When it comes to marketing on Facebook and Instagram, it’s easy to get lost in a world of constant algorithm updates. For starters, algorithms are behind the mysterious rules that dictate the rules of engagement with your posts, stories, IGTV videos and reels. This is important for any business owner because recent algorithm changes have made it unlikely that your business content will receive the same number of views it previously enjoyed. To combat this change, many businesses shifted to running paid Facebook ad campaigns to promote their brand.
First, some brief algorithm history: In 2018, shortly after Facebook changed its news feed to prioritise posts from friends and family, organic social media growth took a nosedive. This means you’ll see less content from businesses and publishers.
Similarly, Instagram also changed its algorithm in 2021. Today, six key factors influence the algorithm for feed posts: interest, relationship, timeliness, frequency, following and usage. Instagram engagement now comes down to striking a delicate balance between these key factors. There’s also several additional changes to the algorithms behind Stories, the Explore page, IGTV videos and Reels. For a full breakdown on each of these post types and factors, check out this helpful blog post.
So, why should you consider running ads on Facebook in light of these algorithm changes? It’s quite simple. With over 2.7 billion people active on Facebook in 2021, the platform continues to dominate with the largest and most engaged user-base. This works in your favour because your target audience is only one ad click away from learning about your product or service.
You’re probably thinking that advertising is out of your budget. But don’t despair, we’ve got some good news. Even a small budget will work to achieve your marketing goals. This is because Facebook’s cost-per-click is cheaper than other advertising platforms. While clicks don’t necessarily translate into conversions or revenue, the power of a small budget goes a long way on Facebook.
Facebook Ads is uniquely powerful, even with a small budget, because it provides precise tools to target an audience by location, age, interests, user behavior, and demographics. It also offers a ‘custom audience’ utility which enables re-targeting members of your audience who’ve previously interacted with your business. Additionally, Facebook provides the option to run a photo or video ad, enhancing the ad’s creative factor.
Diving into the world of paid ads starts with creating an ad campaign on Facebook Ads. And since Instagram is owned by Facebook, both social networks are integrated in one place, making social media management even more convenient. For example, a Facebook ad can easily run on Instagram at the same time.
Once you’ve set your ad’s schedule and total spent, it’s important to track and test the ad’s performance. For example, if you’re interested in conversions or sales, Facebook allows you to view the number of users who’ve clicked the ad, and other metrics such as the number of sales per click.
It’s easy to get bogged down in the details of it all! But not only is social media advertising a powerful tool to promote your business, it’s also a gateway to a rewarding marketing campaign and ultimately, brand awareness and other important metrics, such as sales.
Remember that an effective social media management strategy can separate your business from the competition. It’s clear that even with a small budget, any small business is able to capitalise on Facebook Ads. With effective and powerful social media management, the growth opportunities are truly limitless.
If you’d like to get ahead of these recent changes, please reach out to us or drop us a DM.