7.5 MILLION! That’s how many followers Lipton Tea has for their Facebook page, yet their most recent post (31st May 2019) received 13 likes and 9 comments.
That’s about 0.0002% of their followers, and Lipton is not alone here. Coca Cola has 107 million followers and their last post (11 May 2019) received 169 likes. Texas HoldEm Poker with 65million followers and received 379 likes (7th August). Is Facebook working for your business?
Now there could be a variety of reasons for this, including the posts from these companies were just incredibly bad and not at all engaging, but my real reason for mentioning these statistics is to start business owners thinking about how good a return on investment (time and/or money) is Facebook providing for them. If you have a page with only 5,000 followers, or 500, or 50, imagine how few likes you could receive if it is a similar ratio as these big players. Is it really worth your time and effort?
There are some other reasons that may also help explain why Facebook posts are not receiving huge amounts of engagement, and that is the changes Facebook themselves have made to the platform. It is no secret that Facebook have made changes to the algorithms that determine how Facebook’s Newsfeed works, and many of these changes have been made to reduce how many people actually see the posts of others. In general, businesses have experienced dramatic declines in Facebook engagement over the past year or so, with many followers not seeing their posts at all, and signs are that this will only get worse.
In April 2019, Facebook’s CEO Mark Zuckerberg (now famously) declared “The future is private”. He also made statements to the effect that at some stage “communities” and “groups” will be as important to Facebook and its users as friends and family are now. Reading between the lines the indications are that the Facebook Newsfeed is dying and that community-centric features of Facebook, like Facebook Groups, are where Facebook is wanting to channel its users.
The next raft of Facebook updates are set to occur later this year (2019), and exactly what changes will come of this is not yet known.
What we do know is that the days of creating a Business Page on Facebook, sharing content for free via the Facebook Newsfeed, and receiving a lot of visibility and engagement is gone, and the main reason I am writing any of this is that we still have business owners who want to increase sales in their business, and believe a Facebook page is the answer.
Concurrently, paid Facebook advertising is getting more and more expensive, and I even heard a prediction that in two years the only companies who will be able to afford to advertise on Facebook will be from the top tier.
So what is the answer? More on that next Thursday.
Is Facebook working for your business?
Is Facebook working for your business? What is your own experience with Facebook? Are you seeing declining engagement? Are you thriving? We’d love to know how our local community is faring so drop us a comment below.
..and if you want to talk more about this then don’t hesitate to contact Michael Douglass, our Digital Advisor at the BEC, or read more about our Digital Solutions program which provides every business 4 hours of digital coaching here.