Is Facebook’s Free Ride For Marketers Over?

Facebook's Boosted Post
To boost a post on Facebook, click on the Boost Post button at the bottom right of your post.

Much like Google, Facebook has been doing some algorithm tweaking recently. For the social network, that means changes to its News Feed ­— the posts users see from friends and companies when they log in. You may be one of the many Facebook marketers who have seen the organic reach of Page posts decline over time. A widely reported statistic in the tech world is that organic Page reach will eventually diminish to as little as 1 to 2 percent.

Some marketers even anticipate a day when organic reach for Facebook Page posts will be zero. This all means that fewer people will see your Facebook posts in their newsfeeds.

In a recent whitepaper, Facebook shared a new perspective that may clue marketers in to the future of the social network. It says the value in engagement rates (which has been the ultimate yardstick of the success of social campaigns) is to show which content is most valuable and that content, in turn, should be boosted through paid media, including Facebook ads and boosted posts. Facebook no longer wants marketers to think that engagement alone is the gold standard.

“The success of advertising campaigns should be measured through business results and not via engagement rates,” the whitepaper states. “The same key performance indicators (KPIs) and metrics you use in other channels, and you know drive your business, should be used to assess impact on Facebook.”

So this could be the end of all the great free marketing we’ve gotten all these years on Facebook. This sounds like bad news, but some marketers aren’t seeing it that way.

“It’s actually really good for brands,” an anonymous marketing director told Digiday’s Matt Van Hoven. “[Facebook] is now thinking of themselves as a media platform and as less of a social network as it pertains to brands.”

Van Hoven himself points out that when you pay for exposure through ads, you don’t have to rely on your audience to engage and promote your content.

Two Ways To Expand Your Reach On Facebook

Facebook ads and boosted posts can be very effective, especially in reaching people who are unfamiliar with your brand, because of the complex user profiles it has built over the years. And these paid options still won’t cost you nearly what traditional media does.

1. Page Post Promotion. This is a feature that allows your post to be seen by a larger audience than just people who have liked your Page. You select the demographics you want to reach — friends of your followers or four demographics — age, gender, location or interests. Your posts will then appear in the News Feeds of a new set of Facebook users. Boosted posts are labeled as Sponsored.

To boost Page posts, you choose the amount of money you want to spend and the amount of time you want the promotion to run. Before you buy, Facebook estimates the number of people you will reach with the promotion. The more you narrow down the demographics, the more likely you are to appear in front of the users you’re trying to reach. Depending on your goal, boosting a post could cost as little as a few dollars a day with an added reach of thousands of Facebook users.

To boost a post, write it as you normally would and then click the Boost Post button at the bottom right of the post. And remember: You can send a Facebook post to every single site user, but if it isn’t engaging, educational or interesting, it won’t do your brand any good.

2. Advertising. Facebook offers good old right-hand rail ads, of several configurations, in addition to options for mobile advertising and ads that run in the Newsfeed as “Sponsored.” Facebook offers lots of advice on what type of ad is best for your advertising goals, including the best ad configurations for increasing your number of page likes, driving visits to your website and increasing post engagement, among others. You upload the text and images for the ads.

Facebook ads can be targeted to many more demographics than boosted posts. For example, you can target users by:

• education, by level or field of study
• those who list gardening as a hobby
• gender, age or location
• those who are not connected to your brand
• a particular relationship status
• target income range
• home owners vs. renters
• those who are fit moms, green moms, soccer moms, stay-at-home moms or trendy moms

The cost structure for Facebook Ads differs a bit from boosted posts depending on the goal of the ad. You can choose a daily or lifetime budget for a campaign, or to pay cost per impression or cost per click. You only pay for the clicks or impressions that Facebook delivers.

To create a Facebook ad or to find out more about Facebook Ads, visit

One Thing Not To Do

The Share could be the most important engagement metric on Facebook for getting your content in front of more eyes, but you shouldn’t come out and specifically ask for either shares or likes. In its effort to clean up spammy posts, Facebook will soon be burying posts that come out and ask people to like or share content, according to a recent statement from Facebook.

The best way to get attention and engagement without having to come out and ask for them is to create quality content that grabs attention. And that applies whether you stick to free Page posts or increase your reach with boosted posts or advertising.

Topics: , ,

Leave a Reply

More From Business Management...
If your Wi-Fi is truly secure, your staff can help customers on the sales floor starting today

March 25, 2017

What Marketing Approach Can Attracts the Most Customers to Your Greenhouse? surveyed more than a thousand customers to find out which marketing strategies worked best to entice them to try out a new business

Read More
Leanne Kenealy, Hoffman Nursery

March 24, 2017

New Horticulturist At Hoffman Nursery Will Focus On Developing New And Better Products

Leanne Kenealy, who brings great experience in plant evaluation, says introducing consumers to new plants can hopefully generate renewed excitement for gardening.

Read More
National Garden Bureau New Website

March 22, 2017

National Garden Bureau’s New Website Features Mobile-Friendly Design, Marketing Tools

The new site is designed to serve as a home base to drive traffic from NGB’s social media community to one central location.

Read More
Latest Stories
If your Wi-Fi is truly secure, your staff can help customers on the sales floor starting today

March 25, 2017

What Marketing Approach Can Attracts the Most Customers… surveyed more than a thousand customers to find out which marketing strategies worked best to entice them to try out a new business

Read More
Leanne Kenealy, Hoffman Nursery

March 24, 2017

New Horticulturist At Hoffman Nursery Will Focus On Dev…

Leanne Kenealy, who brings great experience in plant evaluation, says introducing consumers to new plants can hopefully generate renewed excitement for gardening.

Read More

March 21, 2017

How Greenhouse Vegetable Growers Can Prepare for a Prod…

The United Fresh Produce Association is holding a Recall Ready Workshop in April that is designed to help growers properly manage a recall, from liability to communications.

Read More
Greenhouse Loyal Customer

March 16, 2017

How Brand Enthusiasts Can Be Your Most Loyal Customers

A marketing expert shares three core principles that direct-to-consumer companies can follow to create brand enthusiasts.

Read More

March 14, 2017

Expanded Customer Footprint, E-Commerce, Succession Key…

Costa Farms' acquisition of indoor foliage producer Delray Plants rocked the industry, but the story behind Delray Plants' sale is the same as for many growers struggling with succession planning. For Costa Farms, the strategic purchase expands its customer footprint and also fast tracks its foray into e-commerce.

Read More
Steve Black and Bridget Behe

March 14, 2017

AmericanHort’s First-Ever CareerUP Event to Take Place …

CareerUP is a day-long workshop that is designed to provide the skills, information, and inspiration that young professionals need to advance their careers, love their jobs, and help the industry grow.

Read More
Horticultural Research Institute Logo

March 12, 2017

Horticulture Research Institute Rings in New Year With …

More than 150 industry professionals attended a reception at MANTS, which introduced new officers and celebrated the more than $190,000 in donations for HRI research fostering business-building knowledge for the horticultural industry.

Read More

March 10, 2017

Costa Farms Expands With Purchase of Indoor Houseplant …

Costa Farms annnounced March 10 that it has acquired Delray Plants, one of the leaders in the indoor houseplant industry. The two operations are committed to the same values, principles, and goals to grow the industry, and will fit well together to accomplish this, say Randy Gilde, CEO of Delray Plants, and Joche Smith, CEO of Costa Farms.

Read More
Startup Stock Photos

March 10, 2017

Passionate Horticulture Writers Wanted To Join Our Team is looking for people to join our team and submit original content to our website about floriculture and greenhouse production of emerging crops.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Egon and Laina Molbak

March 7, 2017

American Floral Endowment Receives Major Contribution t…

AFE recently announced that it has received a $100,000 contribution from Egon and Laina Molbak, the founders and long-time owners of Molbak’s Garden + Home outside of Seattle.

Read More
Ken and Deena Altman

March 7, 2017

Altman Plants in Escrow to Purchase EuroAmerican Propag…

Ken Altman, a co-owner of Altman Plants based in Vista, CA, has confirmed that the operation is currently in escrow to purchase EuroAmerican Propagators, the Bonsall, CA-based young plant and finished plant grower that filed Chapter 7 Bankruptcy on Jan. 23, 2017. Ken and Deena Altman are co-owners of Altman Plants and The Plug Connection, along with their son Matthew, who has recently bought into the family business. The 55 acres of land and all of the facilities on it, which were previously owned by Jerry Church, a partner in EuroAmerican Propagators, are part of the purchase agreement currently in escrow, Altman says. However, it would not be absorbed by Altman Plants, which in 2016 was number 3 on Greenhouse Grower’s Top 100 Growers list with more than 11 million square feet of environmentally controlled greenhouse production, 62 acres of shade production, and 400 acres of outdoor field production. Altman Plants’ property […]

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Avai…

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand V…

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More
North Creek Tim McGinty Steve Castorini

February 24, 2017

AmericanHort Names New Board Members and Officers for 2…

The new board members are Steve Castorani of North Creek Nurseries, Tom Hughes of Hughes Nursery and Landscaping, and Cole Mangum of Bell Nursery.

Read More
EAGL Graduates

February 22, 2017

Emerging Industry Leaders Earn Business Management Cert…

Dr. Charlie Hall, Ellison Chair for International Floriculture at Texas A&M University, recently announced the graduation of the fourth cohort of the elite Executive Academy for Growth & Leadership (EAGL) program for nursery and greenhouse growers.

Read More
2016 Top 100 Growers List

February 18, 2017

Top 100 Growers Survey for 2017 Is Now Open!

Operations with more than 400,000 square feet of environmentally controlled production are eligible to take the survey, which only takes a few minutes to complete.

Read More

February 17, 2017

How to Keep Customers Coming Back With Top-Notch Servic…

A recent article on outlines seven ways organizations can take their customer service from good to great and beyond.

Read More