I’ve never used Facebook to advertise anything to do with Ada Lovelace Day, but I thought I’d give it a go with a post about Ada Lovelace Day Live, just to see what happened. I assumed that FB would be quite effective at delivering my post to a large, relevant audience, but that’s not what happened.
When I set up the ad, FB said I’d reach 2,700 – 7,200 people, but in fact it only reached 1,588. The idea that FB somehow can’t find 2,700 people in the UK, over 7 days, who match my audience profile (ie, graduate or higher, in all the STEM-related fields they have) is absurd. Indeed, FB itself says that the potential size of my audience is 28 million, but it couldn’t find more than 1,588 people. Sure. Right. I totally believe that. *cough*
Of those 1,588 people reached, 25 “reacted” to it (ie used the like button), two commented (one of those comments is a guy being an asshole), five people shared it, and six people clicked the link.
These are not particularly impressive figures to me.
Now, I know that I only spent £10, but I run ALD on a shoestring, and that £10 was a test to see if it would be worth spending more. Frankly, I can’t say that I’m confident that it was even £10 well spent.
I had assumed that FB would be a cost-effective way to reach lots of people, but at £1.67 per click, I don’t think that’s the case at all. Frankly, it feels more like a rate-limited con than a useful service.
Kevin is more sanguine than I — he thinks 1,588 is good for a low-follower page (we have 124 likes on our page), and he has more experience than I do with the way that FB works. However, the point is that the whole reason for paying for an ad is because our page has few followers, and because FB has destroyed organic reach in order to force us to pay to reach more of the people we previously would have reached anyway.
But they’ve done a shit job of up-selling, because I would have invested £100 in ads, and would have expanded my ad horizons to include merchandise and similar if FB had delivered on this test. They didn’t deliver, so they’ve lost a potential advertiser and, sadly, I’ll have to just battle on and try to grow my organic reach.
This is a huge shame. The promise of social networks was that it would level the playing field, and that the smallest organisation or the least famous person still had the opportunity to reach hundreds of thousands, if not millions of people. There is, of course, now a huge issue with noise which didn’t exist at the dawning of the social media age, but that’s not the problem with Facebook.
The problem is that they have deliberately locked small folks out of building reach organically in order to drive ad revenue, but are not providing good value for money when people with limited resources pay a small amount for ads. Had they delivered even the lower end of their estimated reach range, I might have considered investing more. Had they delivered 7,200 people, then I certainly would have, even though I still think that’s an artificially low number given that they said my audience is 28 million.
What rankles most is that not only is there no good reason for limiting ad reach this severely, but also that it hurts the very people that social media was suppose to help: those of us stuck in the long tail without the resources to spend loads on advertising.