It is becoming increasingly more difficult for Facebook Page managers to reach their audience through posts alone. Page managers like us who are regularly monitoring insights are noticing that only a fraction of followers are seeing the posts organically. Facebook is constantly tweaking its algorithm and changing its advertising guidelines, and even the most-savvy Page managers can have trouble adjusting strategies to keep up with the platform’s changes.
A fun way to increase your Page reach and engagement is holding a contest. B2 created and managed a sweepstakes called “Summer of Fun” for our client, Ybor City Development Corp. The contest goals were to grow the Discover Ybor City Facebook Page and drive traffic to Ybor City during the traditionally slower summer months. It’s the second summer sweepstakes that we hosted for Ybor City Development Corp. (see last year’s contest here).
The sweepstakes was easy to enter: like the Page and fill out a short form to submit your name, email address and phone number. Five prize packages valued at $75 or more were awarded each week over a 13-week period, for a total of 65 prize packages.
In addition to posting regularly about the sweepstakes, we allocated a small budget for “boosted” posts to ensure our fans were seeing the posts. A modest advertising campaign with Facebook ads and sponsored content provided additional support.
The ease-of-entry and regular communications contributed to the sweepstakes’ success:
- Likes on the Facebook page grew by 14 percent.
- Nearly 500 entries, and more than 1,500 views on the sweepstakes signup page.
- More than 790,000 advertising impressions on a relatively small budget.
Additionally, the average weekly impressions and engagement on the Facebook Page were significantly higher during the contest. We’re continuing the momentum by sharing relevant content such as special events, new businesses and development, and positive news stories, on the Page.