We all know by now that Facebook has a huge number of users, but have you ever thought about how many connections that leads to?
There are more than two billion connections between users and local businesses, according to a Facebook representative. In a given week, local business Facebook Pages gather 645 million views and 13 million comments — making Facebook an excellent platform for engagement.
Promoted Posts can be a great way for your small business to engage with a bigger segment of the Facebook audience in a meaningful way.
Promoted Posts’ Launch & Introduction
After Facebook announced last May that the average Brand Page’s content is only seen by 16% of its fans, it rolled out Promoted Posts in June — giving businesses an opportunity to pay to reach more than just that 16%. Promoted Posts lets you pay money to get your content predominantly displayed in front of current and potential customers on their News Feeds.
When Promoted Posts first launched, it only offered the ability to promote posts to your fans. In August 2012, it added a feature that let brands promote content to “Friends of Fans” as well. This addition is especially meaningful when you realize that 70% of consumers trust brand recommendations from their friends.
Facebook also eventually gave Pages the ability to target their posts to users with a specific location, age or gender.
Are Promoted Posts an Effective Marketing Strategy?
It’s important to remember that Promoted Posts is a content marketing strategy. Keep in mind that Facebook has certain rules about what content can and cannot be promoted. If your business is going for an image-based strategy, any images you market through Promoted Posts cannot contain more than 20% text, or they will be rejected. Any rejected post will still exist on your page and can be shared organically, it just can’t be promoted through a paid service like Promoted Posts.
No one, small businesses included, wants to spend money on an online marketing campaign that doesn’t work. Fortunately, with Promoted Posts, Facebook makes things simpler by emailing you an itemized receipt after your Promoted Post campaign ends. This receipt shows how much of your budget was spent marketing toward fans and friends of fans, as well as how many clicks and impressions were driven by the promotion.
Additionally, by using the Admin Panel at the top of your Facebook Page, you can see organic reach compared to paid reach. This will give you an idea of the impact of your promotion, and help you make smart marketing decisions based on your budget and what will give you the best return on investment.
In general, it appears that when you’re on a small budget, Promoted Posts can be a great way to target your audience.
Do you use Promoted Posts to boost your small business’ content? What has been your experience with Promoted Posts? We’d love to hear more about your thoughts in the comments below. Contact our social media team for help coming up with an effective social media marketing strategy integrating Promoted Posts.