Undeniably, trends on Digital Marketing leading to businesses is rising globally. Approximate 70% of the population are 35 years old in the Southeast Asia region. According to the Latest Digital in 2017: Southeast Asia report by We Are Social and Hootsuite, and these populations are driving the adoption of the internet that continues to disrupt existing business models with digital marketing.
In Malaysia itself, we came up second, with 81% usage of smartphones in Southeast Asia region after Singapore in 2017. Proven in the report by https://ecommerceiq.asia, we South-east Asians love our mobile devices, with 90%-95% of the populations using mobile phones for their daily convenience.
Facebook rise as the most popular social media platform in Malaysia for businesses to venture into their digital branding journey. However, it is still a trend for small to medium enterprises in Malaysia to manage their contents’ strategies themselves and posting it organically.
If you are one of the entrepreneurs or brands principals which manage your digital activities, you may realize that there’s the trend of declining reach on Facebook posts. This may contradict with your understanding of the social platform. Most Malaysians as general thought it is free just like their personal profiles pages for their personal daily life. No doubt that for personal it’s definitely free but for business pages, the stories are not. You may have these experiences especially when your activities are up to your expectations. Your FB page may have 40,000 fans, but is just isn’t converting. And that’ll really leave you thinking or worse case doubting the effectiveness of promoting businesses on social media platforms. Ending up you’ll likely be feeling that the digital tools are just merely for show or increasing fan base.
And most business owners and entrepreneurs in Malaysia do not know this, only 16% of your fans will see your posts in Facebook as pointed out in http://mashable.com/2012/05/24/facebook-post-reach/.
With this said, let’s put this into a scenario. Say you bust your hump from 0 to get 10,000 fans to your page. 84% of that effort is largely wasted because (again, on average) only 1600 people will ever even see the post, and worse still, the engagement and click-through rates for the other 8400 fans will be a big, round, ugly number: 0%.
This declining reach situation is not new. It’s happening since 2014 with Facebook recognizing the situation as pointed out in a statement by Facebook’s VP of Advertising Technology, Brian Boland. 2 main reasons Boland cited for the organic reach decline. First, there’s simply too much content being published on Facebook, making visibility in the News Feed increasingly competitive. Second, Facebook is deliberately trying to show people the content that is most relevant to them, as opposed to surfacing all the content available.
Other words, if you really want to reach your target audience on Facebook, you’ll need to supplement your organic efforts with some paid advertising. Additionally, Facebook advises marketers to expect things to keep changing, and often for the better. Facebook has never been stagnant in terms of innovation, so no marketer can figure out a formula and then stick with it forever.
With that being said, knowing how Facebook currently surfaces organic content in the News Feed can be helpful for understanding the broader Facebook marketing ecosystem. Bigger organizations or brands understood this and embraced it. This can be proved with the rising demand of digital marketers from these established organizations. They understand the efficiencies and effectiveness of social media platforms, giving with the right strategies and implementations, which needed to be budgeted annually. Even if they don’t budget for a permanent headcount on this position, they’ll outsource these tasks to dedicated and focused marketers or agencies to do it for them.
Hence, don’t get me wrong. Social media is still definitely the right platform for brands to connect with their customers in comparisons to traditional PR methods. Brands can be more interactives, providing more values in terms of contents or value propositions; and best of all, targeting the right audience and communities to create a complete experience for their product’s journey.
What organizations and brands in Malaysia needing are campaigns done right. With expectations and budget allocated for strategic boosting and placements, instead of still relying upon organic posts. Start treating Facebook like a paid ad platform. Constantly monitor the progress, do test your audience profiles and agendas, and use your hashtags wisely to target exactly the audience you have in mind. Hopefully, this will help your posts reaching out organically, and with creativities & dedications, you may bring your brands, products, and services to the next height, using the most popular social media platform in Malaysia, Facebook.