I have an answer for every one of these questions:
- Does Facebook advertising work?
- Is Facebook advertising worth the money?
- Can Facebook help my business grow?
Let’s take a look at these separately.
Does Facebook Advertising Work?
Advertising on Facebook is for Likes or Offers. They have some other options, such as driving traffic to your website and boosting a post, but those are the most popular. I don’t need to reinvent the wheel. Just watch this video. It’s nine minutes, but worth every bit:
Facebook likes get consumed by third world countries where people are paid $1 for every 1,000 likes. It’s absurd, but it’s how some people make money by allowing you to “illegally” buy Likes outside of Facebook’s preferred advertising methods. I guess if Likes were a popularity contest, this would help you win.
You can buy Likes, but they’re low-quality with zero engagement. As explained so wonderfully in that video, the engagement is a problem.
If you have 100 followers on Facebook, each of your posts starts out by being visible to about 10-20 people. If those people like, share, or comment, Facebook will make your post more visible to others. If you have 100 good followers that you grew slowly and organically, you’ll reach more of your audience per post. If you paid for crappy followers, you’re shooting yourself in the foot. You’ll be lucky if only a few people ever see it because it’s being artificially squelched by all those crummy Likes.
Is Facebook Advertising Worth the Money?
Not when you’re paying 25 cents for every new follower, and each of those followers has no interest in you. You can’t do anything about it. At this point, I’m not sure Facebook can, either.
The State Department spent $630,000 to acquire 2 million page likes and then realized only 2% were engaged. First, who would like that anyway? Second, was that taxpayer money?
Invest your money in local advertising, or AdWords, which is still a good investment. Frankly, not everyone gets to be Prom King or Queen.
Can Facebook help my business grow?
Let me tell you about our story. When we first launched SuperPixel, we setup Facebook and Twitter accounts. Several of our initial followers were close friends and some have led to customers or new accounts. But we wanted to be out there in front of everyone who could like us for our content and what we do.
So we paid $100 a couple times for sponsored listings, posts, etc. all for the goal of achieving more “Likes”. It worked, and we now have about 76 likes for having spent $100. I bet about 50-60 of them are useless. They’re people who like everything and everyone. They’ll like Energizer ten seconds after liking Duracell. Who does that? One assumption is only people with too much free time, and those people tend not to have a lot of money.
We even paid for a couple of Facebook Offers and they didn’t work. One was claimed once, but out of thousands of people seeing it, no one else bothered. The offer? A $25 Amazon gift card for signing up with us for a new website. We couldn’t even give away free money.
Our review of Facebook Advertising
It just doesn’t work. It’s blown out of proportion. It’s a fantasy to think that everyone will happily share information about every hardware store, beer, battery, and car all day long on social media.
Sometimes some businesses are just boring. That’s okay, because boring business is still business that needs done. A plumber can get along just fine without Facebook like they have for years and years, but their work is vitally important.
A tsunami of sales can’t wash over everyone. So stop trying to “engage” people and just get back to doing great work and keeping your advertising dollars in precisely the right mediums. The business will follow.
We won’t be recommending any of our clients advertise via Facebook anytime soon unless it’s a very hyper-local offer that’s easy to claim, start, and finish online.
I’ll shamelessly say you can like SuperPixel on Facebook. Maybe with your help we can get drown out all of those bad likes we have.