Organic vs. Paid Ads on Facebook and Why You Can’t Rule Out Organic Posts
Facebook has been leveraged by businesses big and small for marketing. These days, it seems like our feeds are full of paid Facebook ads. And it’s understandable why so many brands want to get and keep their products in front of billions of potential customers. Many feel like organic posting hits a wall at some point. With that and the ability to keep your products in front of people through paid ads, it can leave many businesses wondering if it is even worth having an organic Facebook strategy.
We’ll dive into the answer to this very question and more in this article!
Should I Still Have an Organic Post Strategy on Facebook?
Is it really the case that organic posting reaches a limit at some point? For smaller brands, it may feel like you are really struggling to break through on organic posts no matter how fine tuned your SEO is.
But the reality is that you can’t ignore having an organic marketing strategy on Facebook.
Why, you ask? Let’s answer that through an example. A new local bookstore is opening up and they want to get a few ads in front of the locals to let them know about their grand opening. They only do paid ads and skip out on organic posts. This results in a Facebook business page that looks like it is unmanaged. They’ve got the About section filled in, a link to their website, but absolutely nothing in their content feed. That’s because paid ads don’t show up on your business page.
If you were a book lover looking for a new local store to spend your money at, would you trust a business that hasn’t bothered to maintain their Facebook page? Would you trust a business that doesn’t bother to interact with followers in a way that potential customers can see when they visit their page to learn more about the brand? Your answer to those questions is most likely no.
And zero trust means less customers.
The Benefits of Organic Posts on Facebook
Organic posts on your brand’s business page on Facebook may not reach as many people as an ad does, but it builds trust with loyal and potential new customers. It is proof that you take the time to maintain your brand’s presence online, interact with customers, and build a community around your brand. And that community leads to trust because it makes people feel like they are a part of something special and that you care enough about your customers to have real conversations with them.
While organic posts may not get the high views that paid ads get, they do have the potential to get far higher engagement. Facebook users tend to engage more with organic content. So if you share organic posts that are engaging and offer rich content, people will interact. The more interactions you get on a post, the more the algorithm shares that organic post to a broader Facebook audience.
And the best part is, organic posts are completely free! So for brands with limited marketing budgets, these free posts can be a lifeline online–you just have to make the most of it!
How to Make the Most of Organic Facebook Posts
Here are a few tips to help you make the most out of your organic posts to improve your brand’s reach and engagement online without having to pay a penny to the platform.
- Research what your target audience is searching for–what problem do they have that needs to be solved? What terms are they searching for online? This will help you add keywords and phrases (SEO) to your organic post so that your post will show up when someone searches that term on Facebook’s search bar tool.
- Add those same keywords to your About section to increase the chances of your brand being found online in a Facebook search. You might also consider adding a tagline to the name of your business that includes a choice keyword or two.
- Study your analytics to find out when your audience is online and schedule your posts to go out at those times.
- Be consistent–this doesn’t mean you have to post every day, but try to post several days each week. This lets the algorithm know your page is active and should be shown to new audiences. It also makes it more likely that new posts will be shared to the same people again and again, keeping your business in their feeds.
Final Thoughts
It’s worth it to have an organic Facebook strategy. Remember, views are not the same as engagement. And while ads can be a great way to quickly boost your brand to new audiences, it’s not what builds brand loyalty. Organic posts not only help maintain your online presence and prove to new customers that you are trustworthy, but they also build community through authentic engagement with your most loyal followers.
Need help building an effective, organic Facebook strategy? Tintero Creative offers digital marketing services you can truly smile about! We create social media strategies that tell your story in a way that works with your industry, digital trends, and marketing best practices. Learn more about our innovative team and services by booking a consultation.