We’ve slowly seen the decline in organic traffic to business pages on Facebook over the past few years, with Facebook’s business manager page now in full swing (announce in 2015), along with the recent integration with Instagram, advertising on Facebook is now more effective than ever before.
Many are quickly suckered into the **Boost Post** button below their post. It’s just so easy. Just throw $5 on the post, and BOOM! here come the likes! WRONG.
Boosting your post is only effective if you know what you’re doing. In essence it’s an additional tool to help your social media advertising efforts, and a tool is only effective when in the hands of a professional.
Facebook has clearly cemented themselves into social culture, with over 14 million active users in Australia alone, it's pretty hard to ignore the way it has changed the culture of social interaction and the way businesses connect with their audience.
Whilst businesses across Australia have been harnessing the power of Facebook to grow their follower base and post content to help with their sales revenue, Facebook have been minimising these powers over the past few years without many even noticing it. In initial cases, the pages who rarely posted content, and were not engaging were punished, as their impressions on their followers page's were not being shown to those who had not interacted with the page for some time. Now even active pages have minimal reach for each post, hoping that the likes will come streaming in without opening the company wallet.
Facebook itself has come out and said that only good organic content will generate high levels of reach:
"The first reason involves a simple fact: More and more content is being created and shared every day. You’ve probably felt this change yourself. Just a few years ago, sharing important moments and experiences, articles you’ve read, and photos and videos of your loved ones was a relatively labor-intensive process. Today, thanks to devices like smartphones, many people can share this content with just a few swipes of the finger or taps of a button.There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on."
If you're not spending at least $50 per month on boosting your posts via Facebook Business Manager, your page will inevitably die. Unless your page is posting hilarious cat videos, chances have it you're reach is going to drop down to 5% of your total page likes in the next couple of months.
TOP TIP: Always remember that Facebook is one of the cheapest advertising methods available for a small business. If you can't afford to advertise on Facebook, you shouldn't be in business.
Just because you have to pay doesn't mean you should boost every post. Try to ensure you only have one post boosted at the same time, and ensure you aren't continually boosting to the same audience. After all, nobody likes to be spammed.
Ensure that you have an overall plan on what you are posting on Facebook. If you are posting random pieces of content without any thought put into it, it can often result in your audience moving away from engaging with your page and eventually your business.
Treat Facebook like another advertising avenue, as (just like other advertising mediums) it's going to cost money and it's going to work if you do it properly. If you don't have the time or expertise to create an effective social media strategy and content plan, hire a professional.