How to Make The Most of Facebook on a Tiny Budget

How to Make The Most of Facebook on a Tiny Budget

Tiny marketing budget? Have no fear! Flex is here!

By David Kiriakidis

It all used to be quite simple. You'd set up your Facebook page, work out who you wanted to reach, put together the right content and Bob's your uncle. You'd churn out all your lovely content and the fans would come flocking. Well that was the theory anyway. How many fans you'd get and how popular your page became depended on how good your posts were and how relevant they were to the audience you wanted to reach.

And then it all became a bit more tricky. Facebook had an algorithm called Edgerank, which was used to determine where your post would be displayed on a users news feed. It had over 100,000 weight factors (variables which it used to come up with a score) and a complex equation that, by and large, worked. Then back at the tail end of 2013, the powers that be at Facebook decided to do do away with Edgerank and introduce a new algorithm that meant that Businesses had to be careful what they posted, be less pushy and promotional and more informational. You can read more about this on Facebook's Algorithm Update.

The result of this algorithm change has brought advantages and disadvantages. It means that for your average Facebook user, the content in their news feed will be of higher quality and more relevant to them. For brands, however, it means that the reach of each of your posts has shrunk dramatically to an average of around 23.5% of a pages fanbase. This means that, on average, for every 100 fans you have only around 20-25 will actually see your latest post.

So what can you do to build up your page around this algorithm?