Category: Social Media

In previous blogs we have outlined why fewer people are seeing your updates on your Facebook business page. In mid-January 2018 Facebook have announced they are making another wholesale change which means that fans of your page will no longer see your updates in their newsfeed.

This is important as it means that the only way to have your content seen by potential customers will be to pay to advertise on Facebook.

Facebook ads are a powerful platform for small business owners due to their targeting, however the move to kill organic reach may see that those that don’t invest unable to reach potential customers at all.

There are lots of different options available to advertise on Facebook and the right approach will depend on the size of your audience and what you are trying to achieve.

Facebook has justified this change so that users see updates from their friends and family rather than businesses. Your updates will still go out but will only be visible under an “explore feed” rather than everyone’s news feed.

The cost of advertising on Facebook varies depending on the audience you are trying to reach and the content that you are creating. Quality and laser targeted content is less expensive than broad brush generic posts.

For a small business the cost of success can be very cost effective to other promotional methods and there is the advantage of being able to start slowly and build.

With these Facebook changes it will be more important than ever for businesses to see social media as a serious marketing discipline and integrate it with other marketing tools such as their website.

If you have any questions give the Aspiring Panda team a call

Digital marketing and tech specialist Anoop is a well-known figure in the Harrow and North London community. Currently the Operations Director for Aspiring Panda, the company uses cloud and development expertise to solve some of the toughest business challenges – which has recently included consulting with East African nations to provide sustainable farming.

If your business has a Facebook page, you may have been frustrated over the last couple of years by the number of people seeing your posts without paying for Facebook ads.

The reason for this is that Facebook have gradually changed the computer algorithm that decides who see your posts.

Facebook’s algorithm is different for every user based on their behaviour and is influenced by thousands and thousands of different criteria making it impossible to get ahead of it for more than a short time.

With each change, the number of people that see your posts without you paying has reduced. The people that see your posts on Facebook without you paying is known as Organic Reach.

A change was made in September that has further tweaked organic reach downwards meaning that the value of each Facebook like on your page reduces every day.

Why Are Facebook Making These Changes

Facebook tell users that the changes to organic reach is to improve the experience of normal Facebook users, so their news feeds are not clogged with business updates.

However, Facebook makes its money from companies that pay to advertise via their business pages. Therefore, the harder it is to generate revenue using Facebook for free, the more people are going to advertise.

This means each change to the Facebook algorithm is designed to increase advertising revenue.

Should I Pay For Ads

With the right strategy Facebook ads are powerful. With the right content you can reach your target audience at a cost-effective price.

Moving Past Facebook Organic Reach

Because Facebook and other social media platforms are always changing, we recommend that businesses should not rely on one sales/marketing platform too heavily.

Instead the focus should be on building marketing assets such as loyalty cards, email marketing lists etc, that the business controls.

Digital marketing and tech specialist Anoop is a well-known figure in the Harrow and North London community. Currently the Operations Director for Aspiring Panda, the company uses cloud and development expertise to solve some of the toughest business challenges – which has recently included consulting with East African nations to provide sustainable farming.