In latest years, Facebook has become a common advertising channel in addition to traditional forms such as television, radio, and printing. With over 1 billion active customers and 50% of those customers logging into their accounts on a daily basis, it is a significant communication platform for companies to use and optimize to promote their brand and drive traffic to their websites.
There are three frequently used strategies for increasing Facebook’s publicity reach:
- Improving the efficiency of posts accomplished by changing posts duration and timing to affect the amount of likes and remarks received. This will assist the post reach more Facebook users and eventually increase its reach.
- Increasing network size, accomplished through user behavior analysis to determine how often to post and what kind of content to post.
- Buying more reach by paying for a post on Facebook.
Organic approaches are improving efficiency and increasing network size, while buying more reach is a paid approach that requires no further action.
Before considering a paid strategy, most companies will try an “organic” strategy to gain important follow-up. Because Facebook needs a login, government messages are essential to guarantee that they reach the widest possible crowd. Posts strongly shared and interacted by users are presented at the top of newsfeeds as’ highlighted posts.’ The posts need to be engaging, exciting, or helpful in order to attain this status.
This can be accomplished by being spontaneous, asking questions, addressing current events and problems, and optimizing keywords and hashtags. The more commitment a post gets, the more it will spread and the more probably it will be in search outcomes at first.
The cross-linking of distinct social platforms is another organic approach to Facebook optimization.
By posting connections to websites or social media sites in the’ about’ profile section, traffic can be directed and search engine optimization can eventually be increased. The sharing of connections to appropriate videos and blog posts is another alternative.
Facebook Connect is a feature that was introduced in 2008 to enable Facebook users to sign up to various websites, join contests, and access exclusive promotions by logging in to their current Facebook account information. This is beneficial for users as they don’t need to build a fresh login whenever they want to sign up for a website, but it also benefits companies as Facebook users are more likely to share their content. The two are often interlinked, where a customer has to like or share certain stuff on their private profile or invite several friends to like a page in order to access components of a website.
This may result in a higher stream of traffic to a website as it reaches a wider audience. By choosing a paid strategy to SMO, businesses have more possibilities to achieve their target markets. When Facebook users develop an account, they are encouraged to fill in their personal details such as gender, age, place, education, current and former employers, religious and political opinions, interests, and private preferences such as tastes for film and music. Facebook then requires this data and enables advertisers to use it to determine how they will be interested in their product to best market themselves to customers they understand. This can be called micro-targeting as well.
If a user clicks on a page-like link, it will appear on their newsfeed and profile.
This then feeds back into the optimization of organic social media as user friends see this and are encouraged to click on the site itself. Despite purchasing mass reach from advertisers, they attract a client base with real interest in their product. After establishing a client base through a paid strategy, companies often run promotions and contests to attract more organic supporters.
Also important is the amount of companies that use Facebook to advertise.
There are currently 3 million companies advertising on Facebook. This makes Facebook the biggest social media advertising platform in the world. The quantity of cash that leads companies spend on Facebook advertising alone is also important. Procter & Gamble spends $60 million annually on ads on Facebook. Other advertisers on Facebook include Microsoft, with an annual expenditure of £ 35 million, Amazon, Nestle and American Express, all exceeding £ 25 million annually.
In addition, the amount of advertising for tiny companies on Facebook is relevant. Over the years to come, this number has risen quickly and shows how significant social media advertising is. At present, 70% of the tiny companies in the UK are using Facebook ads. This is a large amount of advertisers. Nearly half of the tiny companies in the world use some kind of social media marketing product. This shows the effect on the present digital marketing age that social media has had.