Facebook’s most recent announcement of reducing sponsored content, now means that you can wave goodbye to copious adverts filling up your newsfeed and say hello to more personal posts. So how does this affect you as an advertiser? Well, its simple really – your followers are probably not seeing your message.
Why The Change?
Let’s go back to the beginning. Facebook’s original aim as a social media platform was to connect people across the globe allowing them to engage and interact with one another online. Fast forward a few updates; you may have noticed in the most recent months that your Facebook feed has turned more into an advertising platform than a place to socialise with your friends and followers. Facebook’s new effort has now been to “de-clutter” newsfeeds, reduce fake news and clickbait and drive more meaningful conversations.
What Does This Mean For Advertisers?
As a result of the overpopulation of advertisements on newsfeeds, most pages are overvaluing their page likes. If you are not engaging with your followers and utilising them as influencers to distribute your content there may be no point in posting to Facebook any more. Think about it this way: 1 million likes are useless on a Facebook page if you’ve only got 100 people interacting and engaging with your content.
Advertisers will most likely soon see more limitations from Facebook further impeding advertisers ability to organically distribute their content.
In an attempt to maintain the previous rate of reach and engagement, advertisers have resorted to spending larger budgets more frequently on boosting their content. However, most advertisers are unaware that Facebook has reduced the amount of advertising available in the Facebook newsfeed.
Because Facebook advertising works on an auction system, (where the highest bidders ads are displayed first) there has been an alarming increase in the cost of advertising in the higher quality inventory. Most advertisers are not aware of this, as their ads are instead displayed on cheaper real-estate on the Facebook family of apps; such as Instagram stories, App networks, in games and the annoying in-stream videos. Often these ads lack context and efficacy.
Is There A Solution For Advertisers?
Bastion & Flowe, a Cape Town based company, has developed a highly effective solution specifically for Facebook content management. Known as the IEMIE™ framework, it caters for any brand that wants to boost advertising budgets with organic content without the fear of overvaluing their page likes and interactions. Case history analysis of companies utilising the IEMIE™ framework shows consistent improvement in organic content distribution through the encouragement of user engagement.
Coupled with IEMIE is Bastion & Flowe’s bespoke Reach Gener8or™ platform which allows brands to offer their followers innovative content that drives engagements, which ultimately turns followers into influencers.