Guest Post by Becca Edwards

Recently Facebook made some drastic changes to the way their newsfeed displays content. Unlike before, when a business page could post something to be seen by all of their followers, Facebook now only shows posts to 1-2% of that page’s fans—making it more difficult for independent artists to reach their audiences.

To some artists, this change seems like a done deal: if they’re posting, and they earned this audience, why shouldn’t they be able to reach them whenever and however they want? Facebook is stripping them of a resource they always had, and possibly spent lots of money to acquire.

So if you’re an established presence on Facebook or just starting to think about social platforms, let me give you some reasons why you shouldn’t give up on Facebook:

1) Facebook’s number one priority is its users.

If I had said this a few years ago, it would have been ironically. Facebook was letting businesses and brands flood my newsfeed with promotional content. This was about the time my friends starting getting tired of Facebook. Many visited less frequently, took month hiatuses, or deleted their account completely. Businesses—including independent artists—could post however and whenever they wanted, but average users weren’t happy.

But Facebook saw that when you give marketing higher priority than the community, people leave it in droves. They didn’t want to go the way of MySpace; they wanted people to be happy and stay on the site. That’s why they’re working on providing a newsfeed experience that users enjoy, which is great for businesses and marketers, too. Better to share content that’s seen every once in a while by happy people than have your business be seen all the time when people are sick of it.

2) Better content wins.

Over the past few months, I’ve seen content in my timeline back from 2013. It’s a way to revisit memories. The posts are engaging, often compelling laughter or heartache.

What does this mean for you? If you share engaging content, your most popular posts have a very long shelf life. It changes the focus from quantity to quality. You’re not trying to flood your fans’ newsfeeds, racing to post more than your competitors. You’re trying to post more meaningful content than your competitors.

Ask yourself: if you weren’t the business owner/entrepreneur/marketer for your brand, would you want to read this post? If no, don’t post it.

3) More effective than ever.

Don’t get me wrong: Facebook really cares about its businesses—whether they’re corporations or independents. But it’s shifting the promotional material from the normal page feed to the advertising realm. While you have to pay money now to really promote your work on Facebook (just like any other online medium), advertising is cheap and very effective. Want people to download coupons and visit your website? Create an offer. Want to attract more people to a deal on your site? Advertise to that page. Have an awesome post that could go viral? Put some ad money behind it.

Thanks to aggressive marketers and spammers, you don’t have the golden goose anymore. But you can still connect with your audience through creative content. Do that well enough and people will be more receptive when you launch a promotion.

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