Many brands have used Facebook as a fairly successful marketing platform without resorting to buying ads; however, algorithm changes have caused brands to notice decreased visibility in recent months, with reports of rates as low as 1-2%. However, small brands and businesses shouldn’t despair, they just need to adapt and re-evaluate their marketing strategies.
Brands and businesses need to move in a new direction. Rather than just acquiring ‘likes’ , which are meaningless if no content is actually seen, Facebook is guiding brands towards the pay per view model.
Once again, brands need to evaluate their previous marketing strategies, and look at the data they used before the algorithmic changes. It is a good idea for brands to resist swamping their Facebook personas with masses of meaningless content, and to cut back on things that didn’t work. Brands should have a close look at their content and see what works both visually and textually, and concentrate on quality not quantity.
Social media content is important for SEO, and a brand’s Facebook site will often appear near the top of the rankings when the brand name is searched for, so users can take a look at your Facebook content regardless if they are Facebook members or not.
It’s not too tough to bite the bullet and accept that paid media may strengthen a brand’s reach on social media. If targeted to a specific audience with the right message, paid ads can add substantial support to a brand’s identity, and taking their online content to a wide customer base.