6 reasons why you still need to acquire new Facebook fans

 

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Facebook has recently prohibited “like-gating.” Like-gating was the practice of forcing users to become Facebook fans of a brand before they could access its content or participate in a contest. A lot of marketing blogs have commented on this, talking about the demise of Facebook marketing or alternatively the sudden pointlessness of having/getting fans.

But this “news” is just one of the many tidbits buried near the end of an article posted on Facebook’s developers blog.

These days, any serious marketer would agree that were a brand to release a Facebook-connected experience, it should be mobile-friendly, if not mobile-first, given the extent of mobile usage. And since mobile like-gating has always been tricky to implement, and above all purely and simply prohibited since this past May, the recent discussions about the end of like-gating are actually irrelevant!

Facebook’s latest announcement doesn’t change much for advertisers and agencies having already made the shift to mobile. These ones have started thinking about how and why to continue acquiring fans quite some time ago.

“The race for fans is over” is heard here and there – and it hasn’t been more wrong. Here are 6 reasons to continue acquiring fans, now more than ever.

1.  It becomes less expensive to reach your target on Facebook using paid media

The reason is simple – the more fans you have, the more people within your target audience you’ll be able to reach thanks to ads with social context, which are ads featuring at least a friend. Facebook’s advertising algorithm particularly favours this kind of ads as users are much more receptive to it. Advertisers therefore pay a lower CPM/CPC. Another point, the more fans a brand has, the more it can target users similar to its fans by leveraging a feature called Lookalike Audiences. This also is favoured by Facebook’s ad algorithm.

2.  The stronger the impact of Facebook advertising on brand metrics 

This again thanks to ads with social context, which, according to a Nielsen study, generates 50% more ad recall than those without. Another study from Datalogix shows that it also generates 35% more sales for e-tailers (vs. ads without social context).

3.  Better ad optimization

Think of your fan base as a lab where you can test different variations of a message, where you can see what generates the most organic reach and engagement. You will then know which stories to put on steroids with ads. You will pay less for CPC/CPM as Facebook will recognize the quality, and this paid media also triggers more earned media.

4.  It provides more information you can obtain about your target audience

The more fans you have, the more numerous organic feedback you’ll collect following your page posts, and the more meaningful geo-demographic data provided by Facebook’s admin interface will be. That’s a great way to better understand what your potential customers like, and which geo-demographic categories are the most receptive to which messages.

5.  You can reach fans more often than non-fans

Facebook allows you to reach your fans up to 4 times per day in the News Feed with ads, as opposed to twice per day for non-fans. That could prove very helpful for a product launch for instance when you want to make sure your message is heard.

6.  Greater organic reach

Although the organic reach rate of page stories continues to decrease structurally due to Facebook’s success, the more qualified fans you have, the more you can expect to maintain, even increase, your organic reach.

But know that fanbase growth won’t be like it was before.

Some time ago Facebook introduced Custom Audiences, an ad feature that revolutionizes the race for fans.