Here is the shocking truth, only about 11-17% of your Facebook Page fans will see the content you publish. Why? Because Facebook deliberately restricts sharing of your content for two main reasons:
- So commercial messages are limited to personal profiles.
- So businesses pay to promote their content to more people.
The latter is probably the top reason, after all, Facebook is a business and it needs to generate revenue. They are only looking out for themselves in some respect.
Your content might have been seen by 1,000 people last week, but if you had any shares, likes or comments on your content, then you’ve lost control on whether those views are by the right person.
Imagine this, you sell cakes in Colchester, and you publish on Facebook a picture of a beautiful chocolate cake you baked. It looks delicious and so someone in Colchester, a page fan, shares it. That will generate a larger reach. When someone likes, shares or comments on any content, it gets shared with 11-17% of their friends.
The problem is, your fan is a first-year student at the University of Essex, and they’re originally from Glasgow. The chances are that most of their friends and family are from Glasgow. So, they might have helped you get 50 additional views, but many of these views are irrelevant to your business.
This is why you’ve got to use Facebook Adverts.
The challenge is making Facebook Adverts worth your while. There are several types of adverts you can use, these include promoting:
- Your Business Page
- Your brand’s website
- One piece of content (video, image, text, etc.)
Each one of these has its benefits, but can also be limiting. For instance, you can promote your latest post, but if someone doesn’t like your page at the same time as the content, then future content won’t be seen by them. When it can take several interactions to convert one lead to a customer, the initial investment is pointless.
Therefore, it is highly recommended that you promote the Business Page before any piece of content. This has three benefits.
Firstly, it raises awareness of your brand. The more times each person sees your brand the more curious they will get. Secondly, everyone who likes your page could possibly see future content. Thirdly, a higher number of likes on your Facebook page will improve your brand’s ranking on Google and other search engines.
Therefore, the value of a promoting your page is much higher than promoting a single piece of content.
The key to Facebook marketing is not entirely in the message. While a good image and snazzy text will win you likes, if you are placing these ads in front of the wrong people, then you aren’t spending wisely.
Therefore, you need to learn to target your adverts.
The trouble is so many businesses don’t think about targeting. I’ve seen care agencies based in Essex advertise to the whole country. They were shocked to learn that people from Belfast and Edinburgh had liked their page.
To identify who you should be targeting there are three tools you can use.
Who are you talking to regularly? Look at these individuals and ascertain age, gender, location, and interests. This will give you all the information you need to start creating a core audience profile.
Google collects information on the people using your website. They can provide you with information on where people are based, gender, age, and interests. You must enable the reports first before using this – but the wealth of information here is amazing.
If you are using YouTube for videos, you can see the demographics of your audience. This is broken down into gender, age, and location.
Be careful with which statistics you use on YouTube and stick to ‘watch’ statistics. ‘Views’ count as anyone who has started a video, while ‘watch’ is the total time watched. You might find that more men have viewed your videos, but women have watched more of those videos. You’ll want to target women in this case as they are showing more interest in your content.
Once you’ve got these statistics look for those who are more interested in your business and target a specific demographic. For example, look at the statistics below from YouTube:
Looking at these results, there are several conclusions to make:
- Most of the audience live in the USA or UK.
- Female audiences are generally more interested in the content.
- Female audiences are interested between the age of 18 and 44.
- Male audiences are more interested between the ages of 25 and 54 with a significant audience between 25 and 34.
This information is critical. We can build a profile of who the main audience is. In this example, I would say there are two target audiences: a female audience between 18 and 34 living in the UK or USA, and a male audience between 25 and 34 living in the UK or USA.
While 20% of the female audience is between 34 and 44, after this age bracket, there is a rapid decline indicating a loss of interest related to the brand. You need to grab the attention of the audience as they are gaining interest not losing it, so I would recommend ignoring this age bracket.
The male audience shows a different behaviour. They aren’t interested before 25, and while there is a sharp drop between 34 and 35, it remains relatively stable for 20 years after that.
As for interests, you would need to look at your business and consider what interests are related. For instance, if you are a baker: cooking, picnics, baking, event planning, etc. might be good choices. It’s about looking at your business and determining the best interests to match.
For this example, I would use two adverts, one targeting each identified audience, and split the budget between them 60:40, female:male. This doesn’t mean the new page likes will be split to this ratio precisely as audience reactions to adverts can be unpredictable.
You should think about gender usage of social media. There is a larger female audience on Facebook, and they tend to use social media to keep in contact with friends, family, and brands. But they can be slow to like new brands. Therefore, they might need to see your brand several times before committing which will raise the cost per like for the female audience.
Alternatively, there is a smaller audience of males on Facebook, but they like to collect information and expand their networks with new people/brands. Therefore, the cost per like for the male audience might be lower. But it does depend on your Facebook Advert and if it is designed for the audience.
All these experiences suggest that any promotion you do for a page should be split into at least two advert groups: a male and female group specifically targeting the ages most interested in your product and each with their own unique advert.
Have you tried using Facebook adverts? Do you struggle with their implementation?