Since 2014, business pages have been summoned to expect a drastic fall in the organic reach to engage their fans and followers on Facebook. This has made many marketers and analysts mad at Facebook for further narrowing the algorithm down to such a low percentage that it has gotten strenuous for social media marketers to draft a solid plan for Facebook Marketing, without paying money. Furthermore, the lifespan of a Facebook post is comparatively weaker as opposed to its relevancy and organic reach. So, there are chances that my Facebook post will not appear in your news feed even if one of your Facebook friends likes, shares or comments on it. So, when it comes to expanding the boundaries of a good, appropriate and worthy audience, the stakes are extremely high.
The organic reach of business pages was barely hitting 6 percent, but now it’s declining even further and faster. At such a standpoint, it’s unyielding to blame Facebook for following a path like most other social media channels when it comes to advertising, but at the same time, it has become difficult, but not impossible, to create and expand one’s potential audience for businesses who are either startups or looking for a new target market for a new product launch.
If business pages are looking for a faster route to gain likes, shares, and comments from people who might be interested in buying their products or services, is Facebook Ads. That’s our only option; and it’s really disheartening because Facebook is the first website that most of us browse to when we’re on the web. And with Facebook, many businesses have gotten the opportunity to express open access, interaction and positivity to the market of potential buyers, influencers and partners. And Facebook users to a whole new world of connectivity and knowledge. It’s the free book for the reader, or so it was.
Even with Facebook Ads, you get to set your target audience, to which the ads are visible to. But, it’s completely uncertain if you achieve activity only by those who ultimately buy the product or service from you. Facebook doesn’t guarantee you these set standards and if the algorithm doesn’t deliver in your favor then you end up with more than a thousand likes on a product post and no worthy gains. But if it does deliver, your fans will provide credibility; they will offer insights for your customer base; they make your ads more effective when they interact with them and share it with their friends, increasing the chances of them being shown on the news feed of other fans.
Once, we’ve read the problem, we ask for a solution; so here it is. There is no solution. Period.
Because to avoid overcrowding of content in news feeds for Facebook users and for Facebook to make more money, it’s graspable that the organic traffic is clearing out and away, but, does this mean businesses should move out of Facebook and target other social media platforms such as Twitter or Google+? The answer is both viable and tricky. If a cupcake shop wants to get online to share daily updates about the different cupcake frosting and toppings they serve and they wish to cater to their happy customers with more such elegant and engaging content, how would they use Facebook, if they do not want to pay for it at all? After all, we can still build new Facebook Pages without paying any sum amount and we can have as many pages as we want, at no cost whatsoever. If you were to ask this question, you should expect to hear diverse answers because no one answer is the absolute correct one for every business page. Why? Because it all depends on what you sell (or do), that makes into your Facebook business page. It’s that simple.
You can switch over to Google+ and focus your time and energy on that platform for sharing content and building organic audience and still have a consistent Facebook page. You can completely abandon Facebook and use other platforms such as Instagram because you know you’re reaching organically and you’re sure that it’s happening. Or you can stay patient and keep working hard, hard, hard on your Facebook page and hope to get noticed by those who are genuinely interested. The strategies that you can set for your Facebook page is simple, but consuming to carry out.
This evolution of Facebook has disappointed and discouraged, but businesses can still set stipulated targets to meet and distribute their posts most effectively, trying out every single standard available to us, such as photos, videos, links, status updates, to grab a hold of a good organic reach, if not sooner than later.