Alcance de las publicaciones: tácticas para contrarrestar su disminución

El alcance de las publicaciones en facebook ha bajado un 50%, esto afecta directamente a las páginas con un número de fans reducido y notoriamente a las que tienen una comunidad mayor. ¿Qué debemos hacer para contrarrestar esta baja?

Haciendo un análisis de la situación, ya no basta con la creatividad de los generadores de contenidos, se necesita de una inversión monetaria por parte de la marca y un sin fin de horas gastadas por el equipo creativo para que ese dinero no se vea perdido. Tener una estrategia bien definida, una comunidad fidelizada y activa, es ya el detonante mayor para que haya una visibilidad en el newsfeed de facebook.

Mientras las grandes marcas están destinando un gran monto a la visibilidad de sus publicaciones, las pequeñas comunidades dan patadas de ahogados que a veces son infructuosas y la mayoría fracasan.

Es una cruda realidad tanto para las empresas como para los profesionales, si no cuentas con un presupuesto destinado, debes apelar a la creatividad que a veces se ve a gatas con la cantidad de información que el mismo usuario recibe en un solo pantallazo.

Ya no sólo es la creatividad, existen más variables que debes tener en cuenta para construir mejor tu contenido. Piensa en cuáles son las publicaciones que más han tenido impacto y cuáles tienen más interacción, son justo ellas el punto de inicio, la inspiración para sacarla del estadio con el resto de contenido formulado a partir de estos.

La mejor opción para conocer qué les gusta a tus seguidores es analizando sus acciones pero también puedes preguntarles y, dependiendo el tipo de comunidad que manejes, hacer concursos, nuevas propuestas de contenido y empezar a experimentar arriesgando lo suficiente sin pasarte.

El punto de equilibrio solo se logra construyendo conversación, si tu comunidad está cómoda con lo que publicas y siempre espera lo que pondrás la próxima vez, entonces lograrás que no debas invertir tanto en publicidad y sí más en creatividad.


*Imágenes tomadas de gettyimages

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