With the release of Facebook’s new Timeline layout for brands, there has been a lot of conversation around the development of engaging content related to the Timeline, and rightfully so. However, the real discussion should be around reach and exposure. Today, your Facebook page and content may be getting low exposure, but there are remedies.
Only 16% of your fans see your Facebook content
A study by Allfacebook.com revealed that less than 0.5% of your fans visit your page after they have “liked” it. This makes sense because after they have “liked” your page your content will be pushed to them via the news feed. Well, a second study conducted by comScore shows that brands are reaching only 16% of their Facebook fans each week through the news feed. This is because Facebook’s news feed only shows those brand pages that you and your friends have recently engaged with. This is referred to as Facebook’s EdgeRank algorithm, and it is directly responsible for the visibility of your Facebook content.
Sixteen percent and 0.5% are extremely low numbers based on the time that it takes to manage and maintain your page. Bottom line, this is low ROI. So, what can be done to increase your page’s visibility?
The Facebook page paradox
Increasing the visibility of your Facebook page is a simple formula. Increase content engagement and you will increase your content’s visibility within news feeds. But, how do you increase engagement if someone doesn’t see your content in their news feed in the first place? This is the paradox of marketing through Facebook brand pages.
Increasing visibility and engagement through Facebook ads
The good news is that there is a solution to increase your Facebook content’s visibility. The answer is Facebook advertising. Here are a few examples of what JPL has done to increase visibility for our clients’ brands through Facebook ads.
Target existing fans with Facebook ads featuring your most engaging posts from the past, or create a new post based on a question or poll. The goal is to initiate a conversation with your fans who have not seen your content in some time. When they respond to your post, engagement has begun and your content should start appearing in their news feed. By doing this with a client’s brand, we were able to increase reach by 290% and engagement by 580%.
Target the Friends of Fans
By targeting the friends of your current fans, you can increase your fan base and regain awareness with your current fans through the connections that your fans have with their friends. When a friend of your fan likes your page, this will appear in the news feed because your fan is connected to two entities — their friend and your page. We conducted a campaign focusing on this targeting and increased daily reach by 8,200% and total content impressions by 10,000%.
Conduct a Facebook Promotion
Develop a promotion that encourages your fans to visit your page or website to enter. The click to visit the promotion counts as engagement. This engagement will help your page appear in the news feed. Within a month, we were about to increase overall post impressions by 750% and increase content engagement by 237% by advertising a sweepstakes targeted at current fans of a page.
Soon Facebook will be releasing a new version of their ad platform that will guarantee posts will reach around 75% of fans. It is called Reach Generator and is essentially a pay-for-placement model. It increases visibility by placing ads directly into an individual’s news feed even if they have not engaged with your content in some time.
Facebook is no longer free
Marketing on Facebook has changed. Fundamentally, marketers must think of their Facebook initiatives in a different way. Marketing on Facebook requires new tactics including creating more engaging content and greater investment. The free ride is over.