Value of a Social Follower


By: Mike Worrell

Media Strategist

Should advertisers invest in growing their Facebook Page Followers?

Facebook Homepage - Social Media
Photo by Kon Karampelas / Unsplash

The answer for most brands is “no”. With Facebook’s growing audience sizes and ever-increasing engagement, the number of people and amount of content on the platform is constantly reaching new heights. But as the platform grows, so has the evolution of Facebook’s personalization algorithms. Facebook’s AI works to feed curated content to each user that will keep them engaged and on the site for longer session periods, making the platform’s user experience more pleasurable with every piece of content a user views and engages with. With Facebook’s algorithm in mind, it’s no surprise that a brand’s organic content would be suppressed by content from a user’s friends and family, entertainment channels, and their favorite influencers. With these competing channels growing more and more by the day, Facebook’s algorithm naturally began serving less and less of a brands’ organic content to their followers. In 2017, we estimated that between 2-4% of a brand’s page followers were being reached organically. As of today, we predict that number is likely closer to 1-2%.

Will A Brand’s Organic Posts Elevate Them in Facebook’s Search Results?

Facebook’s search results populate based on everyone’s specific browsing behavior, interests, the recency of the search, and the popularity of the content. Because of the myriad of factors leading to whether a brand would appear in these returned results, it’s difficult to apply typical Google SEO tactics to improve a brand’s positioning. The odds of a piece of organic content that would lead to significant increase in results are minimal.

Why has organic reach decreased?

  • Over saturation of content – “likes” have decreased
  • Users want to see posts from their friends > brands
  • Facebook’s Algorithm is always evolving and will favor content from friends/family and brands they engage with often

What’s the best way to increase user interactions on branded content?

To make sure content is reaching the right audiences, Unified recommends using the Facebook Engagement Objective in a paid campaign. Even with minor spend levels, an Engagement campaign will significantly enhance the number of impressions and engagements on any branded content piece. Higher engagement on your brand’s content could lead to more exposure, more interaction with your customers and potentially aid sales prospecting efforts.

Value of Paid Social:

  1. Real People
  2. Scale
  3. Constant Engagement
  4. Personalized Messaging

Should advertisers invest in growing their Twitter Followers?

Twitter Homepage
Photo by Kon Karampelas / Unsplash

With Twitter’s limited character count and focus on fast, short-form content, users who follow Twitter accounts are more likely to see that brand’s organic content. To help brands capitalize on this aspect of the platform, Twitter is currently the only major social media site that allows brands to run Follower-only campaigns, even offering its own ad type with Promoted Account ads. Not only is a user likely to see a brand’s tweets regularly, they are also more inclined to take actions that provide value to the brand’s business. Per Twitter, 78% of Twitter users who follow small to medium-sized businesses (SMB) retweet content from those accounts. 75% feel better about an SMB after following their account, and 69% of respondents purchased products from an SMB after following them.

In Conclusion

As today’s targeting capabilities and advancements in content preference have evolved, investing too many resources into attracting more and more Page Followers just isn’t offering the same return on investment that it did in Facebook’s younger years. Paid Facebook Engagement & Twitter Follower campaigns, while more expensive, will better help deliver branded content to the most relevant and qualified audiences.

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