With organic reach declining, it’s becoming harder to ensure that your fans will see the content you post on your page. In order to combat that, companies on Facebook have increased their use of Facebook’s Ads system.
But what about a regular post that you want to make sure gets seen? That’s where promoted posts come in.
When you decide to promote your post on Facebook, you are taking part in part of Facebook’s Ad system. You pay to make sure that your post is seen as much as possible. The more you pay, the more people may see it.
So what exactly is a promoted post? We can help answer that question, as well as teach you how to actually do so on Facebook, and when you should.
What is a Promoted Post?
There are ways to increase the likelihood of your post being seen despite the constant competition in your fans’ newsfeeds. We talk about these tactics in our blog post here.
Sometimes, though, these tactics aren’t enough. When that’s the case, you need to look at paid methods of increasing visibility.
Using promoted posts is one of the best methods of doing that.
So what is a promoted post exactly?
Promoted posts are a paid method of advertising in which you pay to have your posted content (not an ad) appear in the newsfeeds of those you choose.
This technique is often used get your content in front of those most likely to engage with it. It is also used to show your best content to users in your target audience. With promoted posts, you get to specify your target audience, even if it is within your current fans. This means highly targeted traffic will be seeing exactly what you want them to.
This can mean that they’ll be most likely to make a purchase, click on your link, or leave comments and likes that can garner the attention of their friends on Facebook.
Promoted posts are slightly different than boosted posts. For more information, a great resource that can clear up any questions can be found here.
How To Promote Your Post on Facebook
Your promoted post will start out with humble origins as a regular post on your Page.
Once you select which post you want to promote (helpful tips on this come in the next section), you go to your Ads manager to create an ad.
When asked for your objective, Page Post Engagement is what we’re going for.
After selecting this objective, a drop down menu will your past posts. Select the one you want to promote (I chose a post advertising one of our articles) and hit “continue.”
You next get to preview your ad and choose where you want it to appear. You chose between the desktop newsfeeds, mobile newsfeeds, and the right column. You can select all three.
When you’re looking at the actual ad, don’t forget about the 20% rule: no more than 20% of the image can be text.
After you’ve viewed the actual ad, you select your audience.The targeting options are the same as for any other type of ad. To learn more about how to target the right people for your business, you can see our Facebook Ads Formula.
You can choose a custom audience, or target based on demographics like age, location, language, and behaviors.
Once your audience is properly targeted, you choose your budgeting options.
To the left, you can see your estimated daily reach, based on your targeting criteria and budget. If your reach is lower than where you want, consider revaluating your audience or budget.
Click on Place Order at the bottom, and once your Ad is approved, you will have officially promoted your post on Facebook.
When You Should Promote Your Post
Facebook is a fantastic vessel for advertising and brand building, but not if everyone misses your campaign entirely.
There are ways to increase the likelihood of your post being seen. We talk about these tactics in our blog post here.
Sometimes, though, these tactics aren’t enough to cover the difference between your entire audience and the estimated 16% that will see your posts organically. 16% might be a lot, but it’s unlikely in most circumstances that it will be enough.
If you know that you want to promote a post but you’re unsure which one, a good choice could be selecting one of your most popular posts.
The fastest way to see which of your posts was most popular is to check Insights via your page. You can find Insights above your cover photo on your Page. All you have to do is click on the tab.
From there, click on the posts tab. Under the posts tab, you can see all your posts and evaluate which ones were successful and which were not.
You can also view how many people clicked on an outbound link. In this example, only a few actions were taken, but nineteen out of two hundred and forty-five people reached clicked on the link.
Promoting your most popular posts is always suggested. If you know that you had a post with strong content that didn’t perform well due to a factor such as the time of day, you could chose to promote that as well.
If you have a post that is advertising a new product or service that you find to be important, promoting it via the Ad system is suggested as well. Posts advertising blogs are another good source of content to promote. Any information that you think your fans or potential customers need to know should be promoted when applicable.
More helpful factors to consider include:
- Will the post be relevant in several days when it is actually run? A breaking news story, for example, might not.
- Whenever applicable, include a visually appealing picture.
- Waiting more than eight hours after publication can give you a better gauge on how successful your post was than if you see someone like it right away and decide to promote it, only to find the original results disappointing later.
- Having a call to action can be important if you want an action to be taken as a result of this post. Including a post with a link to your site, landing page, or newsletter sign up is often a good idea. You want to showcase your best content, but also to see results from it.
- There’s a reason Facebook titled this objective “Page Post Engagement.” You’re looking to reconnect with fans or find new ones, and you’re looking for them to interact with your post as opposed to an ad. Having a post optimized for engagement is important. Tactics like asking questions, combined with putting your best content foot forward, is the way to go.
- If you have an Offer or a Contest going on, promote the heck out of it. These are two special events you want everyone to see and take part in. A lot of excitement can stem from money saved, giveaways, and discounts, so take advantage of that with a promoted post and spread that excitement as far as it will go.