To start there’s a distinction between Facebook advertising & Facebook marketing!
Facebook advertising is simply displaying ads on the social network, it’s exactly like displaying ads anywhere else, with the exception, it’s a bit more targeted.
Facebook marketing is a bit different, it’s kind of a discussion, it’s a category of marketing where you interact with your fans and build your Brand.
But unfortunately, Facebook marketing is Dead and buried, and here’s why:
1- You pay for likes then you’ll need to pay to reach the people that liked you:
Facebook pages reach have been recently decreased to 5% and less, with plans to reduce it to only 1% of total fans!
It’s obvious that Facebook do not understand the difference between Marketing and advertising, advertising should lead to direct sales and direct actions (ex: liking a page, buying a product, subscribing to a service, joining a website), Facebook Marketing is ideally doing PR for your brand, with your fans inorder to increase revenue, but it’s not a direct action!
There’s no reason in the world any brand or company would like to pay to market instead of paying to advertise, that means that companies will pay to promote their status only when there’s an action that it’s expected, in other words it will become advertising! People do not like advertising so expect to lose fans with each promoted status you post.
Furthermore, pages paid a lot to buy the likes (even-though there’s a way to buy Facebook likes cheaper)
2- You can no longer ask people to interact with your post: share, like them or even comment!
The main way to discover a facebook page was through friend’s comments, likes, shares etc … Pages asked fans to boost the reach by asking them to interact with the post, many pages asked fans for comments as a sort of feedback. But that’s about to change because Facebook is planing to reduce the reach of what it call Like-baiting posts, because it wants to make pages helpless and have no choice but to pay Facebook when they want to reach more people!
3- Repeated content will reach even less people!
You want to share a great speech with your fans, a great quote, etc … Facebook has tweaked its News Feed algorithm to de-emphasize this type of content. According to the company’s early testing, this change causes people to hide 10 percent fewer stories from Pages.
So basically this will get even lesser reach than an original post, so if an original will get 1% reach of your fans, this might get you between 0.1 to 0.5% … Ridiculous!
Furthermore repeating your posts to reach more people is considered repeated content.
4- Linking to off Facebook content will decrease your page reach!
If you have previously posted off site link from a facebook page, you would know that it reaches less people than a standard post , but now it seams there’s a specific targeting towards sites frequently posted ( AKA the page’s website), FB is calling spammy links stories that use “inaccurate language or formatting to try and trick people into clicking through to a website that contains only ads or a combination of frequently circulated content and ads.” But Facebook will not click to verify these links instead it will be measuring how frequently users who visit a link choose to like the original post or share that post with their friends. Taken in consideration that FB users prefer to consume media on site instead of leaving the site, that makes every single site as a target to this arbitrary measure! These spammy links will see a huge reduce in reach, that means expect to get much less than the 1% reach you are counting on!
5- Facebook loss in virality : Pages and games no longer go viral!Pages no longer grow without paying, in fact it’s quite the opposite, Pages lose fans daily, and everytime any content is posted more fans are lost and are not replaced by new ones because the interaction between the fans and the page content are no longer showing up as they used to, you might ask why, but the answer is clear FB wants to milk pages out of money!
To understand the viral reach change, we reached out to a viral marketing company that explained to us that what made facebook hot was it’s virality and that’s why the brands flocked to it, and in doing so they amplified the social network reach.