot news.
Live video has many advantages:
- The range of Lives is much more important. It's still new and appreciated content on Facebook;
- Some of your fans will receive a notification to tell you that you are in Live;
- You can even predict the event (to avoid being alone in Live!);
- The goal of a live is to exchange, so the interactions will be at the rendezvous !
- You can reuse the videos from your lives on your website or in your Facebook ads.
To go further on using the live, check out this article "10 Reasons to Use Facebook Live for Your Marketing" by Catherine Daar.
Post when your fans are online
Eh yes ! To see your publications, you have to publish them at the right time. When your fans are online preferably. To find out, there are several solutions:
- Either you play the riddles to find out. You may be wrong …;
- Either you do a search on Google. Be careful, you will find a different answer in each article;
- Either you use the audience statistics of your Facebook page to determine when your fans are most often online.
Also do tests to see the time that works best.
How to create engagement on your Facebook page (without advertising).
Produce "shareable" content
It is the most important. If nobody has desire to share your content, it will only appear in the news feed of some of your fans. Here's what I found by managing the Facebook page of my old blog.
People share much more photos and videos as links.
I think of the articles I published on my page. I got a few clicks on the link, but few interactions, not enough to engage my community. Which is logical, I only expected to get traffic to my site.
In any case, it is not a good strategy to get shares on social networks.
For example, on my current Facebook page, I shared a picture of Maslow's pyramid adapted to social networks.
I only had 50 fans on my page and yet this simple picture was shown in front of more than 700 people!
In my opinion, this post has been successful mainly for two reasons:
- The photo plays on humor;
- She talks about Maslow's pyramid of needs, a concept we learn in psychology at university … and that gives us a clever look just to talk about it.
So, when someone shares this picture, he gives himself an air both funny and intelligent!
Jonah Berger calls this the social value in his book Contagious why things catch on.
I summarized in this article the "secrets" of Jonah Berger to create viral content and I adapted the 6 principles of the book to social networks 😀
Boost your publications
Sometimes you have to give your publications a boost to get the visibility they deserve. But do not overdo it, it does not bring you money … and you risk becoming addicted (like Neil!)
To find out which publication (s) to boost, go back to the hearing statistics> Publications.
Then look at the publications that got the most interactions.
* The boxes in dark orange show the range on the "non-fans".
Then boost the publications with the most commitments. Choose between interactions on your page or visits to your website.
For example, if the post is a blog post, it's best to send that post to your website.
If it's a video uploaded to Facebook, choose "interaction".
Choose your budget (10 € is largely the case), the duration and your audience.
I hope I have deterred you from spending your money on Loyalty campaigns.
There is much better to do to get engagement on your Facebook page:
- Privilege visual content (photos, animated GIFs, videos);
- Publish your videos in native;
- Make a LIVE;
- Produce "shareable" content
- Post when your fans are online;
- Boost publications (without abusing them!).
PS: If you want to know how (really) to create campaigns profitable Facebook advertising, I wrote a free guide that incorporates a step-by-step action plan to create a persuasive Facebook advertisement, choose the right audience and determine your budget. Download it freely via this link.