Facebook Business Pages: To Pay Or Not To Pay?

Have you noticed you haven’t been seeing too many of your ‘liked’ pages on your Facebook news feed lately? And, if you run a Facebook business page, your posts haven’t been getting much attention? There’s a reason for that.

Recent studies of Facebook feeds have found that page reach has significantly dropped over the past year. In October 2013, a company’s posts would reach 12% of their followers. Throughout 2014 this number has halved and is now sitting at 6%, and is expected to drop to as low as 1% in future.

So if your business has 5000 followers, that’s fantastic! But when it’s only those 6% – 300 people – seeing your posts, it may be an issue.

Especially when you take into account the fact that the average Facebook fan is worth $174 to a brand. But you can’t put a number on loyal customers who are consistently engaged with your brand; that’s priceless.

Facebook has copped a lot of backlash for this. Reducing how many times a post is shared to followers’ news feeds to make businesses pay for more visibility isn’t the most subtle of tactics, but the good news is there is a way around it.

What can you do?

As a consumer, if you want to see more of your liked pages, go to the page you would like to see more of. Click the “liked” button and select “get notifications” and make sure that the “following” button is also selected.

This will make sure you get notified every time a post is made. Keep in mind that if you also like, share, and comment on the posts you love, Facebook algorithms will recognise the popularity of the page and show it on more of your friends’ newsfeeds.

If you’re a business and want your posts to be seen but don’t want to go down the paid route, shareability is key.

According to a Facebook software engineer, the best way to spread posts is to get plenty of organic likes, shares, and comments, rather than paying for non-organic boosts. Create interesting posts your fans will want to see and share with their friends. A quirky video? Great. Some original content? Even better. But make sure whatever you post is relevant and won’t be seen as “spamming” your followers.

An average Facebook feed has over 1500 posts on it per day, which Facebook cuts down to 300. Break through the clutter and make your page known.

We’ll be making a post soon on what makes a great Facebook post, so keep an eye out for that on the blog soon.

Leave us a comment and let us know what you do to promote your page and what you think makes a great Facebook post. Be sure to also contact us here at Studio Culture if you need some expert help with your social media.

Joe Fox is Studio Culture’s Business and Development Director.

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