Yes, I know this sounds like a crazy title, but it’s something that effects many Facebook pages!
There’s a cancer that infects and affects many Facebook pages. Have you ever seen a page that has over 600,000 likes and some posts have only 3-4 likes, and maybe 1 share? Have you ever wondered why this might happen? Well, it has everything to do with how Facebook’s algorithm works. Facebook’s algorithm is constantly rating content which is posted every day and deciding what should be shown to its users. It’s all based on how people react to the content. You can have a page filled with 600,000 people, but if your followers like different things, it’s going to be very hard to get a good reaction at first. Facebook shows your posts to a small percentage of people first, but if only a small percentage responds to your posts, you may only reach 500 people. This is why broad-interest audiences can be very difficult and in many cases may be the cancer that kills you in the end.
If the content being posted isn’t intersecting the audience in the perfect spot, the post will fail at reaching hardly anyone. This is why you’ll notice influencers like BuzzFeed have multiple pages that represent various interests. In fact they started “Tasty” just to target cooking lovers. If you’ve ever seen those cooking videos with 500,000 shares and like 70,000,000 views, you can guess the reason why. They had a targeted page, a targeted niche, and their users are responding as you can guess; amazingly! – If half of Tasty’s fans didn’t like to cook, can you imagine how poorly these pages would perform?
Pages large or small which don’t specifically meet and target the needs of ALL its users will fail. This is the cancer that plagues split-interest pages.
How can I get rid of Facebook page cancer?
If your audience is still small, start by targeting a niche that is easily repeatable. Make sure you always provide content that a specific group of people will love and enjoy. If you don’t follow this rule, people will start liking your page because they only saw ONE thing that interested them… But sadly this may not reflect the majorly of content being posted to the page. This one person can become a boat anchor and the cancer that kills your Facebook page. You can’t force anyone to unlike your page, so be careful who likes your page in the first place!
Years ago people thought it was a good idea to get as many likes as possible, but that is exactly what will kill pages today.
Focus on your niche, win at targeting and you’ll have a cancer free Facebook page!
NOTE: If Facebook gives users a way to specifically target a specific niche when they post, there may be hope in getting larger pages to engage, otherwise it’s not going to happen anytime soon!