I know you have a million hats to wear as a studio owner and keeping up with social media is just another thing on your mile-long to do list. There is no denying that for a business it is 100% necessary to be very active on social media to grow your audience, attract more customers, and be visible in your community.
Remember the golden days of social media when things were simple and you could always get lots eyes on your posts, regardless of when you posted? Those days are LONG gone.
You’ve probably noticed that over the past few years, Facebook and Instagram have been slowly modifying their algorithms so that the feed bumps up the content that is getting engagement. (That is, posts that are getting clicks, comments, likes, and shares, which has tended to be more personal posts than business page posts.) Business page posts have been seen by a depressingly low 1% of your Facebook page audience.
Knowing how so few people have already been seeing your posts, it is understandable why businesses with Facebook pages are becoming concerned with the recently announced Facebook algorithm change. If you already thought it was challenging to get people to engage with your posts up to now, this change could make it even more difficult.
What does Facebook’s new algorithm change mean for my business page?
In short, Facebook is moving in a direction that favors even more content that people are interested in, which means if people aren’t commenting, liking, clicking, or sharing your posts, you could be in trouble.
This difference should only be affecting your organic (free) posts for now. You shouldn’t see a difference when you pay for ads and promo posts. You could start putting a little money behind every post by promoting it, but no one wants to pay to make sure every single post gets seen. That could definitely add up over time.
In addition, some people visually tune out posts that show up as a sponsored ad in their news feeds. Consider your own behavior when scrolling your feed - do YOU look at every single sponsored post or ad?
Ads definitely have their place, but should be part of a specific strategy for specific short term campaigns or goals, instead of a long term solution.
When people engage with your content, Facebook knows they are interested in it, so they will continue to be shown more of it. As long as they keep engaging, they will continue to see it. That’s why creating great content time after time is so important.
So, what should I be posting? What is “engaging” content?
In general, engaging content is anything that draws lots of interest and encourages comments and sharing, such as video, unique events, interesting articles, and exciting announcements. You generally want to avoid too much promotion - I like to stick by a 75% content / 25% promotion rule.
But that’s not all you could be doing...
I am all about maximizing efficiency, which means in addition to the content of your organic posts, there are other strategies for your Facebook biz page that will further increase its effectiveness and your efforts. Here are my top 6 tips to maximize your FB business page.
1. Use your Facebook cover photo to market your studio
This is an often underutilized opportunity to promote new programs, upcoming events, and sign up links. Use Canva to create the right sized image and make sure to check out how it appears on mobile.
2. Be strategic with that magic blue button
That blue button can be used for much more than “Learn More.” Consider experimenting where you send viewers - sometimes your Home page is not ideal.
You also have a range of options for your call to action, including: book now, learn more, contact us, send message, sign up, send email, call now, see offers, and more. Consider linking your button to an upcoming event registration page, a landing page with a special promotion, your class registration page, or your online trial scheduling link.
3. Utilize Facebook’s Insights Tool
Facebook offers this great tool called Insights which allows you to gather all sorts of analytics on your posts, your audience engagement trends, and when people are seeing your posts. Use it to see what posts have been most popular, and what times and days give you better results, and then schedule your posts accordingly.
It is also helpful research for determining your audience age and location for running ads.
4. Take advantage of Facebook Live
Video posts (live or pre-recorded) receive more engagement, on average. Going live on Facebook is a great way to let people get to know your business and to engage directly with your audience through viewer comments. You now can broadcast directly from your desktop, where previously it was only available through mobile, which makes it even easier to give your audience a peek behind the scenes at your studio, share exciting announcements, or promote programs and events. You may be a little self-conscious at first, but the live aspect is what makes it exciting for viewers. Don’t worry about being perfect! Add captions for even more views of the replay.
5. Experiment with Facebook Stories
These expiring photos and videos at the top of your newsfeed are overtaking regular posts in popularity. There is no limit to how creative you can be and fun new features are always being added.
6. Liven Up Your Profile Photo
You now have the option to make your profile photo a short video. Consider doing this as a unique way to grab attention and stand out in the newsfeed. Definitely make sure the new profile video is on-brand for your studio and still distinguishable as your school. Try it out for a week and see what happens.
Have any questions? Let me know in the comments!