Let me explain…
Over the past few years, Facebook has been squeezing the organic reach of content for businesses using the platform. Organic reach means reach of your content that is there by virtue of people who have liked your page. So, for example if 50,000 people liked your page and you write a new post on your page, in the best case scenario, 50,000 people should get to see your post on their timeline ( assuming they don’t share it further ) without you spending a cent. However, this does not fetch Facebook any money. So,since the last few years, facebook has been gradually decreasing the “organic” reach your posts to the the people who like your page. and now only a few percent( I’ve heard that it’s less than 5%, ie less than 250 people ) of the total people who have liked your page will see it. How is it determined, which of those will see is based on a complex facebook algorithm, which we will explore in another post.
Many people in the past focussed heavily on getting likes on their facebook pages , assuming that once someone likes their page, now they have a direct and assured communication channel to them via their pages. As we have seen, this has changed now. Facebook is not a Free marketing channel anymore. If you really want to get anywhere on Facebook, you need to spend money.
However, reaching your fans and targeted audience on facebook is still not that expensive compared to other marketing channels. By spending a small sum of say 20$ , You can reach around 5000 to 8000 of these people. The added engagement that comes from these people sharing your content this will comes for free, decreasing your cost per reach even further.
So,this brings up the question.
“If the content you share is not going to automatically reach the people who have liked your page, What is the Value of a Like ?”
I ask this as I still see that in many people’s marketing strategy, one of the goals is to increase the number of likes for the page. Even if , it requires them to spend money to increase the like, they will do. That thinking needs to change. The value of a page like is decreasing. What matters now is not number of page likes but instead the level of engagement you have with your posts. How many people may like / share / comment on the individual posts is more important than a page like. Why ? Simply because it shows that the message in your post resonated at some level with your audience and this is what you wanted right ? As we will see in another post that this level of engagement also plays a very important role in determining which and how many of Page liked followers get to see your post organically( remember the small percentage( < 5) that still gets to see your post organically ? )
The main takeaway from this is that the value of facebook likes is decreasing. Dont simply focus on getting more like for your page, instead focus on writing and posting great content and see how well people engage with that content.