You’re Killing Your Growth With Facebook Page Invites, and Here’s Why
You want more eyes on your business. You've decided that completing your Facebook presence is the next step. You build your page, and you work hard making it look good. You add some images and a few posts.
Facebook suggests that you invite your friends to like your page. Facebook says you should do it, so it must be good, right?
Maybe. Or Maybe not. Which is it?
Let's Grow This Business Page
It's a brand new page, and you get to decide how you run it. But, Facebook decides whether or not it will grow.
Let's look at what Facebook needs in order to grow a page.
What Grows a Facebook Page?
- Visible Engagement - Shares, comments, tags, reactions
- "Recommendations:" (Formerly Reviews)
- Invisible Engagement - Time spent with content (reading, watching, etc.)
- Private engagement - Post saves, messenger shares, links copied, etc.
Facebook uses the above social signals to decide how many of your fans see your posts, for how long, before they essentially disappear into space.
The more of these interactions you have on average, the more people will see your posts when posted.
Then, each individual post is "upgraded" upon receiving these signals.
What Stops a Facebook Page From Growing?
- Reported Content - Inappropriate, controversial, or otherwise
- Hiding Posts - Followers/fans say "hide this" or "snooze this"
- Unfollows - Whether they Liked or Followed in the start, this hurts you.
- Visible Negative Engagement - Persistent and frequent "angry" reactions
Facebook sees all of these as a sign that you basically suck. Either you're not putting out good content, or you're showing it to the wrong people.
The more of these signals your page receives, the less people will ever see your posts.
How to Get Good Interactions On Facebook
How well does your content (and offering) fit the people you're inviting to like your page?
Inviting all of your friends and family on Facebook to like your page makes sense. They're your friends, why wouldn't they want to support your business?
Most good friends do want to support your business to some extent. Unfortunately, that doesn't always make them good fans.
If you only invite people who are a great fit for your offering and content, it will help you grow, through those positive interactions.
If you invite a bunch of people who aren't a good fit, it will hurt your growth, through those negative interactions.
Which Friends Should You Invite?
Think About Your Customers
Think about the ones who really love your business. Who brags about it to their friends and family?
Those people are your fans. You want them following your page, and you want tens of thousands more just like them.
You might have friends who are similar to those people. You might even have friends that already make up that customer list. Especially if your business is something related to a hobby you're passionate about.
Invite those people, personally.
Don't invite them through the standard like request, though. Actually call them up and get them interested in what you're working on. Then you can send them a link to your page.
Friends You Should Not Invite
Think About Friends Who Aren't Ideal Customers
If you think about it, you already know who isn't made for your product or service. It's not that complicated, really.
If they're really your friends, they'll still support you - just not through your page. Reserve that for your real fans, the ones we talked about above.
So how do you get support from them?
Just be a good friend and support them. Do it without expecting anything in return. I know, it's crazy talk (sarc).
Really though, just take a genuine interest in what they're doing in their own lives, and the people who can help you in your business will do it.
Your friends are a good fit for your page, when they would be a good fit even if they were a stranger.
What Happens When You Invite Everyone To Like Your Page
Facebook knows who your real fans are
When people follow your page, Facebook shows them your posts.
When you show your posts to people who are all about what you are doing, they tend to like it.
You get those positive interactions mentioned above. They click, they react, they comment. They're engaged.
When you show your posts to people who don't give a rat's ass, they just keep scrolling. They may interact for a while, to be good friends.
But eventually, your friend who only reads ESPN and only drinks black coffee is going to get tired of your posts about "Five Yoga Books to Read With Your Morning Tea".
When Your Friends Get Tired, They Hurt Your Page
They won't intentionally hurt you. They just don't know how their actions affect your page.
They'll not just stop reacting, they'll hide your posts. They don't want to tell you that they don't care about your products. They still love you. But they can hide your posts from their feed and you'll never know.
Obviously, that friend isn't going to see your posts anymore. If that was the only loss, it wouldn't be so bad. But, there's more.
When someone tells Facebook they don't want to see what you're showing them, The FB algorithms take it very seriously.
You'll get sent to the land of bad ads, and you'll have a hard time coming back. Facebook's algorithm doesn't have to know why someone hid your posts. They just know you're posting things people don't want to see, and they can't have that. They need engagement to stay high.
So, they'll stop showing it...To nearly everyone.
The Facebook Algorithm is Fickle
Every negative reaction to your posts kills your chances of being seen. You may have to get dozens or even hundreds of positive reactions to counteract just one negative reaction.
So, you can kiss thousands of potential customers goodbye on Facebook. Your friend from high school secretly things it's bullshit, and they've decided your fate.
On the other hand, if you invite the right people, you're going to have a good time on Facebook.