Heels Down Media | Four Ways To Beat Pay-To-Play on Social Media
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Four Ways To Beat Pay-To-Play on Social Media

Recently I saw a small business owner on Facebook lamenting about how their business page doesn’t even show up on her own newsfeed. She likes and shares every post, but her page’s reach is small, and her growth is slow. Once upon a time, before Facebook was the ultimate social media staple, the algorithms did not seem to negatively impact small businesses. Sure, it’s always been pay to play, but the little guy used to stand a chance when it came to organic reach.


Now, it’s pay-to-play if you want your posts to show up. At least, that’s what Facebook would like you to believe. Fortunately, we are here to tell you there’s another way. Here’s 4 ways to improve your efforts on Facebook and work smarter on the pay to play standards on social media.

  1. Create awesome content. Everyone aims to produce fresh, captivating content on social media. We all know that it’s easier said than done. The fact of the matter is, you need to be adding value to your consumer’s social media. Use captivating images, create regular, on brand hashtags, and stop using boring copy. If you don’t find it interesting, chances are your followers won’t either.
  1. Use your followers as influencers. Your employees, friends, followers, and consumers are all your influencers ready to be your biggest brand advocate. Sounds pretty cheesy, right? Well, turn up the cheese because they’re the best way to beat the Facebook algorithm. Have them like and share your posts. This will help your business not only show up on their newsfeed, but also on their friend’s. Having awesome content will help make your posts worth sharing, hint hint.
  1. Make sure you have a call to action. What do you want your followers to do? Every post and social media page should have a purpose. Know your audience, know your message, and find a way to connect the two together.
  1. Stop cross-posting. There’s nothing wrong with sharing the same content across all of your social media platforms. However, you shouldn’t click share all, and share it across all your platforms at the same time. Schedule posts for Facebook and Twitter separately, don’t let your Facebook share directly to your Twitter with the link to the post. Same goes for Instagram to Twitter. Take the extra time to schedule for each platform separately. It’ll add to the value of your social media accounts when your followers find refreshing, unique content on each one.
Ashley Harvey About the author
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