By Princess Jones
For a long time, Facebook pages have been a staple for small businesses trying to connect with their fans. Of all of the social media platforms, Facebook has the most users and the most stability if you’re investing a lot of time and money into social media.
That said, Facebook changes its rules about visibility all of the time. It’s always tweaking the algorithms to make Facebook more palatable for its users. Recently, it announced that it would change user news feeds to show more posts from friends and groups rather than other sources. It also acknowledged that brand pages would receive less visibility with this change.
So if you’re thinking of creating a Facebook page for your business, maybe now is not the time. Here are some alternatives to Facebook pages to consider.
The line between a Facebook group and a Facebook page is pretty thin. Both are free for you to create and manage. But a page is more about broadcasting to an audience of fans and a group is more about a community space for a topic. Groups can also be open, closed, or private. You can add people to your group versus them having to like your page first.
The natural reach is better, too. Most experts agree that Facebook is more likely to show your posts to group members than to page fans. The idea is that groups are more for discussion so users would rather see that in their feed than promotion from a business page.
There’s no official way to convert a Facebook brand page to a Facebook group. You just have to create the group and ask our fans to join it and add everyone they think would be interested to it.
If you want guaranteed visibility on Facebook, you’re going to have to pay for it. Instead of hoping that the elusive algorithm puts you in front of the right eyeballs, consider using Facebook ads.
Facebook provides robust tools to help you manage your design, budget, and audience. You can start with a small budget and test it out over the course of a few days. There’s also an option to split test different versions of an ad. This would help you get a better idea of what works and what doesn’t.
If you already have a business page, that’s great. You’ll need to it to create ads. On the bottom left side of your Facebook feed, click “Create Ad” to get started.
Instagram is a younger, more fast paced platform than Facebook. It also has a better organic reach for brands right now. Brand accounts are still new but there are some decent analytics you can use to measure your marketing efforts. You’ll be able to see who is visiting your profile and when. You can also see how individual posts and ads are performing compared to others.
Just remember that Facebook owns Instagram and some of the changes you’re seeing with Facebook might soon be coming to Instagram. So get in while the getting is good!