Recently, Facebook introduced a new tool called 'Promoted Posts' which allows page admins to increase the reach of their pages' organic content and engage more of their fan base. Before the release of the new tool, Brand Pages were limited by Facebook's EdgeRank algorithm which ranks and produces content based on the assumed interest of any given user. With the new Promoted Posts tool, your business is able to extend its reach beyond what was originally possible. However, Facebook has yet to clarify how much of an increase its Promoted Posts will have on your brand's fan base.
With the new feature, your business is able to promote any eligible post such as photos, status updates, offers, videos, and questions. Promoted posts, which can run for up to three days, will have the ability to reach not only fans of your business, but also the friends of people who have shared, commented, or liked the post. Brands are now able to pay as little as $5 to extend the reach of a specific post.¹
How To Show Up In Facebook News Feed:
Facebook users will see Promoted Posts marked as "sponsored" in their news feeds, not on the right-hand side bar where Facebook ads are traditionally placed. In addition, the promoted post tool, which is available for both mobile and desktop, allows businesses to geo-target a specific location or language in order to make the most of their promotion.
You might be asking yourself, why should my business use the new Promoted Post tool? Well, the answer is simple: if your business wants to promote organic content in order to increase fan engagement, then this paid offering is for you.
Here are a few best practices for best results: ¹
- Dynamic photos and video: Promoting photos of a new product or service launch is a great way to attract the attention of current and potential fans.
- Posts about Facebook Offers, specials, or discounts can help increase the number of people who see and claim your offer. This will result in more business and increased fan interaction with your page.
- Exclusive events: promoting events such as a webinar or daily special will increase the number of fans talking about your page.
- Posts about eBooks and other lead generating offers
- Questions: By promoting questions and allowing fans to answer them, you are able to express that your business values what they have to say, as well as learning a thing or two about your target audience.
One question remains: how will the new Promoted Post tool be received among Facebook users? As for now, I believe only time will tell. Initially, the introduction of the new tool will be successful, helping businesses generate increased revenue, while allowing companies to expand their reach. One thing that will have an impact on the success of the tool will be the ability to measure results; as any good inbound marketer knows, the only way to understand the success of a marketing strategy is to measure its results.¹
Fortunately, Facebook has it covered.
Facebook will automatically generate results for any Promoted Post you create. Not only will you be able to see information such as click-through rates, but you can access the Promoted Post flyout that includes the number of people your post has reached and the budget that was spent on the post thus far.
Today's marketers are looking for new ways to provide valuable content, whether it be videos, photos, offers, or events. Facebook's new Promoted Post tool allows business to pay for certain posts to be more prevalent on news feeds which, in turn, results in a larger percentage of people who will see your posts. With Promoted Posts giving marketers the ability to increase reach and track results, Facebook's new tool will introduce new techniques that may redefine your brand's online strategy.
Image courtsey of Lauren Drell