For the longest time organic content was the way to go. Making compelling posts with original images and text could see decent engagement from your audience. Sadly, those days are over. Changes to the Facebook algorithm in early 2018 have made organic posting must more difficult for businesses, even established brands with dedicated a following.
How bad is it?
In 2017, organic content reach dropped by 10% and it’s dropped even more in just the first few months of 2018. At this point, only about 1 in 12 of your followers will see your post.
This is super important when you consider the amount of time you are spending to craft these posts. Look at the time you spend on making the post and the reach and response you get in return. Spending even small amounts can significantly increase this reach and boost your engagement.
It’s important to note that your audience is still there, you just can’t reach them as easily as before. 230 million Americans are on social media in general and Facebook is the most popular platform behind only YouTube. Facebook also holds the top spot for total monthly active users via the mobile app and comes in 4th in monthly downloads in the U.S. (Facebook Messenger is 1st)
What can you do?
For many small businesses, having an ad budget is a daunting concept but it can be completely manageable. First, you need to decide on an amount you’re willing to spend per month and stick to it. Boosting posts or creating ads here and there can be a slippery slope if you’re not keeping track of spending.
Second, take a look at your campaigns and match your spending to what you should be promoting anyway. If you’re a store and you’re having a sale, spend some of your ad budget to let your community know. Maybe boost a post that shows some of the products that will be on sale. You will see the results!
It’s important to mention that you need to have a defined audience and target market when you’re boosting posts or making ads. Spending all the money in the world won’t matter if you’re targeting the wrong people.
Keep an eye on your reach and engagement in the future because algorithm changes and new market trends happen all the time and can shift the effectiveness of your strategy.
Feel free to contact us with any questions you have!
Hootsuite 2018 Social Media Trends
Hootsuite Webinar: Digital in 2018: Data, Trends & Opportunities