If you run a Facebook page for your business, you’ve probably heard about the recent changes the site is making to the Newsfeed. They’ve framed it as a shift to focus on updates from friends and family, a return to the first years of Facebook. But what does that mean for brand pages, particularly those running Facebook Lead Ads? Some say a lot; others, very little. It all comes down to how you’ve been using Facebook for your business all along, including Facebook Lead Ads.The changes to the Facebook Newsfeed stem from the surge in fake news and clickbait the site experienced in 2017. Who hasn’t seen some less-than-credible sources shared in the feed from time to time? Or a misleading headline that states “you’ll never believe what happened next!” (Spoiler alert: it’s never as surprising as you might think.) Or one of Facebook’s more maligned tactics “share if you agree, comment if you disagree!” Designed to create fake engagement, all these posts use deception to game the Facebook algorithm. So while the new policy is not directly tied to Facebook Lead Ads, in order to crack down, Facebook had to limit all pages.
Originally stated as a shift away from publishers, who are more likely to engage in these practices, the Newsfeed updates do in fact apply to all pages, regardless of industry. But valuable content will still receive some organic reach. To make sure your posts are seen, you’ve got to make sure you’re posting relevant content that really resonates with your audience. Got something to sell? It better be good, and you might want to consider a sale. Utilize organic targeting restrictions to make sure the right people see your content; even though it will be shown to a smaller group, they’ll be more likely to engage. Film a live video for maximum reach and engagement, no editing or special equipment required!
As for Facebook Lead Ads? The marketplace may become more crowded, so you’ve got to be strategic with your targeting and content. Use organic posts to test what performs best, then put a few ad dollars behind top posts, or create additional versions for your Facebook Lead Ads using what you’ve learned. The interactivity of Facebook Lead Ads makes them an easier ad format to work with, but you’ve got to keep testing content and refining your targeting to ensure a high lead volume and low cost per lead. And a warm lead will always convert better than cold, so you’ll still need to run some Facebook Awareness Ads.
The bottom line: Facebook Lead Ads and other marketing efforts can still work, but they are going to get more costly. Diversify your lead generation efforts with opt-in to start saving now.