It’s no secret by now. Facebook Pages are reaching significantly less of their followers organically. Some reports state that organic reach is as low as 1-2%, while others fear that the end goal is a 0% dead zone (i.e. Facebook Zero).
That has left many brands wondering whether Facebook is still a viable platform to use for social media marketing. The simple answer is: Yes (for now, at least). Facebook still has over 1.2 billion monthly active users and is constantly acquiring other platforms to stay relevant (i.e. Instagram and WhatsApp).
As RockItLab Founder Alex Wall put it, “Facebook isn’t going to zero. You’re going to zero,” if you don’t adapt to the platform’s changes. Wall added that, “Facebook might be losing followers but not as fast as it’s gaining them.” In essence, it isn’t going anywhere just yet and the best strategy to combat dwindling organic reach is to get more creative.
Here are a few tips on how to deal with Facebook’s recent changes and maximize your social media strategy:
Provide More Incentives
Give your followers a better reason to engage with your Page. Offer exclusive discounts or freebies. Create fun contests and sweepstakes. Provide something that they otherwise would not have access to. While this may not change Facebook’s algorithm, it definitely helps improve likes, comments and shares – which in turn can expand the reach to extended networks.
Urge Followers to “Get Notifications”
Speaking of incentives, give followers a reason to activate the “Get Notifications” option on your Page. This will increase the visibility of your posts on that individual’s feed. Sometimes it doesn’t hurt to simply ask, other times it’s best to add a prize for completing the task.
Set Aside a Small Budget for Ads
Think about it: Allocating $1 per day for Facebook Ads is very affordable. That’s less than a cup of coffee each morning. If you’re struggling to put up $30 a month for promotional purposes, then you may have larger issues beyond social media. Besides, this money can be used for reasons beyond growing Page likes. You could direct customers to your website or a landing page. You can promote specific content, events or exclusive offers. And if you have a Facebook app, you can even directly link people to install it.
Utilize Existing Leads and Data
Have an email database of existing or potential customers? Well you can import those lists into Facebook and invite them to like your Page. Some of those emails might not be linked to personal Facebook accounts but anything is better than nothing. Plus, you can set up a “Remarketing Pixel” on your site to build a custom audience, which you can later use to target with Facebook Ads.
Integrate a Multi-Faceted Approach
It’s never smart to place all your eggs in Facebook’s lofty basket. Use at least one other platform as part of your strategy and encourage fans to follow you on those platforms as well. Twitter and Instagram each allow up to 100% organic reach to your existing followers. So, it doesn’t hurt to capitalize on this freedom (while it lasts).
Stay Informed on Social Media Trends
No one can predict what the next Facebook will be or when Facebook may become the next MySpace. But you can definitely follow the trends and stay on the pulse of emerging platforms. This doesn’t mean you have to implement an across-the-board social media strategy. It just means to keep an eye out and do some research. If your target audience seems to be part of another platform's user base, then try it out. Experimenting isn’t a bad thing.