Getting the most from Facebook for business in 2021

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February 09, 2021

As the country's largest internet infrastructure company, Chorus is committed to helping Kiwi SMEs be more efficient and productive using the world class broadband we now have in New Zealand. We've teamed up with the team at Digital Journey to come up with some advice on a range of digital related topics and today's blog is all about the phenomenon that is Facebook.

People have been touting the benefits of Facebook for businesses since it’s conception, but with the constant changes to Facebook’s algorithms and competition from other social media giants, you’d be forgiven for wondering if it’s still worth your efforts.

So here’s the question: is Facebook still a clincher for building your customer base and boosting brand awareness?

We say Yes!—So long as you stay focused on what’s working right now.


 Because with over 2.7 billion active monthly users and still rising (as of October 2020), Facebook remains the most popular social media platform on the planet. The people that used to like and interact with your brand are still there— they’re just demanding better quality, and that’s a good thing.


Adjusting your strategy

With the latest Facebook algorithm changes, the fundamentals to continue growing your success are no different from previously, in thatyou need to be committed to creating engaging content focused on strengthening relationships with your audience. How do I do that we hear you ask, well…

  1. Avoid the hard sell

Make sure you’re not just using your posts to promote your products and services—if they don’t get filtered out by Facebook, they probably will be by your audience.

Instead, look to building your audience’s interest by giving them helpful, valuable information; seek to educate and build your brand’s authority.

Find areas of interest, like industry tips and tricks, and provide your expert advice.

FB example

  1. Create a community

Work towards creating a community around your brand by engaging directly with your audience and getting them involved.

    • Build discussions by asking questions—these could be quick and fun, or seeking genuine feedback on important business decisions.
    • People like to feel heard so make sure you take the time to reply to comments.
    • Humanise your brand with behind-the-scenes photos and stories—introduce employees, show how things are made, take a tour of your office.  


  1. Focus on quality not quantity

It sounds simple, but invest your time into crafting original, shareworthy, engaging content rather than trying to pump out a stream of mediocre posts—even if this sees you posting less frequently. It will pay better in the long run.

  1. Use native videos and images

The massive success of video content is not a new phenomenon. It goes without saying that if you want to grab your audience’s attention, using quality images and videos is far more effective than simply using text.

But did you know that Facebook prioritises native content—that is text, images, and videos that have been directly uploaded into Facebook?

This means that a video uploaded straight into Facebook will reach further and get more views than a video linked from YouTube. And this holds true for content you link to from your own website.

Whilst it can be handy to share links, try wherever possible to import your content directly.

  1. Use Facebook groups

Since 2018, Facebook pages, and therefore brands, have been able to join private groups and contribute to the discussions much like an individual.  

With Facebook’s emphasis on meaningful connections, these group spaces can be a valuable place to get involved. But be warned: it’s not about promoting your brand directly here, but rather about establishing your authority and building trust by showing that you have something meaningful to contribute.

Find groups that are relevant to your industry and add to the discussion with your expert knowledge and information.

FB categories eg

  1. Invest in what works—for you and your audience

Remember, there’s no one-size-fits-all formula for a successful Facebook campaign. Pay attention to what works best and refine your approach from there.

What has generated the most interest? The most likes? Stimulated the most conversation? Don’t forget to use the Facebook Insights tab to see which posts have had the most clicks or views.

Also try and learn about your target audience—who is it you’re trying to reach? Again, Facebook Audience Insights can be a useful tool for showing  who interacts with your content and how they do it.

All this helps you to build a picture of who’s actually paying attention to your brand, and how you can structure your content to best suit them.

FB metrics

Taking the next step with paid ads

At the end of the day, with so many variables in the mix, if you really want to reach more people on Facebook then the best option can often be to pay. Over nine million active advertisers already adopt this strategy, making Facebook the most popular social media advertising platform.

Aside from having a pool of billions of potential recipients, Facebook adds are popular because they’re easy to set-up, good value, and their micro-targeting features are second to none. This means that by choosing specific audiences or locations, you are only paying to reach your most valuable potential customers.

There are a wide number of advertising options and formats, but for small businesses, one of the most popular—and easiest—is simply to ‘boost’, or sponsor, an already popular post.

Boosting a post means it will reach more people’s news streams and it can be set up right from your business page. Simply click on the blue ‘Boost Post’ button at the bottom of any post.

FB boost

Stay focused!

In conclusion, Facebook for business is far from dead. But you need to be smart. Focus on creating engaging content that builds communities and strengthens customer relationships, and your fans will reward you.

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