Two Ways To Get Around Facebook Zero With Free Advertising
9 March 2018
Facebook Zero is making it harder for pages to reach their audiences, but there are still ways to get exposure for your brand on Facebook without paying for ads - which is well worth it given the huge and growing numbers of Facebook users.
Facebook's newsfeed is busier than ever, and recent changes to its algorithm (known as Facebook Zero) make it harder for your pages to reach their audiences without paying for ads or lifting your content quality. But there are still ways to get FREE exposure for your products or services on Facebook.
How many times have you been sucked into Facebook's newsfeed when all you wanted to do was to wish your friend a happy birthday? Facebook's powerful algorithm weeds out traffic to give users the best possible content, so they stay engrossed in Facebook for as long as possible. If you're anything like me, you're sucked in on a daily basis, spending much longer than you planned in its newsfeed.
New algorithm 'Facebook Zero' introduced in Feb 2018
Facebook's algorithm changed in Jan 2018 with the introduction of 'Facebook Zero' - designed to help people connect with those who matter most to them without being interrupted by posts from pages.
Since Facebook Zero, it has become even harder for pages to reach their audiences through organic reach, and pages are being forced to consider other methods including Facebook advertising and publishing content that is more worthy of being liked and shared.
1. Facebook Events
Facebook has recently polished up its event pages, making them easier to set up, manage and share.
Events now easier to set up as repeats
For example, it recently it became possible to set up repeat events on Facebook which saves a huge amount of time for yoga studios, fitness gyms and others with many classes (events) on repeat timetables.
Setting up your timetable of events or classes on Facebook events means users don't need to go to your website to check your timetable - they can easily check it while staying in Facebook - which is a bonus, as you run less risk of losing that visitor.
This is if they have to go to your website to check your timetable, there's a chance they will get waylaid or 'lost' on the way, as it may take a long time for your timetable page to load on your website, or they may not want to leave Facebook as they want to keep browsing.
Co-host events with other pages to double your audience
Collaborators with entirely separate Facebook pages can now set up events that they co-host together. This is powerful and good to do, as it means that Facebook page A can set up an event to which it then invites Facebook page B as a cohost.
Both you and your cohost(s) can communicate to all those who have marked themselves 'interested' or 'going' to an event, which means Facebook fans from both pages get exposure to both pages - a great way to maximise your collaborative efforts and build your Facebook likes and fan community.
You might still be wondering why you'd bother going to the trouble of putting your events up on Facebook and so here's a quick recap:
Facebook will circulate your events for FREE to those it thinks will be interested! It does this by:
- showing your events in Facebook (without charging you any advertising) to Facebook users who it thinks may like your event
- sending emails to Facebook users with events in which they may be interested.
It's definitely worth taking another look at the Facebook events feature if you are looking at ways to extend your page's exposure if you are finding your organic reach is becoming more limited since Facebook Zero's introduction in Jan 2018.
2. Facebook Marketplace
Facebook Marketplace is also fairly new, launching in October 2016 and is Facebook's answer to Amazon, eBay and Craig's List. Marketplace gives you a new digital platform on which to advertise your products and services for FREE.
A few years' ago I wrote about the upcoming rise of Social Commerce, which describes social-media platforms becoming more like eCommerce-selling giants like Amazon and eBay. Facebook already has its huge customer base: now all it needs to do is to make it easy for products and services to be bought and sold on it, so users never have to leave Facebook to buy something.
Facebook's answer to eCommerce
So Facebook's eCommerce offering is Marketplace, on which it is currently super easy to list products and services and absolutely free. No doubt this free offering is designed fuel rapid growth of Facebook Marketplace in order to start getting a slice of the huge eCommerce pie.
Listing on Facebook Marketplace is easy and much faster than listing on any other eCommerce platform I've ever used - and simply involves taking a photo, adding a price and choosing your location.
There is no guarantee that listing on Marketplace will always be free, so my recommendation is to jump in and try it now - it won't hurt you and will certainly help you get some free exposure on Facebook's huge community.
Is using Facebook Events and Facebook Marketplace worth it? Yes! 61% of UK adults use Facebook daily
The proof of the size of Facebook's community is in the data: 61% of UK adults are on Facebook every day - that is 41 million people!
This is a VERY large community, and despite worries from some that Facebook numbers are declining, current stats report this number has been constant over the past three years.
Even though Facebook Zero is making it harder for pages to reach their audiences, there ARE still ways to get free exposure for your brand.
If you'd like to talk about ways to make the most of your advertising spend on Facebook to lift your business and brand, please get in touch - we'd love to help.