If Facebook Is Dead, Why Are Many Brands Doing So Awesome?
Since late 2013, it’s been constantly reported that Facebook organic reach is dead. Marketers have thrown up their arms and declared the social network a waste of time and cursed Facebook for trying to charge them to reach their audience (something every other form of advertising does). With so many insisting that the site has killed things for anyone outside of those that will pay-to-play, why are so many big brands seeing such success? What’s happening? Have a look.
On The Up & Up
The recent Facebook 2015 Industry Report by Simply Measured, which tracks the Interbrand 100, found that the top global brands actually saw a 43.5% increase in Facebook engagement in the last year. Even despite having decreased the number of posts they’re making by 5%, in the last 3 months compared to the same months in 2014, they’re still up almost 50% on last year. It would seem those crying over Facebook’s death may want to cry over their own inabilities rather than that of Facebook to engage an audience.
So Why Are So Many Down?
With reach down for most across the board, how are big brands being so successful? They simply didn’t give up like so many others and learned to post smarter. While brands have cut the number of posts to Facebook by 12% since the fourth quarter of 2014, the increase in engagement is a sign that they’ve found a way to post what people want to see rather than stuffing their own self-serving content down their followers throats as most marketers tend to do.
With the changes to the Facebook timeline, most simply assumed their content didn’t work anymore and went to concentrate their efforts elsewhere. What they didn’t realize is that their content never was what their followers wanted to see. The only reason they saw a decent return on it previously was because Facebook helped to force it on their following. With the current changes to the timeline, users are seeing more of the things they really care about instead. If your strong-arm marketing message isn’t one of them, don’t be surprised you’ve seen diminished reach.
How Can You Be Seen Again?
Getting reach to return is simple. Post stuff your audience actually wants to see. How do you know what that is? While the answer is something your should know with certainty by now, if you don’t, it’s time to test. Try different types of content. Switch up the messaging. Examine who your audience really is (not just who you think they are) to see what they really like. Identify things that are working best and then modify them to see if you can improve results even further.
News Of Its Death Are Greatly Exaggerated
It’s pretty clear that those screaming that the end has come for Facebook simply don’t know what they’re talking about. Those that have invested in finding the type of stuff their audiences really want to engage with are continuing to see better and better numbers as engagement levels climb.
Facebook is far from dead and the data shows it. Like the big brands that are rocking it, now is the time to invest in finding what works for you. Be willing to see that the things you think your audience wants may not be what they’re really looking to see, and take the time to find out what they’re searching for. Your Facebook success doesn’t have to be part of a bygone era. With a bit of work, you can be seeing great returns like the big guys.
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