There’s been a recent uproar among the digital marketing and small business community, following Facebooks January 11 announcement about changes to what users will see in their News Feed. To sum it up, Mark Zuckerberg says Facebook’s new goal is to focus on helping users find relevant content and more meaningful social interactions. He also says that users will see less public content from businesses, brands and media. On the other hand, Facebook will be aggressively growing their Watch digital television content, especially looking for regular episodic content. Watch Facebook's explainer video here.
What do these changes mean for your business?
The rumours have been rumbling for a while now, that the days of growing your business strictly organically on Facebook would be coming to an end. Well, this isn’t the end of organic reach. But what they say they are doing is rewarding businesses who develop engaging content. It’s important to remember that Facebook’s purpose is to serve its users (not businesses or advertisers), they want to give users the best experience possible. I think we can all agree that we’d like to see fewer posts that say ‘Share with 5 of your friends for a chance to win…’! Instead, if you post about things that are interesting, helpful, novel, get people talking, or develop a feeling of community, and if you respond to those that comment in a consistent and timely way, you will still get organic reach amongst your Facebook followers.
How to grow your Facebook Audience.
If you are looking to build your audience on Facebook there still many ways to do it.
One way that Facebook says it will be rewarding is to create video content. Especially live video! Of course, your videos still need to entertain, educate, and invite thoughtful engagement. Facebook is looking to steal some of the video viewing audience from Youtube, and they want to do it by offering users awesome video content.The use of videos is extremely beneficial to businesses that want to promote their products and services. Videos can also be fun and give users a glimpse at the inner workings of your company, or the personalities of your employees. You can use video to answer common questions, or demonstrate how to do something! A wonderful example of a video series that is both fun and informative is Chartwell Residences ‘Ask Edna’. Edna is a fictional character who answers common questions that buyers of retirement properties might have.
Video is a fantastic marketing tool, not just on Facebook, but for your website and Youtube channel. Videos grab viewers attention. In research, people have been found to gaze five times longer at video than at text or images. Consumers also find videos helpful when making purchasing decisions, and most would rather watch a video about a product than read about it. Videos also get 1200% more shares on Facebook than static images, helping you maximize your organic growth. There’s no doubt that businesses of all sizes can benefit by utilizing video as an integral part of your organic and paid marketing efforts.
Another way to build audience for your Business Page is through paid Facebook Advertising. Many Small businesses that started up in the last 5 years have had the benefit of free business promotion through their Facebook Business pages. Some of these are also the businesses that are crying the loudest about Facebook’s Newsfeed changes. But if you’ve been in business long enough to understand the value of paid advertising, you will be blown away at what Facebook Advertising has to offer! You can promote those content-rich videos you’ve produced, and get great local reach, for as little as five dollars a day! If you don’t have videos ready to go, no problem, create a Facebook image ad. An If you don’t have access to good images? No problem! For no extra charge, you have access a great selection of Shutterstock images within Facebook’s advertising platform.
Facebook also has phenomenal targeting abilities for business looking to reach niche audiences or customers outside your current geographic area. You can advertise your business to a strictly male or female audience, set specific age targeting, or choose to advertise in precise geographic areas and exclude others!
I believe Facebook’s recently announced Newsfeed changes should be thought of as good news for Business Pages. It’s an opportunity for you to reasses what you’ve been doing on social media, and focus your efforts on content that gets the most engagement. Remember to respond to all comments and invite more conversation! Having Facebook grow its user audience size (currently over 2 Billion world-wide) can only be benefit businesses who want to marketing themselves to that vast audience.
If you’d like to learn more about video or Facebook Marketing, or would like a free marketing evaluation, email Brilliant Digital Marketing or call us at 250-306-0070.