{"id":36703,"date":"2024-11-08T10:24:52","date_gmt":"2024-11-07T21:24:52","guid":{"rendered":"https:\/\/www.nzie.ac.nz\/?p=36703"},"modified":"2024-11-08T10:24:54","modified_gmt":"2024-11-07T21:24:54","slug":"blog-is-facebook-marketing-dead","status":"publish","type":"post","link":"https:\/\/www.nzie.ac.nz\/blog-is-facebook-marketing-dead\/","title":{"rendered":"Is Facebook Marketing Dead?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"36703\" class=\"elementor elementor-36703\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d16868e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d16868e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-680473a\" data-id=\"680473a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ca91d9b elementor-widget elementor-widget-author-box\" data-id=\"ca91d9b\" data-element_type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2022\/05\/Kristine-Aitchison-circle-300x296.png\" alt=\"Picture of By Kristine Aitchison\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h6 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tBy Kristine Aitchison\t\t\t\t\t\t<\/h6>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\t<p>Author &amp; Content Specialist<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ac1aecd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ac1aecd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ce271f7\" data-id=\"ce271f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f8ced3 elementor-widget elementor-widget-text-editor\" data-id=\"9f8ced3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">Facebook is still the world\u2019s most used social media platform. However, the algorithm has changed, meaning the average engagement for an organic Facebook post now only reaches <\/span><a href=\"https:\/\/blog.hootsuite.com\/social-media-benchmarks\/\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">2.5 &#8211; 1.5%<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"> of your followers. These days most social media platforms operate on a pay-to-play model, and Facebook is no exception. This means you can post all the great content you like, but unless you pay to get it seen it&#8217;s unlikely it will reach many people. That can be a real challenge for businesses with a limited marketing budget. So, is Facebook still relevant for businesses? Let\u2019s explore.\u00a0\u00a0<\/span>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-525b474 elementor-widget elementor-widget-text-editor\" data-id=\"525b474\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Understanding the Facebook Algorithm\u00a0<\/h3><p>Each social media platform has its own <a href=\"https:\/\/metricool.com\/facebook-algorithm\/\">algorithm<\/a>. The algorithm is what determines the content that is shown in people\u2019s News Feeds. How you engage with the content on Facebook is how the algorithm determines the content you enjoy.\u00a0\u00a0\u00a0<\/p><p>Facebook has two feeds. The main feed and the reel feed. Each has its own algorithm. The four most important ranking signals that determine the content you see are:\u00a0<\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">People and pages you follow and have engaged with.\u00a0<\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">The type of content you interact with most.<\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Posts that have high engagement, including content from mutual friends.\u00a0<\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">And relevancy to users.\u00a0\u00a0<\/li><\/ul><p><a href=\"https:\/\/www.facebook.com\/business\/news\/Organic-Reach-on-Facebook\">Facebook says<\/a> there are two reasons organic reach is declining. Firstly, the sheer mass of content. On average, there are 1,500 stories that could appear in a person\u2019s News Feed each time they use the platform.\u00a0\u00a0\u00a0<\/p><p>The second reason is because of how the algorithm works. They\u2019ve made some key changes, which they say have improved News Feed content. This includes showing people more high-quality content and cleaning up spam.\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12c2f9e elementor-widget elementor-widget-image\" data-id=\"12c2f9e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-1024x576.jpg\" class=\"attachment-large size-large wp-image-36710\" alt=\"NZIE Blog Facebook Marketing\" srcset=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-1024x576.jpg 1024w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-300x169.jpg 300w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-768x432.jpg 768w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-1536x864.jpg 1536w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-600x338.jpg 600w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook.jpg 1680w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2926fa4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2926fa4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ef604f7\" data-id=\"ef604f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-018301c elementor-widget elementor-widget-text-editor\" data-id=\"018301c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>The Challenge for Businesses\u00a0\u00a0<\/h3><p>The way businesses and marketers think about organic reach needs to change. <a href=\"https:\/\/www.facebook.com\/business\/news\/Organic-Reach-on-Facebook\">Organic content still has value<\/a> on Facebook, and pages that share content that is entertaining, informative, or educational can still show up in people\u2019s News Feeds.\u00a0<\/p><p>However, <a href=\"https:\/\/www.facebook.com\/business\/news\/Organic-Reach-on-Facebook\">Facebook says<\/a> your business will get greater value if you use the platform to achieve specific goals, such as driving sales or boosting downloads. Like many social media platforms, you can have great content, but advertising is the driver and will help you reach a broader audience.\u00a0\u00a0\u00a0<\/p><p>With channels like TikTok and Instagram grabbing the attention of younger audiences, it can be tempting to forget about Facebook. While a strategic marketing approach will ensure you target the right audience on the right platform, there are several reasons why Facebook still makes a great marketing tool.\u00a0\u00a0<\/p><h4>#1. Cost-effective advertising\u00a0\u00a0\u00a0<\/h4><p>Facebook advertising is ideal for small businesses and organisations with a tight marketing budget because it is very cost-effective compared to other online advertising platforms. You can advertise on Facebook for as little as $3 a day and still get good reach. Maintaining a strong organic strategy alongside your paid marketing is important, because you may appear inactive to your audience if you don&#8217;t\u202fpost\u202fenough. However, you can successfully run Facebook advertising without any organic activity. Boosting high-performing posts is an effective strategy for businesses with a limited marketing budget.\u00a0<\/p><h4>#2. Disposable Income\u00a0\u00a0<\/h4><p>New Zealand had <a href=\"https:\/\/datareportal.com\/reports\/digital-2024-new-zealand\">3.30 million Facebook users<\/a> in early 2024 and still has the largest group of users between the ages of 25 \u2013 44 with <a href=\"https:\/\/datareportal.com\/reports\/digital-2024-new-zealand\">52%<\/a> of them being female. While these numbers indicate the average Facebook user is older than on other social media platforms, older audiences tend to be in a more mature life stage, which means, they potentially have more disposable income.\u00a0 This is important because they are more likely to make purchasing decisions, which is important for your business.\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0460d64 elementor-widget elementor-widget-image\" data-id=\"0460d64\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2-1024x576.jpg\" class=\"attachment-large size-large wp-image-36711\" alt=\"Pink piggy bank next to stacked coins\" srcset=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2-1024x576.jpg 1024w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2-300x169.jpg 300w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2-768x432.jpg 768w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2-1536x864.jpg 1536w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2-600x338.jpg 600w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2024\/11\/ebook-2.jpg 1680w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ce31ff0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ce31ff0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-31159c7\" data-id=\"31159c7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-74b5162 elementor-widget elementor-widget-text-editor\" data-id=\"74b5162\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0In short, Facebook is still a relevant marketing platform, and we do recommend keeping it as part of your marketing strategy. While it can be tempting to overlook it because of low engagement, it is still worthwhile staying active on Facebook \u2013 even if it\u2019s just maintaining a presence. Alongside, a targeted Facebook advertising strategy, this channel can still work in delivering a ROI for your organisation.\u00a0<\/p><p><strong>NZIE has several great programmes that dive into Facebook Marketing &#8211; check out our range of courses <a href=\"https:\/\/www.nzie.ac.nz\/short-courses\/\">here<\/a>.<\/strong><\/p><p><em>Written by Kristine Aitchison: Guest Writer and Content Specialist<\/em><\/p><p><em>Kristine Aitchison is a copywriting and content marketing specialist. Showcase your expertise with regular blog content for your website. Visit <a href=\"https:\/\/apc01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fwriteasrain.nz%2F&amp;data=05%7C01%7CAna.uak%40nzie.ac.nz%7C4b36cbe5ffc44ec3146908dbefd0045c%7Ca6b32092862647cbb0994796acdc9269%7C0%7C0%7C638367450080343666%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=BvpyQxGqLJ0wckxDs95veXkBUasVbxfeUOo5GnolT3Q%3D&amp;reserved=0\">www.writeasrain.nz<\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Facebook is still the world\u2019s most used social media platform. However, the algorithm has changed, meaning the average engagement for an organic Facebook post now only reaches 2.5 &#8211; 1.5% of your followers. These days most social media platforms operate on a pay-to-play model, and Facebook is no exception. This means you can post all [&hellip;]<\/p>\n","protected":false},"author":379,"featured_media":36709,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[184],"tags":[],"class_list":["post-36703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NZIE\u00ae - Is Facebook Marketing Dead?<\/title>\n<meta name=\"description\" content=\"The average engagement for an organic Facebook post only reaches 2.5 \u2013 1.5% of your followers. So...is Facebook still relevant for businesses?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nzie.ac.nz\/blog-is-facebook-marketing-dead\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NZIE\u00ae - Is Facebook Marketing Dead?\" \/>\n<meta property=\"og:description\" content=\"The average engagement for an organic Facebook post only reaches 2.5 \u2013 1.5% of your followers. 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