You are right. However, it is essential to know the strengths and weaknesses of each of them to make the most of them. Regarding Facebook, the decline in reach, year after year, is problematic for brands that want to engage their audience. So how do you optimize your use of the social network and get the best engagement?

First, a point of vocabulary: reach designates an organization’s ability to achieve its fans (those who have liked the page) when it creates a publication without recourse to Facebook advertising.

The reach is, therefore, at the center of all attention because it determines your visibility in the news feed of your fans (your direct audience).

And yet, he recently experienced heavy setbacks. In the space of a year (following 2013), link sharing (an article from your blog, for example) saw their interactions (likes, comments, etc.) drop dramatically. On the best Facebook pages, the number of Likes fell by 55%, actions (link clicks) by 57%, and comments by almost 64%, according to a study by While reach is steadily declining, Facebook’s revenue is increasing significantly.

Here are some tips to follow to survive in the jungle of Facebook and its ruthless universe!


What is Like-Baiting? It designates an easy solution that we have all or less already considered. We could translate this expression into “Like bait.” This practice consists of forcing the fans of your page to like, share, or comment on your publication to access all of the content.

Facebook is clear: “You should not encourage users to use a social plug-in or like a Page . This includes: giving gifts, or only displaying information if the person liked the Page . It is still acceptable to prompt users to log in to the app, register their rental, or enter a promotion code on the App Page. To ensure quality interactions and help businesses reach the right people, we want people to like Pages because they want to hear about those businesses, not because they were forced to . We believe this update will benefit both users and advertisers. »

Exit, therefore, contests to acquire more fans, even if they are often recommended on specialized blogs.


If you still have the possibility and you are a local business or business, we recommend creating a local page rather than a business page. These generally have a more significant potential for engagement than a company page. According to Kissmetrics, they would generate 5 times more reach and 8 times more engagement.


Thus, the drop in reach leads to a need for more engagement. If your page has several hundred fans, the people who like or comment on your posts can be counted on the fingers of one hand. This is the consequence of Facebook’s recent policy. Nevertheless, hang on to those loyal few who, against all odds, click on your posts. Engage in dialogue with them, thank them, and retain them!

While this does not instantly solve the problem of lack of engagement, you are ensuring a capital of engaged fans, and this is undoubtedly the most outstanding value you can obtain as a reward for your work.


Add at least one image to each of your posts. This makes seeing them on the news wall easier and increases engagement. But also think about the publications your readers will share directly from your site. For these shares to appear with the image and summary you want, consider setting up Facebook Opengraph on your site. These meta tags allow you to optimize titles, descriptions, and pictures so your articles appear correctly formatted on Facebook.


Indeed, restrictions on the reach of Facebook are mainly intended to encourage you to use advertising. But if you do it, do it well. Target your audience, and for this, we recommend using the Facebook pixel to enable conversion measurement, build audiences and get statistics on how people use your website.

To do this, navigate to the Facebook Pixel tab in Ads Manager. Click Create Pixel. Enter a name for your pixel. Please note that you can only create one pixel per ad account. Check the box to accept the terms, and then click Create Pixel.

Go to the Pixels page in Ads Manager. Click Actions  > View Code. Copy the base code and paste it between the <head> tags on each of your web pages or your website template to install it on all web pages.

Once installed, let the Facebook Pixel collect data from your website for several weeks. You can then create targeted audiences such as people who have not visited your site for more than xx days or downloaded a white paper from your site, etc. A must-have if you engage in advertising campaigns on Facebook.

Why a like on Facebook is worthless

Most businesses with a Facebook page aim to increase their fan base or “likes.” Indeed, the majority think the more “likes” there are on their page, the better. The truth is that a “like” on Facebook isn’t worth anything these days. ” What? What is she saying? You will tell me. It’s miserable, but many companies increase their “likes” on Facebook but get absolutely nothing from it.

Just because you have likes doesn’t necessarily mean you’re a potential customer. So yes, in this case, a “like” is no longer worth anything. In this article, I will explain, in a little more detail why it is no longer worth anything.

As I mentioned, a “like” doesn’t equal leads or even sales; it’s only a like if you don’t do anything with it. So, let’s try to understand better why a “like” is not synonymous with a lead.

As I just mentioned, a “like” is not a lead. For what? When someone likes your page, have they provided you with multiple pieces of information like in a contact form? The answer is no. Did she give you her email address? The answer is still no. This didn’t provide you with anything at all. You no longer have the authorization to contact her to send her your newsletter or to try to sell her one of your products. So, you have to be very careful because a “like” could have no value if you are not able to bring this fan to take any action whatsoever to engage him on your Facebook page with your content or bring it to your website where you will have several opportunities to turn it into a lead.

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