K atie c ouric

Driving Down the Cost of Acquisition of a
Follower
Anyone can use the page like ads on the Facebook advertising platform, but
the real game is driving down the cost of acquisition of a follower to as
little as possible. To do so, you need to find the right content that matches
the audience you want to reach and that gets them to click the Like or Share
button. You need to spark motivation or intrigue them by finding content
that resonates.
There’s a misconception that when you use the ad platform you’re just
buying likes of followers, but this isn’t true. You’re paying Facebook for
the opportunity to put a piece of content in front of someone. Then that
person has to opt in and like that content, which you can’t force them to do.
It’s like paying for advertising space in a newspaper or magazine. You can
pay for the ad, but it doesn’t mean that people will call or come in to your
business.
When you have great content, Facebook’s algorithms pick up the fact
that people are resonating with your piece of creative, which allows you to
spend less. Facebook’s advertising system operates as an auction. If your
content is really good and people are responding, Facebook will keep
running the ad and let you run it for cheaper in the auction. On the other
hand, if you have a poorly performing piece of content, Facebook will

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allow you to keep running the ad, but your cost will be extremely high
because the content isn’t as valuable to the platform. This is Facebook’s
way of policing the system and making sure there’s valuable content in the
ecosystem.
Whether people like, comment, or share your posts it gives them more
exposure and allows you to spend less to market your content. This concept
isn’t anything revolutionary and can be likened to processes that took place
off-line before the digital age.
When the Beatles first started, they were playing at venues throughout
the United Kingdom and Europe. They often had to pay to go to those
venues, and in the beginning they funded their own tours. If they hadn’t
played well or people didn’t like their music, they wouldn’t have had a
good return on their investment. But since they did do a good job (or a great
job by most music-loving people’s standards), their success spread. They
got more and more fans because they were valuable and word of mouth
spread the message about their music. The same concept applies to digital
—if your content isn’t good, it won’t spread. And if it is, it will—provided
people have the opportunity to respond to it.
So how do you know if your content is good enough and resonating?
Look at the metrics. If people share and like your content, you’re in a good
position. And always keep our friend ROI in the back of your mind. If it
isn’t happy, you need to pivot. Take the data from the advertising platform
and leverage it to understand what it will take to get people to follow you.
What content are people sharing? Are people clicking through to your blog?
What does it take to get someone to buy a ticket or make a transaction of
any kind? Discover the system that works best for you.