When it comes to wanting growth or engagement for their Facebook pages, most business owners say they want both. Whilst having both is great, significant fan growth will always impact your engagement rates.
The reality is, most people are not on Facebook to see your business’ page posts, they are there for one of two reasons: “…Either to solve a problem or to be entertained.” @JayBaer – President of ConvinceAndConvert.com. Those that are legitimately interested in what your business has to say have likely followed your page, which now leaves you with a dilemma; do you target those that are already on your page and interested in what you have to say/sell, or do you work at attaining additional followers in the hopes that they will become interested in what you have to say/sell?
With Facebook’s new changes, for users to organically see your content they need to engage with your content, having liked your page is no longer enough. The more they engage, the more they will see within their timelines. When you add new followers, you are adding people that have never engaged with your content before, which means they will likely not be seeing it organically. If you want to reach these new users, you will need to be willing to invest in additional time, creativity and money to reach them. Until you do, their lack of engagement will actually negatively impact your reach, even to those that have been consistently engaging with you in the past. A bit of a double-edged sword, I’d say.
Unless you have a brand new page, or have very low engagement rates, you may want to consider a slower growth process. Focus on the followers that you have currently, those that are already interested and engaging because you are helping them solve a problem or are providing some form of entertainment to them. If you are going to add new fans, seriously consider using the paid promotion tools provided by Facebook, ex. Promoted posts, as you will want to be engaging these new users right away.