I enjoy Facebook because I have a healthy community of fans there, and it’s an easy place to engage with them.
Last spring FB began heavily throttling posts on fan pages so that only a small fraction of your readers can see your posts. I wrote about how to get your readers to find your fan page posts HERE. Sometimes fewer than 10% of your total readership sees what you put on your page.
FB began heavily pushing ad campaign opportunities last spring, and I gave it a try. I found that advertising to get new LIKES works fine, but it didn’t necessarily increase sales or readership. Every time I bought an ad, my posts were throttled even more afterward because FB was trying to push me to buy more ads.
I also found that the ads were pretty ineffective unless you were trying to push LIKES on your page. For example, if I advertised for a post about my latest book release, I got modest returns. But if I advertised for LIKES, I’d get lots of likes, but not necessarily more engagement from those LIKES.
I was going to post a run down of my results and careful observations, but heck, now I don’t have to. If you have a Facebook Fan Page you must watch this video about the business in fake LIKES, and how FB feeds your page to fake accounts which do nothing but LIKE pages to boost numbers. And because of the FB numbers game, the more disengaged accounts you have, accounts FB sends to sign up for your page, the less FB will show your pages to your readers. Even though you carefully target your ads to specific readers in specific countries, you are not getting the market you pay for. Nice racket!
And people wonder why I am moving my stuff to tumblr.
Everyone who has an FB fan page should watch this video.
Thanks to Jimmy Palmiotti for the info.
And yes, for the record, I did highly targeted ads, mostly toward US/Canada readers, and compared them with less targeted ads. I did reach legit readers, but the unfortunate truth is there are so many click bait fake accounts that put tons of likes on their lists, your ads are going to be served to some of those and that is a waste of money.
When FB cleaned out their fake accounts awhile back, I lost no more than a few dozen followers.
I’m not saying you won’t get any return on an FB ad. I have picked up some legit readers and made some sales.
But the game is rigged here, and with few exceptions, authors I know who have advertised there have not only not gotten particularly good results, they have seen their post engagement and post serves drop.