Business information written specifically for newspaper advertising departments

The Power of Facebook Promoted Posts

Promoted posts allow paying businesses with a Facebook page to promote a particular piece of content to not only their existing fans, but also to those fans’ Facebook friends. This allows businesses to grow their audience without breaking their budget.

Many have already recognized the great potential Facebook offers businesses. The social media giant allows both nationally recognized brands and small businesses the invaluable opportunity to reach their existing audience and widen that scope by connecting with potential clients. You and your advertisers are no doubt aware of Facebook’s business and advertising features, but if you haven’t already, it’s time to consider the power of Facebook promoted posts. These posts allow paying businesses with a Facebook page to promote a particular piece of content to not only their existing fans, but also to those fans’ Facebook friends. This allows businesses to grow their audience without breaking their budget.

While this strategy may seem at odds with your own advertising services, it’s really not if you approach it as your community’s advertising consultant. Your clients will appreciate your knowledge and expertise in all of the latest advertising trends and their benefits. Moreover, some of your clients may even pay your department to run their Facebook page or other social media profiles if you’re willing. There’s so much out there in terms of social media, that it can become daunting, and novices may be willing to spend some extra cash to have someone else do it for them.

With that said, we’re ready to break down the why and how of Facebook and its promoted posts. Mashable’s Lauren Drell offered some illuminating stats regarding the potential of Facebook and promoted posts for businesses in her article, “Can Promoted Posts Help Your Business?” Once you’re convinced, we have walk-through steps for creating your promoted post campaign on Facebook.

Why Facebook?

• Facebook offers businesses the chance to connect with its 1.1 billion users

• Facebook’s ad platform already hosts 1 million active business users

• Roughly 70 percent of Facebook’s monthly active users in North America are connected to a local business

• Local business Facebook pages attract 645 million views and 13 million comments weekly

• Drell cited a Syncapse study that found a Facebook fan is worth — based upon product spending, brand loyalty, recommendation potential and more — approximately $174

While this strategy may seem at odds with your own advertising services, it’s really not if you approach it as your community’s advertising consultant. Your clients will appreciate your knowledge and expertise in all of the latest advertising trends and their benefits.

Why Promoted Posts?

• More than 7.5 million posts have been promoted since their launch in June 2012, and that number is steadily rising

• In August 2012, Facebook launched a feature that allows businesses to promote their content to friends of fans

• Seventy percent of consumers trust brand recommendations from their friends, because it gives those businesses an air of legitimacy because it comes pre-approved by those they know personally

• Following a promoted post campaign, Facebook will email you a receipt with the campaign’s results, which allows businesses to see just how their money was spent

• This receipt will tell you how much of your budget was spent on fans and friends of fans; how many clicks and impressions your post received; how many likes, shares and clicks it got; and the number of people who liked your page after seeing the post

How to Create a Promoted Post

1. Create the piece of content you want to share. This can be a photo, video or whatever you think would most resonate with your audience.

2. Promoted posts using a photo cannot contain more than 20 percent text, or else your application will be rejected. While this may sound like a complicated barrier, Facebook comes equipped with a grid tool that will help you figure out whether your post fits these requirements. If it exceeds the 20 percent rule, you can still share it on your Facebook page, you just can’t pay to promote it.

3. Click the megaphone icon above the post or the “Boost Post” link underneath.

4. You can determine whatever budget you see fit, however, keep in mind that $10 will go further for a Facebook page with 5,000 fans than one with 20,000.

5. Select whether you want to target fans and friends of fans or if you want to target a demographic. The demographic options include location, gender or age. If you choose location, you can be as general as country, state or province or you can specify a city.

6. A promoted post runs for one to three days in users’ news feeds, but it will always remain on your Facebook page.

7. You can cancel a promoted post at any time.