Pay-to-play is the name of the game now when it comes to social media marketing. Promoting your posts on Facebook can make a world of difference in reach and engagement. Typically, a company’s post will only reach about 1% of its followers – unless they put some money behind it.
Facebook’s algorithm is built to benefit everyday Facebook users, tailoring the content that shows up in their feeds based on their interests for the best possible experience. Facebook shows users content they want to see. When a post starts to generate a lot of activity and engagement, Facebook recognizes it. This tells the algorithm that this particular piece of content is interesting to a lot of people, so it should be shown to even more.
Because of this, promoting posts not only grows paid results, it increases organic results as well. Promoting a post means you’re paying Facebook to favor your content over others, so it will show your post to more people which should naturally increase engagement. With the increase in engagement, Facebook sees the content as more valuable organically as well and it naturally starts to show up in more feeds.
Below is an example from one of our clients who has about 298,000 followers on Facebook. We didn’t do any kind of promotion for the Cinnamon Apple Smoothie recipe, and it got results that were about average for an organic post on this page.
- 1,177 People Reached
- 36 Reactions
- 1 Comment
- 11 Shares
Then we posted a similar smoothie recipe, but this time we promoted the post and we saw both paid and organic results grow.
- 29,069 People Reached
- 974 Reactions
- 74 Comments
- 196 Shares
- 163,840 People Reached
- 5,355 Reactions
- 126 Comments
- 969 Shares
That’s an increase in people reached of 191,732 just from promoting the post.
Results will vary based on amount spent, targeting, and of course, “Content is king.” If you aren’t providing valuable content that people want to see, a great promotion strategy can only take you so far. Results like these, however, are hard to ignore.
You work hard to create your content – don’t let it get lost in the sea of organic posts. Promoting your posts gets your content where it needs to go.