Tommy Swanson 05/05/2019

How to get 100,000 likes on Facebook

Page likes on Facebook could be more valuable than you think. While organic reach is hard to come by these days, your page size can have a meaningful impact on your Facebook advertising. Back in 2016, Facebook shared some internal research with us that highlighted how when a user has a friend who likes an advertiser’s page, the user is more likely to recall that ad. Makes sense to anyone who’s ever browsed a feed before. Anecdotally, we’ve seen this to be true with our own clients time and time again.

So I want to share a strategy that can help smaller pages get off the ground and take advantage of some of that social validation. The strategy is based on a little-known fact: If you have under 100,000 likes on Facebook, you can invite people to your page who have reacted to your content.

Pretty great, huh?

There are a couple of reasons why I like this strategy so much:

First, paid page like campaigns have become increasingly cost-prohibitive over the last several years. From what I’ve been told, Facebook has removed all engineering talent from this objective, as it’s not one they advocate for because it distracts people from objectives that are clearly correlated to revenue.

Second, it builds the right audience. You’re inviting people to your page who’ve shown through their behavior that they are likely to engage with your content.

So how do you scale and automate this?

1. Boost content to your ideal audience.

This can be done manually. That said, we love to automate things whenever we can. Tools like Reveal or AdEspresso allow you to automatically boost content on your page with predefined audiences and budgets.

2. Allocate additional budget to posts with a low cost per reaction. 

Similarly, we prefer to automate this process through Reveal as well, although it can be done manually. For posts that have met certain criteria (between $0.03 and $0.05 per reaction with at least 1,000 impressions, for example), Reveal will add additional budget to that ad group.

3. Invite people who have reacted to the page.

You’re almost there!

Facebook doesn’t want you spending your entire day sending invitations, so you are limited to roughly 200 to 300 invitations per day. But it’s important to note that the limit is on a profile level, not a page level. This means anyone who has any role (even a page analyst) on your Facebook page can invite 200 to 300 people per day.

So how does it work? Well, it’s about as simple as it sounds… 

Now, if you have an appetite for automation, there is a tool that can do this part for you as well. You can find that here. Although the tool says it’s not against Facebook’s TOS, I would exercise some caution.

That’s it! You’re on your way to a bigger and more engaged Facebook page.