It’s a new year and with it comes further crackdowns on your treasured Facebook promotional posts.
The social behemoth and everyone’s favorite, if increasingly less useful, social network will begin this month restricting the types of promotions you can post to your Facebook pages. But, hey, not to worry. It’s not like your pages had much reach for the past year anyway.
Still, Facebook would much rather you buy ads than give you free space to promote your business or products or activities so don’t expect your, “sale ends soon,” posts to ever see the light of Facebook blue.
“People told us they wanted to see more stories from friends and Pages they care about, and less promotional content,” explains the FB announcement back in November. “We dug further into the data to better understand this feedback. What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads.”
You see? It’s what people want: more ads in the FB newsfeed. (We’re not talking, here, about “promoted posts,” which are ads but, rather, a type of free promotional post.)
Seriously and sarcasm aside, Facebook says it will limit specific promotional posts which:
- Solely push people to buy a product or install an app
- Push people to enter promotions and sweepstakes with no real context
- Reuse the exact same content from ads
Posts like these, says FB:
Oh my, what’s a business, organization or marketeer to do?
Well, first of all, if budgeted, planned and executed well and precisely Facebook ads can work well. Let’s face facts, a fairly significant portion of your online efforts (and dollars) in 2015 and beyond are going to go advertising on the social channels. Might as well get used to it.
But if you still insist on using Facebook as a primary social channel – and believe us when we say you can do better with other social platforms – structure your posts to provide information, context. Link any posts directly to your website and give readers a good reason to click to your website. Tell your story. Let us know why we should visit your online home. Make your posts valuable.
Don’t expect Facebook to be a good platform for your fire sales. And if you’re expecting, “free,” don’t expect Facebook.