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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While my focus was working on the website, I was seeing some massive increases on the Facebook traffic side of things, despite only have 1,500+ followers compared to over 86,000 on Instagram.
🤫 There have been whispers…
…that Instagram is beginning to open up the levers on more organic reach again for brands - including with photo posts! This news broke in the last few weeks, and so far, I have seen a significant increase in engagement on photo posts.
Why is Instagram making a comeback?
After the head of Instagram, Adam Mosseri mentioned adjusting the algorithm for more reach on photo posts; he admitted that they might have favored Reels too much in feed suggestions in the last couple of years. He wasn’t reading the room for the last 2.5 years. 🙄
What Can We Conclude?
While this is all speculation, I believe that Facebook and Instagram realize that they need to open up the “organic gates” again for brands to earn their trust. That trust will lead to more paid ads on their platforms so they can continue building on their social network.
So while Facebook and Instagram decide to play nice with the brands, I’ll continue paying pennies for clicks and engagement on social media.
Invite New, Engaging People To “LIKE” Your Page
This is a simple and effective way to grab new “likes” for your page and earn the right to appear in people’s feeds more organically.
If you combine this strategy with running ads on Facebook, you can continue to grow your page with the new engaging accounts you are reaching with ads.
↓ Watch The Full Video To See Where
PRO TIP: How To Invite People To Your Facebook Page - Watch Video
Head to your Meta Business Suite home page for your brand.
Scroll down about 80% of the page and find “Grow your audience”
Find the button that says “Send invites”
Then select the reactions you want to invite (I suggest avoiding negative ones) and then click “Send invites”
I hope you liked this tip and found it helpful. I try to do this every week for my brand accounts to continue to reach more people organically.
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