Facebook organic reach is dead, let’s get that out the way first and foremost. Organic content certainly has a role to play but not in isolation, Facebook’s advertising tool has been crucial to successful online marketing for years and that importance is only going to continue growing into 2019.
To go a step further, even when organic reach was alive and kicking (pre 2016), it can’t be disputed that paid ads has always been the most effective method of achieving cut-through with your target customer on any budget. The only difference now is Facebook has backed nearly every brand/page into a corner whereby advertising is their only option.
Facebook’s advertising options allow you to effectively speak to the audience that matters most to you and influence them to interact with your business in the way you’d like whether that be engagement, website views, product purchases etc. What’s more is that for the moment at least, it comes at an incredibly reasonable price point.
Typically from campaigns I have worked on for brands both big and small, you can expect to pay less than £0.50 per engagement or website click as a broad example. That’s a price point not to be sniffed at. To pay such a low cost in order to speak to such a highly targeted audience in 2018 is an opportunity that brands should be utilising more often.
Even when organic reach still worked, you still had to work incredibly hard to ensure your content reached the right customer at the right moment. Quite simply, once you’ve segmented your audience, Facebook can do the hard work for you and ensure the audience that matters most to your audience sees it.
The choice is quite clear now, embrace the power of Facebook and Instagram ads (the dark side) or be left behind and eventually, out priced too.
This isn’t a sales pitch by the way although I can understand why it might read that way. I just passionately believe in utilising the best tools at your disposal to reach your audience effectively and timely. Why make social media marketing unnecessarily arduous and convoluted if it doesn’t need to be?
Time is of the essence. I strongly believe that by 2020 the price point for the ad objectives will prove too much for smaller brands. While Facebook continues to persuade larger companies to shift more of their budget towards its own advertising platform, the success of this will prove detrimental to the accessibility it offers to smaller brands.