At the risk of sounding old – back in the day, Facebook was a very different place for marketers. Posts had a better chance of reaching the right people organically without boosts. Sure, advertising was still around, but it wasn’t the life force of the platform. Now, it seems like selecting the right avenue in the Ads Manager is almost as important as writing the content itself.
Advertising has become an essential element to Facebook marketing. At the center of this issue is updated algorithms. As you might have noticed, what appears in your timeline is what Facebook thinks you want to see the most, not necessarily what is most recent. Yes, the option of changing the feed results is available, but not many people know or bother with it. The pages you visit the most, the people you converse with often, and topics you like alter your results. This can be good and bad for consumers, but it’s a challenge for marketers, especially those who are just starting out with Facebook.
While advertising’s grasp is hard to escape, marketers can ensure that their content is willing to do some heavy lifting. Appealing visuals, popular hashtags, and interesting news articles can help fight back. In the end, though, Facebook’s infrastructure leaves little choice to marketers. Even if it’s only a few dollars, companies will have to to pay something.
There is a good side to this. Once you decide that advertising is necessary, your page will benefit. It’s not a scam. Your marketing team will be happy with what Facebook does for your content. Once Mark Zuckerberg’s people have a bit of dough, they will take care of you. Not only will your numbers be what organic reach used to be able to do, but you will also have a unique advantage. We see advertising’s growth for various reasons, yet the most significant is that the platforms understand that businesses are thriving due to their social media efforts. With literally billions of people watching, it’s easy to make an impact. For it to keep being easy, they need a little bit of payment.
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