Is Facebook making a comeback?
Huge Reach Increases - Cheap Ad Rates
Did you know you can mass-invite people to like your page on Facebook?
More on that later…
⏪ Rewind to 2020…
Facebook & Instagram Fall Off…
TikTok was reeling with excitement during the pandy (I coined that term 😉) and was destroying Instagram’s engagement and making Facebook a thing of the past.
It seems all brands were jumping ship and going all in on TikTok.
I didn’t want to go to TikTok. While I see the appeal to the masses, I think it’s a challenging platform for most marketing initiatives.
I did the right thing and reserved my brands’ names on TikTok, but I stuck with Instagram.
About six months ago…
I stopped pushing Instagram for about two months. Instead of posting 2-3 times daily for one brand, I posted 2-3 weekly!
But why did you stop?
I was spending too much time scheduling Instagram posts that weren’t driving traffic to my site.
Despite having over 86,000 followers, my brand’s Instagram failed to get people to my site. So instead, I focused my attention on SEO - which is currently killing it.
Then things started happening on Facebook…
I occasionally trial ad campaigns on Facebook (I suggest you do, too!) to see where CPC rates are and test new headlines.
During the winter months (the off-season for my site), the Facebook engagement on my ads started to blow up and give a great CPC rate of around $0.04.
When I began to see that the cost per click was very reasonable, I turned up the dial on posting organically again on Facebook, and it ramped up reach and engagement while paired with the ads.
While this is all happening, I’m continuing to push more SEO initiatives to grow the site organically. Still, Facebook posts and ads continue to drive social reach at a fraction of the cost compared to other platforms like Instagram and TikTok.
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