Let’s All Pay to Play
Is Facebook Advertising Worth It?
If you are even slightly aware of the Social Media marketing world, you’re not going to be surprised with what I am about to say.
Let me rephrase that. For business pages on the social media giant, organic reach is harder than ever and companies now have to pay for adverts if they want to engage with their target audience. Even if the proposed target has already “liked” the page, the odds are stacked against them seeing content without a monetary boost behind each post.
What Does That Mean To You?
In reality, an average update is probably being shown to less of your followers than before. Without paying to boost your posts, it’s not going to get a lot of action. But you can rest assured, organic reach is not completely dead.
In some ways, this isn’t much different from how Facebook has always operated. If people start liking and commenting on a post, then Facebook starts showing it to more people. The difference now is that they’ve tightened down the algorithm so it takes a better response to get the organic numbers we all know and love.
Phew. Now that we’ve gotten through that mouthful, let’s get to the point. If SuperBowl commercials stop being free, are we going to stop advertising during the game?
Oh wait. They aren’t free. They never were free. Since the beginning of modern time, advertising with radio, TV, newspaper, etc. has cost money. Advertisers gladly pay the price because it works, making it worth the investment.
Really, the healthy way to look at it is we were lucky Facebook and other Social Media platforms stayed free for as long as they did.
Is It Worth It?
Like any advertising, it’s important to look at your business model and decide if Facebook adverts are good for you. Honestly, it could very easily be the cheapest way to get your product out to the masses. Facebook is flexible and has numerous options when it comes to paying for advertising. They offer both CPC (cost per click) or CPM (cost per thousand impressions) so you can pick what works best.
Both models use a bidding system and the cost depends on what other advertisers are willing to pay for clicks or impressions from the same demographic. Your total cost will depend on a few different variables. If there are a lot of other advertisers aiming towards the same demographics as you, the prices go up and if you’re more niche, advertising becomes a lot cheaper. You set the budget you want to spend to reach the amount of people in the specified demographics you’re targeting.
As with anything, you’ll get what you pay for. Compared to the rest of history, Facebook has unparalleled access to consumers. Why not take advantage of it?