This past week, I've noticed that our Facebook posts were getting about 20% less reach that they usually get.
Through doing some research, I stumbled on an article from AdAge where Facebook openly states that business Facebook page owners should expect their organic reach to continue to decline over time… and the best way to get your stuff seen by your fans is to pay for your posts to reach them.
Here's why I personally have a problem paying Facebook for reach:
If you’re like us, you share a lot of great content free of charge, and your fans like your page for this very reason - they want this great, informative content your provide.
However, Facebook wants everyone to pay to reach their fans. That’s 100% okay when you’re selling something, but when you’re just giving away free, valuable content and information, you'd agree with me that it does not make financial sense. And since it doesn’t make financial sense to pay to promote content you give away for free, this means your fans won’t receive the content they want (as they've demonstrated by liking your page).
So in a nutshell: your fans will only see what you pay to promote and you’ll only pay to promote sales pitches.
This is bad for you and your salon Facebook fans.
I’m certainly not going to tell Facebook how to run their business because it’s THEIR business.
But, there is something that YOU can do if you’re a Beauty salon owner who relies on your Facebook page to support your business.
Firstly, it's important to understand that your Salon Facebook Fans don't know this:
When your fans LIKE your salon page, they don’t realize what goes on behind the scenes. They might like your page because they want the wonderful skin & beauty tips you offer, but they don’t realize is that Facebook wants you to pay to give them the content they want.
So, what can you do? TELL YOUR FANS.
There's no point complaining about Facebook and the changes they're making. This is Facebook and they’re allowed to do whatever they want, whenever they want.
What you can (and should) do, is let your fans know what’s happening, and then invite them to sign up for your clinic or spa email list. Because if your fans and followers don’t hop on your email list, the only time you’ll reach them is when you’re selling something! And your fans will only see your sales pitches… not your regular great information or tips!
I know what you're thinking...
How should you say this to your fans? You can say something like this:
'According to AdAge, Facebook recently said: “We expect organic distribution of an individual page’s posts to gradually decline over time…” And a Facebook spokesperson said, “the best way to get your stuff seen if you’re a business is to pay for it.” This means you may not receive our posts anymore via the Facebook page because it doesn’t make sense for us to pay Facebook to send you wonderful free beauty & skincare advice. So, if you’d like to BE SURE you don’t miss out on all the great tips and advice we offer, you should hop on our email list.'
Make sure you link to your email opt-in page!
That said, if haven't already signed up for our monthly newsletter and you'd like to stay informed, educated & connected, click here to sign up for our Spa & Beauty Newsletter now.
To be completely blunt and extremely direct (apologies if this sounds harsh and offends someone!), but if you’re not busy building your Salon email database right now, you’re an idiot. The reality is that when a company (as powerful as Facebook) can dictate and control what information your clients see or don't see, you should rely on things you can control. And you can control your email database!
Lastly, just to be clear... this isn’t about complaining about Facebook. Its their website and they can do what they want. It’s about educating our fans so they can make the decision that’s right for them & their businesses.
Keen to learn how to make the most of your Beauty Salon Facebook page? Learn more here.