Facebook posts still resonate despite more organic competition
Facebook remains the world’s biggest social network and is therefore a popular choice for social media marketing campaigns. But, some brands are finding it harder to make themselves heard.
At the start of last year, a study by Ogilvy revealed that a brand’s Facebook posts are likely to reach only around two per cent of its fans, while Forrester research found that only 0.07 per cent of a brand’s Facebook fans will engage with each of its post.
Facebook has blamed the decrease in organic reach on an increase in competition, but many businesses and marketers suspect that the social giant is looking to steer a bigger share of budgets towards its paid advertising products.
Read Rob’s guide to the link between social media and search
But while organic cut-through might be getting more difficult to achieve, those Facebook users who do interact with brand posts are influenced by what they see, according to a study.
Researchers at Michigan University in the US wanted to test out the impact alcohol-related posts on Facebook have on consumers, so they created three Facebook pages, one with posts that promote alcohol, another that was against drinking, and the last one had nothing to do with alcohol at all.[pullQuote position=”right”]A brand’s Facebook posts reach only 2% of its fans and only 0.07% of a brand’s fans will interact with each of its posts.[/pullQuote]
Surveying over 400 participants, the researchers found people who interacted with the page promoting alcohol by liking, sharing or commenting on a post were more likely to intend to consume alcohol.
More importantly, if the post had a high amount of activity on it, the participants had a greater chance of interacting with it.
“What we found is if people actually feel so engaged with that message and want to do something about it – like, share or comment – that it makes the likelihood of them thinking about drinking even greater,” said Saleem Alhabash, an assistant professor of advertising and public relations who headed the study.
While intention alone may seem like an empty prize, Anna McAlister, an assistant professor of advertising and public relations and a team member, said: “Intention is the single strongest predictor of actual behavior.”
Facebook may not be as fruitful as it once was, but this research proves your posts do have an impact on those who see them, therefore it is still worth your time to include the platform in your content marketing strategy.
The big challenge for content marketers is to create the kind of Facebook content that really resonates with a brand’s target audience.
As the battle for organic Facebook traffic intensifies, content that users not only want to consume, but also like and share, can help brands buck the trend.
It is also important to boost high-value Facebook posts by promoting them on your blog or other social platforms and using Facebook’s paid advertising to get them in front of more of the right people.
Posted by Dylan Brown