Reaching Readers On Facebook: Is it still worth it?

When an author’s reach is dropping, and their likes are getting fewer and fewer, the only logical question to ask is, is Facebook still worth it? This is a dilemma many authors are beginning to question as they set up their marketing goals for the coming year.

In general terms, the answer to this question is unequivocally yes. According to the latest statistics from places like HootSuite and The Social Shepherd, Facebook garners roughly 3.065 Billion users DAILY; that means close to one-third of the entire world population is on Facebook at one point during their day! That means the odds of finding new readers there seem to be extremely high, right?

The question then becomes, is an AUTHOR’S audience actually on Facebook? Is the ideal reader a part of the 3.065 billion monthly active users on the app? And if so, how does an author reach them, and what types of content truly attract them? 

Are My Readers On Facebook?

This question seems to be a rather odd one to ask since the statistics say almost one-third of the world population is on there at least once a day on average – however, that number needs to be broken down. 

The leading number of Facebook users is actually from India, coming in at a little over 378 million active users, while the United States comes in with drastically less at 193 million active daily users. That’s only 5.74% of all Facebook users.

In part, the answer to that question is found in Facebook’s practice of prioritizing paid content over organic content (because the mighty dollar speaks). No matter the type of post shared, the potential audience is less likely to see it unless the author “boosts” the post to reach them. Around 70% or more of the content now seen on the platform is a combination of ads and boosted posts.

Lastly, it is something that many authors don’t like to acknowledge – it may have to do with the kind of content being posted.

How do Authors get people to like, share, and comment on their posts?

Contrary to what others might think, repeatedly posting the same content won’t get the desired engagement unless it’s paid for. For instance, if someone posts about the same book every time they post on social media, their followers may become bored or disengaged. Instead, what they post should have a purpose; it needs to fulfill a need, want, or desire within their intended audience. Simply put, what’s needed is a social media marketing strategy and a purpose behind every Facebook post.

Some may scoff, but it’s the reality. Nobody wants to see the same books over and over. Instead of overwhelming your followers with similar posts about your work, aim for balance. A general rule of thumb is 20% of your content, and 80% of content on other topics to engage their interest.

People like, share, and comment on posts for three main reasons:  

• One Emotional Reaction: People engage with posts that make them feel something—whether it’s laughter, nostalgia, anger, or empathy. Emotional connections are powerful, and this is why storytelling works so well on Facebook, when an author shares a personal story, a behind-the-scenes look at their writing process, or a post that tugs at heartstrings, they increase the chances of engagement.
• Two Relevance: People are more likely to engage with content that resonates with their current interests, needs, or concerns. This is why it’s essential to understand what matters to readers and tailor content to address these topics. For example, posting about book recommendations, reading tips, or sharing book launch news will resonate with your audience if they’re book lovers.
• Three Relatability: If your content makes people think of someone else, they’re likely to share it. Posts that involve relatable experiences, such as a quote or a story that mirrors a person’s life or experiences, encourage sharing. This is particularly true for posts that spark conversation or invite comments from followers.

Pro Tip: If posting about your books, think beyond promoting the book. Instead, share why you wrote the book, what inspired you, or any behind-the-scenes moments that reveal your creative process. These posts humanize your brand and make your followers feel more connected to you as an author.

You can revitalize your Facebook presence by diversifying your content and focusing on meaningful engagement. Facebook is still a powerful tool, but you must approach it with a clear strategy that focuses on creating connections rather than just selling your books. Engage emotionally, be relevant, and make sure your content resonates with your readers.

Other ways to extend your reach on Facebook

• Facebook Groups: Don’t underestimate these. They are a powerful tool and a ready-built audience.
• Facebook Advertising: While authors may not like it, Facebook stores a ton of data on its users, making it one of the best places to spend advertising dollars as it can target highly specific audiences. Such as:
  • Facebook Mailing list builder – A form of advertising that collects users’ email addresses
  • Facebook Funnel – A form of advertising that funnels people to a specific page or product
  • Facebook Store – A form of advertising for products (and selling them) through a store on Facebook
  • Facebook Groups – Advertise your group to grow it and funnel readers into ARC teams/Launch teams
• Facebook Pages: These can be a great way for an author to keep readers up to date

In summary

When Facebook May Not Be the Best Option

1. Younger Demographics:
   • Younger audiences (under 25) are less active on Facebook, gravitating toward platforms like TikTok, Lemon8, YouTube, and Instagram.
   • If your target readers are younger, you may find more success on visually driven platforms or those with viral content potential.
2. Low Organic Reach:
   • Facebook’s algorithm prioritizes paid content over organic posts, which means authors may need to invest in ads to see significant reach.
   • For authors on a tight budget, this can be a limitation.
3. Time Commitment:
   • Managing a Facebook presence, including posting, engaging with readers, and running ads, requires consistent effort.
   • If time is limited, focusing on platforms where your target demographic is more concentrated may yield better results.

Have you seen Author Central yet?

What has been your experience with Facebook over the last year? Curious Authors want to know.

The MRC conducted a poll on LinkedIn, producing the following results:

An overwhelming majority (71%) have experienced some decline in engagement, with a notable portion reporting significant drops. This suggests that Facebook may no longer be an effective marketing tool for authors. Conversely, a quarter of respondents noted no change, while a small minority observed positive growth.