This is part one of a two-part blog post series. In a previous blog post, we discussed the ability of a brand’s Facebook updates to reach its audience in an organic manner. To extend beyond organic and viral reach, Business Pages can utilize the advertising features within Facebook. Among the benefits of doing so is the chance for your updates and the brand itself to be exposed to a broader audience.
The first question a brand manager may have, however, is “Why would I pay to have a presence in Facebook?” Facebook has historically been a social media channel that allows you to reach prospects and existing customers free of cost. So why start paying now?
To answer that question, let’s look at the fundamental components of Facebook Ads:
There has been a lot of discussion across the Internet recently regarding the reach, or lack thereof, that brands experience when posting updates to Facebook. As a result, many marketers have expressed their frustration of the declining ability to reach their audience on the world’s largest social network. In response, Facebook’s Brian Boland, head of the Ads Product Marketing Team, addressed these concerns in a lengthy but informative post to the company’s Product News page. You can find it here. Since this post, many people appear to have misinterpreted what Mr. Boland was explaining.
Specifically, the concern for many marketers is that organic reach (the ability of your brand’s updates to be seen by your audience on Facebook for free) is purposefully being diminished by the social network in hopes that more brands will succumb to seemingly overt pressure to pay to promote their posts to a wider audience.
That, however, does not appear to be the case. Organic reach is in fact declining for many brands, but it requires an analysis of the current environment on Facebook to understand why this is happening – and what you can do about it.
Though the announcement was made back in March of this year, Facebook is rolling out a new design for business pages. The world’s largest social network has added some new features to these pages, but the changes are mainly organizational. The update will change the experience for both the audience and brand managers of business pages.
So what has changed? Let’s take a look.