Facebook has announced that from January 2015 it will show less promotional posts in people’s feeds. Less promotional posts that business put on for free that is. So, if you’re a small business you will have even less of a return by promoting your products or services via Facebook – unless you take paid adverts with them.
Facebook has said that there are three different types of promotional posts that will take a hit and feature lower down or not at all on your feed:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
For some time now, I have banged on that Facebook is simply a time and money vampire for small businesses and this new announcement by Facebook means that businesses putting time and effort in to their Facebook feeds will receive even less exposure – unless they want to pay Facebook for advertising that is, which is as intrusive as paid advertising can be.
You can see the announcement here. As a digital agency in Glasgow, we understand that social media marketing does have it’s place in online marketing, but we’ve always been sceptical, certainly surprised and astonished, at the amount of time and effort we see businesses put in to their Facebook pages for, well, very little return. We’ve seen industrial boiler manufacturers spending between eight and ten hours per week, as well as building trade clients spending six to seven hours a week without any return once we analysed their traffic and conversions. Who buys a boiler via Facebook? We’re not saying Facebook doesn’t help by adding complementary sales or has its use in converting traffic to sales, or people expect businesses to have a business Page, but we’ve yet to see any business we’ve come across make serious money by Facebook traffic.
As an expert online marketing company, our efforts are concentrated on the search engines primarily as we know social media is for talking to friends and family (Facebook) and for businesses to communicate with other businesses (Twitter), and it seems that this latest announcement means Facebook will be less of a marketing channel than it has ever been for small businesses.
Remember, every minute you spend on Facebook for business is a minute less spent on getting your website rankings higher and delivering real, qualified traffic to your website.