More Details on Facebook Advertising
How Does Declining Organic Reach Affect Facebook Advertising?
You’ve probably heard of the dreaded decline of Facebook Organic Reach. You’d think it was Armageddon for Digital Marketers.
Realistically, this shift was just an equalizer. Facebook updated their definition of “reach” and simultaneously took advantage of the extreme popularity of using their platform by various brands.
The business model makes perfect sense. Any time you are asking for someone to leave your platform, you are risking that they won’t return. Why would Facebook want people to leave their platform? It’s only natural that Organic Reach is declining in order to maintain Facebook’s popularity as a platform.
Driven largely by Facebook’s popularity, content has been saturating the platform. In an effort to stave back the quantity of links and articles bombarding its users every day, Facebook added a higher price tag to gain reach. This movement encourages content marketers to think twice before writing an article or sharing it on Facebook because it will cost more to be discovered.
How Does the Facebook App Affect Advertising?
The Facebook mobile app complicates Facebook Ads even further. When in a browser, clicking an ad link typically opens in another tab which makes returning to Facebook that much easier. In the app, however, clicking an ad removes the user from the Facebook experience entirely.
And with current attention spans of under 5 seconds, it’s highly unlikely that a user will remember they were browsing Facebook before they clicked away to purchase a dozen pair of earrings during a “flash sale.”
In an effort to curb their outflow of users, Facebook developed their own browser. Now, when a mobile app user clicks into an ad, they are never leaving Facebook.
The down side for digital marketers everywhere is that this can make tracking analytics that much more difficult for your website and any campaigns you are running that include Facebook Advertising. The up side, however, is that Facebook users are having a more seamless experience on Facebook, making their ad experience that much more enjoyable rather than an interruption.
Reasons Why You Would Choose Facebook Ads
We are always on our phones – yes, you too. If you are marketing at the generations born with tech, you need to be in social ads to be relevant. Your target audience is always connected. In the 21st century, you need to meet your target audience where they are – and that’s on social media.
Beyond just hosting your target audience for hours a day, Facebook Ads are geared towards the top of your funnel. Or, more realistically, they’re geared towards people who are not currently in your funnel and could expand the top of your funnel.
In fact, Facebook has mastered the art of the “Lookalike Audience.” Rather than continually building ads geared at your client lists, for example, you can build out a Lookalike Audience. Since Facebook has such strong ties with big data companies, they are able to match people with identical characteristics from those you have already reached.
You’ve probably heard of the “drip methodology” of constantly reminding your leads that you exist. Facebook Ads are another powerful way to remain relevant by occasionally targeting your lead lists and running an ad geared towards getting them to come in to your shop.
If you are looking to grow your audience, expand your brand’s reach, remain top of mind, and improve your brand awareness, then Facebook Advertising is a great solution.
Come back Monday, and we’ll take a look at Google AdWords!