Overall, we anticipate that this update may cause Facebook reach and referral traffic to decline for some pages – Lars Backstrom
Facebook is messing with organic reach…again! Not increasing reach, but lowering!
Is Facebook dead?
Yes, Facebook has died (toll the bells, toll the bells).
Long live Facebook ( grab a tissue and cry, cry, cry 🙂 ).
Whoa your horses girls and boys! Let us not cause a stampede – yet.
Maybe, just maybe we should stop, drop, thinking for a second, and well do some more thinking and and maybe a bit of investigating.
Facebook Reach is Dropping – Again – Here is What to do
Facebook is everywhere; and everyone uses Facebook. 1.5+ gazillion people on Facebook and 1 gazillion of those 1.5 gazillion use Facebook monthly.
What do the gazillion people see, post and do on Facebook? They see baby pictures, see and do selfies, and see and do Pokémon adventures.
What do they post? Baby pictures, selfies, and Pokémon adventures, oh my.
Yet, if you are a business, you don’t sell cameras, or teach how to take selfies, how do you compete?
What thumb-stopping stuff can you post which is more interesting than babies pics, more personal then selfies, and cooler than Pokémons?
Well the answer is not much…and the real root problem is our new feed is cluttered.
…the (average persons) News Feed displays approximately 300 of the 1,500+ stories a person might see…whenever they log onto Facebook.
You cannot compete with babies, selfies, and Pokémon. Because the Facebook deck of cards is stacked against you. With one magic trick, posts from friends and family are on the top of the deck.
…announcing an upcoming change to News Feed ranking to help make sure you don’t miss stories from your friends
“Facebook Wants Happy Users”
Think about the ‘happy users’ statement for a second. Mark Zuck. has said, repeatedly, his goal is have happy Facebook users.
Happy people stay on Facebook, happy people use Facebook, and happy people see ads.
No better way to get happy users then show more of post from family and friends.
Facebook Suggest what to Post
Facebook is great. One hand they take and the other they give. Facebook gives to us telling us what to post.
We encourage Pages to post things that their audience are likely to share with their friends
There you go. Post updates your fans will share…Simple yes? Well not really simple, because what do people want to share?
Glad you asked because Jonah Berger answered that simple question and found 6 factors which make ‘stuff‘ shareable.
Johan found 6 factors of sharability.
6 Factors Of Post Shareability
Lol, yep there are 6 factors of shareability.
One Jonah Berger, is a protege of the Dan and Chip Heath – the ‘Made to Stick’ fame. Made to stick is book, backed by research, on why some ideas are memorable and stick and some are not memorable and don’t stick.
Back to Johan, his book Contagious, (neither links are affiliate 🙂 ) does for shareablity what “Made To Stick” did for memory ability.
The handy acronym STEPPS – lays out the 6 never before seen aspects of ‘why people share’. Incorporate these six into your content marketing and posting you will see your reach explode (well not really).
- Social Currency – will sharing your post make your fans look good or smart?
- Triggers – what is the emotional connection people have with your idea?
- Emotion – people decide with the head, and buy with the heart (or something like that). Which emotion – sad, happy, joy, surprise, fear, anger, trust, disgust – does your post pull upon emotions?
- Public – does it resonate? Will the friends of fans get value form sharing your post?
- Practical Value – will sharing your post help their friend?
- Stories – (should be first as a story is the best hook). What is your Trojan horse? Is your post, product, or idea embedded in a broader narrative that people want to share?
How Will this Facebook Reach Drop Impact your Page?
In big, terrible, and very bad ways!!
You see, we are to blame, you and me and we are to blame three times actually.
First, brands and you and me, are posting more ‘stuff’ trying to reach more fans. Because the guru’s told us all to post more to reach more fans. We obliged and are posting more ‘stuff’.
Secondly, we collectively told Facebook, in surveys, that, if we are missing baby pictures, selfies, and Pokémon.
Thirdly, all of use are liking more pages.
The question to ponder is how do you fit a pair of size 12 feet into a pair of size 10 shoes? You don’t. Therefore, which of the little piggies on the foot gets left out? Yep, the business piggie!
Watch the recorded Facebook Live video as I tell you how to survive the piggiegate.
3 Strategies to Survive Piggiegate – the drop in Facebook Reach
1) Facebook Live
2) Facebook Ads
3) Not Facebook
1) Facebook Live
Yep, the beat ‘piggiegate’ strategy numero uno is Facebook Live and native Facebook video.
Why video and why live video?
Back in April at the F8 in ‘The City’ (San Francisco for those not in the know), Mark Zuck said he was doubling down on video and live video. Something about live video lets people, eaves drop on what people are doing in a intimate, real, and raw way.
Further, the news feed algorithm changed to boost live video compared to all other post types.
2) Facebook Ads
Yep, Facebook Ads.
Yes, I know you spent money to get fans for your page, likes, – we all did – and now all for naught.
Cry foul, cry a conspiracy, yell ‘it is a scam’, Facebook is a fraudster! Yea, do you feel better now? Good. Lest we forget Facebook is a for profit business and we are playing in their sandbox…just saying it.
Flip the coin over and see the other side. The bright side of Facebook. The advertising side.
Facebook Advertising platform is super powerful – laser crisp audience targeting, more ad objectives you can shake a stick at, ability to retarget fans, custom audiences, and, and, and (sound like a late night infomercial, sorry not sorry).
Let me back up a second and ask what goals do you want to achieve?
Fill a webinar with cash in hand buyers? Done.
Signups for a eBook? Bam done.
Want your event book solid? Shazam it is done.
Promote your local restaurant? Hammer time – done.
Students for a online course? bada bing done.
(No these are not goals per se, but, goals and strategies sound better than tactical steps 🙂 )
Start Advertising with Small Budgets
A budget of €1/day will make an impact. Yes, it will.
However, put your expectation in the right place. The right place is you will not get ROI at the beginning.
Why? Because the ads platform has a steep learning curve, you will make mistakes, and thirdly the ads platform will take a while before it understands what you are trying to do.
Consider the first €100-200, or more, you spend, as the cost of your on the job training. Training you pay for.
3) Get off Facebook
What? Log off?
Well, not a time out. Try other channels to achieve your business goals. Yes, Dorothy, there is life outside of the blue of Facebook.
All will help you achieve your objectives. Are they as fun or addictive as Facebook? No. But, they all work to drive business results.
Facebook Reach is Dropping, Facebook reach is dropping.
‘read all about it‘ was the headlines.
You are now set with new strategies and tactics to deal with the drop in organic reach.
-> Facebook Live and native Facebook video
-> Facebook advertising
-> Other Channels
Yep, I listed three positive strategies to focus your energies upon.
Let me know in the comment how you get on in your Facebook Marketing travels.