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 Facebook.com/advertising.

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...
Vogel Alcove NGB Therapeutic Grant Winner

September 27, 2016

National Garden Bureau Announces Horticulture Therapy Garden Grant Winners

The NGB’s annual grant program, Growing for Futures, recently selected three therapeutic gardens that will receive grants totaling $5,000.

Read More
cuttings-facility

September 27, 2016

How Global Suppliers Of Unrooted Cuttings Are Working To Improve The Pipeline

The world’s top vegetative producers discuss how they continue to evolve to overcome challenges and embrace opportunities to help growers and the varieties supply chain.

Read More
Employees separate the plants by stem count, bud development and height. “This process allows us to respond more quickly to specific requests from customers,” Van Wingerden says

September 22, 2016

AmericanHort Hosting Webinar On Overtime Rule Compliance

The webinar takes place on Thursday, Sept. 29. AmericanHort is also throwing its support behind the Overtime Reform and Enhancement Act.

Read More
Latest Stories
Vogel Alcove NGB Therapeutic Grant Winner

September 27, 2016

National Garden Bureau Announces Horticulture Therapy G…

The NGB’s annual grant program, Growing for Futures, recently selected three therapeutic gardens that will receive grants totaling $5,000.

Read More
cuttings-facility

September 27, 2016

How Global Suppliers Of Unrooted Cuttings Are Working T…

The world’s top vegetative producers discuss how they continue to evolve to overcome challenges and embrace opportunities to help growers and the varieties supply chain.

Read More
Employees separate the plants by stem count, bud development and height. “This process allows us to respond more quickly to specific requests from customers,” Van Wingerden says

September 22, 2016

AmericanHort Hosting Webinar On Overtime Rule Complianc…

The webinar takes place on Thursday, Sept. 29. AmericanHort is also throwing its support behind the Overtime Reform and Enhancement Act.

Read More
customer-base

September 21, 2016

6 Creative Ways To Expand Your Business

Marketing experts offer tips to help you catch the attention of new customers and grow your business.

Read More
OSU ATI Greenhouse

September 21, 2016

Your Support Is Essential For Current And Future Studen…

September is back to school time, and that means renewed opportunity to support the young people who are electing to pursue careers in horticulture. I continue to hear from growers of all sizes, from all over the country, that there just are not enough qualified graduates of two- or four-year horticulture programs. We also need to be active in promoting careers in horticulture to those who are not aware of the opportunities available. There have been some great success stories in this area recently. At University of Florida (UF) last fall, Anna Ball and Dr. Marvin Miller of Ball Horticultural Co. joined UF’s Dr. David Clark in an introductory environmental horticulture couse that’s open to any major. After the class, the line of students waiting to talk with Ball, Miller, and Clark was out the door. It is so important, Ball says, for each of us, individually and collectively to […]

Read More
Pansy ‘Cool Wave Blue Skies’ (Wave)

September 20, 2016

PanAmerican Seed Settles Alleged Trade Sanction Violati…

PanAmerican Seed, a division of Ball Horticultural Co., has been charged with violating trade sanctions to Iran over a number of years. According to a release from the U.S. Treasury department, PanAmerican Seed made 48 indirect sales of seeds to two Iranian distributors. The company shipped the seed to consignees based in countries in Europe and the Middle East. PanAmerican Seed’s customers then arranged for the re-exportation of the seeds to Iran. The release states that the Office of Foreign Assets Control (OFAC) determined PanAmerican Seed did not voluntarily self-disclose the alleged violations to OFAC, constituting an egregious case. “We believe that the settlement was extreme; however the alternative was to litigate with the U.S. government, which would take months, if not years,” says Todd Billings, Chief Financial Officer for Ball Horticultural Co. When asked what Ball Horticultural Co. has done to ensure that violations to trade sanctions do not […]

Read More
young-plants

September 20, 2016

The Top Young Plant Growers, And Four Critical Challeng…

In Greenhouse Grower’s 2016 Top Young Plant Growers Survey, growers discuss the latest challenges and opportunities in fulfillment, shipping, labor, and crop protection.

Read More
Dual Income No Kids (DINK) Young Couple

September 16, 2016

What You Need To Know About DINKs

DINKs (Dual Income, No Kids) are quickly becoming one of the fastest-growing demographics that marketers are targeting.

Read More
MANTS

September 15, 2016

Registration Is Now Open For MANTS 2017 In Baltimore

The 2017 Mid-Atlantic Nursery Trade Show takes place Jan. 11-13 in Baltimore, MD, and will feature more than 1,000 exhibitors from the green industry.

Read More
farwest-2016-photobooth

September 14, 2016

Farwest 2016 Marked By Expert Discussions On Green Indu…

Attendance at the 2016 Farwest Show in Portland was up 6% from last year, as visitors sought to learn more about emergent market opportunities.

Read More
Workers at Golden State Bulb Growers clean Calla tubers and select the best quality bulbs, placing them on conveyors to be graded, counted and sorted in the new system

September 13, 2016

Newly Signed California Law Expands Overtime To Farmwor…

The new law, which will be phased in beginning in 2019, is the first of its kind in the nation to end the 80-year-old practice of applying separate labor rules to agricultural laborers.

Read More
RISE New Governing Board 2016

September 11, 2016

RISE Appoints New Leadership, Hands Out Awards During 2…

“Our members’ enthusiasm is high, and we had great engagement as we work together to set objectives for 2017 and beyond,” said Aaron Hobbs, RISE President. “Our work ensures a vibrant future for our industry, so we can continue to deliver cutting-edge solutions to solve people’s pest and plant health problems.”

Read More
Workers at The Farm at Green Village

September 10, 2016

Now Is The Best Time To Demand Federal H-2B Program Sup…

Congress is expected to pass a continuing resolution spending bill in the near future, and whether or not that measure includes an H-2B returning worker exemption could impact your labor supply for 2017.

Read More
Cavicchio Greenhouses

September 6, 2016

Cavicchio Greenhouses Wins Inaugural Sustainability Awa…

The Sudbury, MA, growing operation sustains more than 250 acres of annuals, perennials, and nursery stock, with a number of practices to mitigate its impact on the environment.

Read More
Charlie Hall Feature Image

September 6, 2016

10 Insights From Charlie Hall’s Green Industry Economic…

With the uncertain current economic climate, Texas A&M economist Charlie Hall says now may be the perfect time to invest — as long as you do it smartly.

Read More
Increased customer demand led Good Harvest Farms to add hydroponic lettuce in 2000

September 3, 2016

Are You A Leafy Greens Grower? If So, Take This Survey!

A team of researchers from several universities is looking for feedback from leafy greens and herb growers.

Read More
Michigan State University Employee Handbook

September 2, 2016

Why You Might Need An Employee Handbook For Your Greenh…

Employee handbooks are not just for big greenhouse operations that employ large numbers of workers. According to a Michigan State University expert, they are an important human resources management tool that all growers should have.

Read More
Griffin Onliant Logo

August 30, 2016

Griffin Launches New Digital Greenhouse Ordering System

Onliant, which replaces Griffin’s previous e-commerce sites, provides growers and retailers with a new platform to source plants, hard goods, equipment, and retail inputs.

Read More
[gravityform id="35" title="false" description="false"]