Non Paid Facebook Page Communications - What has changed

One of the prime differences between success and failure is presence or absence of long term consistency. And, this is also applicable to marketing on social media.

People boast that i have so many thousand followers on my page. But, when one posts anything on their own page the content does not reach to all the people who have liked the page. Further, facebook has reduced the reach of non paid "Page" communications by a drastic extent.

So, to ensure your messages are reaching to a considerable number of people on your page, you need to keep two things in mind - Consistency and Frequency.

Consistency - regularly posting messages through your social media marketing channels

Frequency - Posting the messages optimum number of times at the proper time 

What is proper time ? The time when your target audience is most active on their social networks. For ex - if your target audience is college students- they would be active after completing a day at college, may be some coachings, some gibberish with friends etc etc, may be at around 8 Pm.

You need to rope in some basic level analytics to explore the time at which your communication receives maximum reception. The facebook Insights provides this information readily to you.

Well, to your rescue Facebook has also provide Post scheduler. So, you can make your post in a batch and schedule it on Facebook and it will automatically get posted at a time you decide rather than you doing that manually.

But, doing free Page promotions on facebook is no longer the same and is not easy any more.

Here are few of the points that will help you understand more on this -

• Existence of more number of brand pages as compared to the past. The number will definitely increase in future
• Facebook strongly puts People First and then Business

People first - Brands are communicating on Facebook because their target audience is there. Target audience is there because they want to be there. They come to socialize online, spend some free time, like a few parodies and memes, promote Modi Sarkar etc etc

Now, since the number of brand pages have increased and if Facebook does not restrict their sales pitch and business communication, the News Feed of people will be bombarded with Sales spiel over updates from people and this will definitely repel the people from Facebook.

Hence, Facebook has created pretty complex algorithms to publish Free Page communications on the News Feed of people. And if you reach to reach more people the algorithm also involves the creativity aspects of your posts, so if the algorithm judges that your content is interesting and not a bland sales pitch it will get some boost.  

The easy way out on Facebook is of course - Buy the space. And please, we shall not criticize Facebook. It has become big, important and influential and just like any other communication medium there are no free lunches.

Yes, there are few pages which have gone viral without paying a dime, but that involves all the right pieces at the right places. Which is a rarity.

Hope I was able to convey my message clearly.

I would sincerely appreciate your opinion or if you have any information/knowledge that you would like to share.

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