Everything in life comes and goes. Sadly, photographers using Facebook to promote their work is coming to an end. It wasn’t that long ago when newsfeeds were sorted by the things most recently posted and not by what Facebook thought we’d be interested in. There was a time when followers of any given Facebook Page would scroll through their newsfeed and they saw every photo or status posted. The good old days are behind us. Facebook’s algorithm is a bottomless, money hungry pit. After making some huge mistakes on Facebook, I now realize that Instagram is the only platform that provides photographers with the greatest reach.
Almost every photographer using Facebook has spent months and years building a following on Facebook, only to be disappointed. Personally, I cannot count the amount of marketing books and articles I have read to gain knowledge on the best way to use it. From experience, I learned to always provide a link to my page on all other social media platforms. On Facebook itself, I tagged my page shamelessly on other photography groups and on the FStoppers articles I have written. After four years, I finally reached over 50,000 followers. As excited as I was, I also felt heavy-hearted. Knowing that people are trying to follow your work, but will never see it is nothing short of bittersweet.
MY BIGGEST MISTAKE WHILE USING FACEBOOK
Two months ago, RGG asked me to boost a few of my posts for the upcoming release for my tutorial. We wanted the extra reach, but nonetheless, I had a bad feeling about it. I did it anyways. We spent over $2,000 from our budget to boost posts for a week, advertising the tutorial. Now, while the reach was tremendous, every post after that tanked. I have strong reasons to believe that Facebook notices if you're willing to spend money to boost posts and automatically cuts your organic reach to get you to boost posts again. Facebook is not what it used to be. Before they went public, Facebook was a way to connect humanity. After becoming public, Facebook became a business and like any business, the company needed to find ways to generate profit. Ever since then, Facebook’s algorithm has been constantly changing and evolving with ways to help bring in cash. Giving Facebook my money was a mistake I made that crushed my page and now it is nothing but useless. Do not under any circumstances even dare give them your money; not only do they take it and barely give anything in return but they will try to suck you dry.
It’s possible to argue that Facebook, like any business, needs to make money. But honestly, how far are they willing to push the limits before people leave them behind for another platform? Just look at MySpace. Seeing my posts reach 1/10th of my followers these past few months has me running for the hills. I’m running from Facebook into the loving arms of the newer, hotter model: Instagram. My feedback on Instagram has me convinced to put all my time and effort there. With only half the fans on Instagram, I’ve been getting double and even triple the feedback.
For those who still find this hard to believe check out this video that explains the issue in depth.
Let me conclude by saying that while Facebook has it’s issues, it is also an excellent form of communication. There is no question that it’s difficult to connect one on one with friends and followers on Instagram. With that being said, I still use it to converse privately with other photographers. However, when it comes to promoting my work, Facebook is no longer the place I do it. It is nothing but a disheartening experience.