Facebook is the world’s most popular social media platform with more than one billion active users. Thanks to the growth of smartphone usage, millions of people are logging in daily to check their newsfeeds and update their statuses.
As a result of the immense popularity of this platform, countless businesses are using Facebook and other social media platforms to promote their businesses and attract more traffic. However in recent months, Facebook has warned against posting overly promotional content, as more and more users are complaining about the heavy use of advertisements clogging up their newsfeeds.
Earlier this year, Facebook introduced more stringent measures regarding overly promotional posts. As such, posts that are considered as ‘overly promotional’ could be penalised.
Overly promotional page posts include:
· Content that exclusively persuades people to buy a product or service
· Content that exclusively persuades people to download an app
· Content that persuades people to enter promotions or sweepstakes without any background information or genuine context
· Content that copies other content from adverts
Facebook has asserted that it will make changes to its algorithm in order to effectively detect overly promotional posts and reduce their reach. Such posts could even be removed completely from people’s newsfeeds.
How to properly use Facebook as an advertising tool:
Engage with your followers
If you still wish to use Facebook as an advertising tool without breaking any rules you need to improve the quality of your content and engage with your fans more strategically. Use the platform to communicate with your followers on a friendly basis by establishing conversations and building relationships.
Tweak your page
You should also tweak your company’s Facebook page to ensure that it is as optimised as possible. Your can do this by including:
· Your company logo
· A company overview
· A link to your website
· Opening and closing hours
· Contact information
Offer rich content
Rather than creating promotion-heavy content, offer rich content that is meaningful and interesting. Mix things up by providing how-tos, guides and tips that generate interest in your readers and get a conversation going.
Choose your words carefully
Finally, it’s critical that you choose your words carefully; avoiding terms that sound or look too promotional. Anything with countless exclamation marks will be immediately detected as heavily promotional, as well as any use of vocabulary that conveys a sense of urgency (such as ‘now!!’, ‘before it’s too late’ and ‘only 10 minutes left!’
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