How everything changed for business and social media with the 2018 Facebook algorithm change.
Back in the glory days, the golden era, the genesis of social media, there was an ease with which we can put out posts and then should we put some money behind it and pay for our posts to be boosted, we would get stellar results. Depending on the industry we could get reach about to 10,000 people for just a few hundred dollars. Then, over the years, Facebook started to change the way it views businesses. Our reach got lower and our advertising prices skyrocketed. Do you know why this is? If we consider that Facebook is just like real estate. When there are lots of lands to be sold and it’s all divided up into house blocks, each block sells for a relatively cheap price. However as the area gets more and more built up, the price of the land goes up. Until, after a few decades, the land becomes so expensive that to join the neighbourhood you are now paying a premium for the location. This is sort of like what’s happened on Facebook. The amount of space that was allocated to advertisers has been chewed up, and as the “land” has been taken, the price has gone up!
In late 2017, Facebook sent out a series of questionnaires to ordinary Facebook users to discover why, for the first time in Facebook history, there was a decrease in engagement on the platform. And do you know what we, the users, told them? We told them, that we are sick of seeing businesses advertise to us, that we wanted to see more of our friends and our family. And Facebook listened… I suppose that’s a good thing.
Whilst I am not 100% of sure of engagement rates have gone up as a result, that was the purpose. Facebook indeed has changed the algorithm in response to the answers that we gave in our surveys. Now there is a less organic reach for businesses on Facebook which means more and more businesses have turned to pay for advertising to get the reach and consequently the same amount of business that they were previously receiving.
So remember what happens when all the land blocks are taken up and built out? The price of the land and the houses goes up. And that’s exactly what has happened on Facebook. You need to use paid advertising more to get the same reach you used to get for free.
So, is it all doom and gloom for small business on Facebook? No, I don’t believe it is. I do believe, however, that small businesses need to be judicious in their use of social media. They need to combine their social media strategy with a good own media strategy… a media that you are the owner of – like your website.
And that’s what we do here at small sites. We help small businesses get their own media by helping them create a website. And we make it really easy.
Get in touch with us to find out how easy it is to convert a Facebook page to a website. Contact us at email@example.com or chat us via our website, we’d love to talk to you.