A dear follower asked me the following questions a week ago:
« Is Facebook worth investing time? Should I keep posting on my Facebook Page? My engagement rate is very low and my page is not growing »
I think that some of you may relate to his situation.
It has been months since we have been hearing that Facebook is dead, that no one uses Facebook anymore and that organic strategies for businesses are not working anymore.
I want to go a little deeper into that.
I do not think that Facebook is dead. I think that it clearly depends on who your audience is. Baby boomers are still on Facebook. They still use and check out their notifications every day and they still engage with their friends using Facebook Messenger (keep in mind that Facebook Messenger is highly popular in Europe).
However, it is true that millennials are not really into Facebook. Most of them make fun of this platform and treat it as “their parents’ social media platform”. Instagram is way more popular than Facebook among millennials.
I think it is a mistake to see Facebook as an organic social media channel. Nowadays, it is almost impossible to grow your page organically, and it is very challenging to achieve a decent organic engagement rate on posts.
Fortunately, Facebook probably has the most precise targeting tool and is also the cheapest to use for ads online. If you know who is your target audience (and you should), you can launch highly effective, very precise and also quite cheap campaigns using Facebook ads. Buying ads for engagements and/or reach on your posts is fairly easy, cheap and efficient.
Growing a Facebook page is therefore quite cheap and it is still a quite efficient way to communicate. Spending time on organic strategies is a waste because it will never work as efficiently as you would like to. However, ads are effective and can ensure you a constant and qualified growth. Whereas viral organic posts are extremely random and might not get you actually interested followers.
Facebook is no longer ‘Free to play’.
I know most people hate spending money on social media. But trust me, if you are only relying on organic reach strategies or if you are looking for only free ways to communicate on your social media channels, give up on Facebook. It will bring absolutely no value to your business and it will make you waste a ton of time.
If you are ready to spend a little bit of money (and believe me, you do not need that much if you want to make an efficient campaign: a precise targeting will do), I promise you, you will get awesome results.
But before you do that, focus on the One thing that matters: your targeting. The best ad with bad targeting will be absolutely inefficient. And this is true for most paid, and organic marketing strategies, not only on Facebook.
Do you feel like you tried everything to grow on social media and especially Instagram? Hopefully, what follows will be the last thing you will have to do to reach your goals.
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