If your small business generated $2,000 a week in sales solely from advertising on Facebook, spending a few extra dollars to boost your posts wouldn’t sound so bad.
Recently I wrote a blog on how Facebook is in the process of decreasing organic advertising to reach only 1 to 2 percent of users, whereas before it was reaching anywhere between 12 and 16 percent of users (see the blog here). This move will force businesses that use Facebook as their main form of advertisement to start paying in order for people to see their posts.
Facebook’s newest development is meant to encourage that new policy. They are now figuring out a way to target the 99 percent of small and mid-sized businesses (25 million to be exact) who have not been educated on the perks of Facebook advertising. Facebook is hoping that reaching out to these businesses will encourage them to boost their popular posts so more people will see them.
Furthermore, Facebook’s small business team has begun reaching out to businesses whose ads are underperforming to help them better utilize the benefits that Facebook advertising has to offer.
Because reaching out to 25 million businesses would be too difficult, Facebook has created a council of 18 members to help them figure out the best way to approach and help the small businesses who use their social media platform. The members of the council are businesses who have found major success through Facebook advertising, similar to the business mentioned above who reaps $2,000 in sales a week just from Facebook.
Jim Donio, president of the Eagle Theatre in Hammonton N.J., is part of the council and thinks it would greatly benefit businesses who don’t quite understand Facebook to learn more about it. “The challenge is how to get businesses to understand the value that’s there, since they weren’t paying for it at all and now they’re going to have to,” Donnio said (adage.com).
Council members are considering setting up Facebook classes for companies similar to theirs to teach them how to increase sales using paid Facebook advertising.
Facebook is becoming more and more of a powerhouse every day. There is no telling what is in store for Facebook’s future, but businesses better be prepared to start paying up, because it looks like the days of free advertising are about to be a thing of the past.