In keeping up with user feedback and the coveted real estate in newsfeeds, Facebook announced this week that “overly promotional” posts will no longer reach fans organically after January 1, 2015.
What Does this Mean for Your Shop?
We have known for some time that the organic reach for business pages was decreasing, so this is not a big surprise. Just like the transition from personal to business pages, many shops were worried that their exposure would suffer when in reality it was just a change in structure. We believe that this new change will create a positive experience for fans and businesses alike. WHY?
“Over the past few years, I have seen a shift in the relationships between brands and their Facebook fans. Successful brands actively share informative content, engage their fans and focus on humanizing their business. After all, Facebook users log on to be informed and entertained. Businesses need to keep this in mind in order to build brand awareness and trust. This new change will weed out spam like businesses and allow more room for those focused on customer service. ” – Shelby Isaacson, SCOOP Director
3 Types of Posts Facebook Finds “Overly Promotional”
- Posts openly pushing product
- Posts pushing fans to enter contests or sweepstakes
- Posts that have the same content as paid ads
What You Need to Do Now…
Think before you post
Posting something without a reason is like showing up to a party with a snack sized bag of chips. There isn’t enough to go around and they have no nutritional value. Before you post that flower arrangement, ask yourself is this entertaining? Does this educate my fans about my business or industry? Would I want to see this post in my newsfeed? If your text and images do not give you a big “YES” to at least one of these questions, your organic reach will be nonexistent .
Pay to promote
Contests and promotions are still going to be an important part of product awareness. Facebook is not going anywhere and retailers need to market where their customers are. Even before this change, SCOOP clients who opted to promote their contests have received more entries and impressions than those that do not. TIP: When paying to promote a contest or product create a custom audience focused on your delivery zone.
We hope this blog takes the confusion out of Facebook’s latest announcement, however if you have specific questions regarding this change please contact our SCOOP department.
Remember: We are a florist helping florists, not just a tech group.