A promoted post is a piece of content that is used for advertising purposes on Facebook. It allows a post to appear more frequently in the newsfeeds of a company’s fans and/or friends of those fans, depending on the level of promotion chosen. The equivalent of this kind of advertising is referred to as a “promoted Tweet” on Twitter, or as a “Sponsored Update” on LinkedIn. On websites, the equivalent is native advertising.
Promoting a piece of content on Facebook means utilizing the Ads Manager. It allows you to choose the page you want to advertise, as well as a variety of targeting, pricing, and bidding options. Content can be advertised to a page’s fans, larger social circles, users with specific interests, and more. It’s the best way to spend advertising dollars wisely because many options are available.
Quick promotions can be created with the “Boost Post” function. It can be found at the bottom of any post without the need to access the Ads Manager. Options are more limited than the traditional promoted post option, so it’s only a good choice when promoting content to specific people, or promoting content to people who are already fans of the page.
Facebook’s algorithm does not allow for every post to end up in every friend or fan’s newsfeed. In addition, organic reach has been declining on the platform, which means it’s getting more and more difficult for brands to reach a large audience. If a company wants to reach its entire network, a post must be promoted.
The biggest benefit of a promoted post is the fact that a company has control over who sees the post. In addition, it can increase the number of people exposed to the content. Depending on the options chosen, it can reach a wide audience with certain interests, every fan of a particular page, every friend of all those fans, or handpicked Facebook users.
The post will appear like other items in the newsfeed, greatly increasing exposure. However, due to FTC guidelines, the post will be labeled as a sponsored item.
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The most suitable types of posts for promotion include:
Certain posts can also be used to drive traffic to a company’s website. All posts work best when promoting to existing fans. They aren’t the most effective way to reach new customers.
Companies can promote their own posts, but they can also promote other posts. For example, a company can promote a post created by an influencer who has a relationship with the company. This type of post is an authentic way to connect with customers and clients, and it can result in higher rates of engagement when compared to traditional promoted posts.
A promoted post must be purchased, so getting the most out of the post is important. Tips for creating an engaging post include:
It is also important to view the statistics of the promoted post. Digging into the activities of users viewing the post can uncover information about how well the post is doing. This can help a company learn what kinds of posts are most effective when promoted, and whether a post is popular enough to be promoted again.