If your Facebook page has at least 400 fans and no more than 100,000 you may have noticed a new feature when you post content, Promoted Posts. This is a new advertising feature from Facebook that allows your content to appear not only in the news feeds of the people who like your page, but in the news feeds of friends of the people who have interacted with your post.
When you decide your post can really impact your page and generate more engagement a Promoted Post may be something you want to try. This content may be a special offer, company news, a client highlight, what ever you think will gain more attention, drive an action and/or get people talking. Below you’ll find a list of tips from Facebook.
To create a Promoted Post simply click the icon on the option at the bottom of your status update. Facebook has already decided based on the number of fans you have what they think is a fair budget for your post. For instance, if you have about 8,000 fans the budget set may be $15. This will run the promotion over a 3 day period to an estimated 1900 people, for example. You can also adjust the budget based on your needs. This budget is for the lifetime of the promotion (currently 3 days) not per click or per day. Once your promoted post is live, it will appear in news feeds with a “Sponsored” label on the bottom.
Facebook users will see promoted posts labeled with “Sponsored” in the news feed (not in the right rail where Facebook ads live) both on desktop and mobile. Promoted Posts have the same targeting ability that regular posts do, so you can geotarget just to your company’s area to get the most bang for your buck.
You have the option to target a specific location or language from the “Public” drop-down menu under the sharing tool. Be aware, targeting an audience based on location or language will most likely decrease the estimated reach of the post.
To target a specific location or language, click on the “Public” button under the sharing tool when you’re creating a page post, then select “Location / Language.” To do this enter in the location you want to target. You can choose by country, state/province, city and language. Then click Okay to finish.
You can also pause a Promoted Post. To do this go to your Page timeline and find the post you’re promoting. At the bottom of the post below where people can add a comment, click on the “Promoted for $X” button. At the bottom of this page, click on the “Stop Promotion” link. Your promotion will be updated and the button will say, “Promotion Paused.” To un-pause, or restart, follow the same steps.
You can see your Promoted Posts performance very easily too. Look at the bottom of the post in the links to the left of the Promote button. Hovering over the link to the number of people reached will give you more information about the people who saw this post, including information on your organic reach, viral reach and paid reach.
Hovering over the percentage link will give you insight into the total percentage of people who like your Page that you reached through the promotion.
To help you and your business succeed with Promoted Posts, Facebook put together a list of four tips:
Add photos and videos: “People tend to respond to bright, simple and attention-grabbing images, particularly of people using your product or service. For example, you could promote a photo of new products you want to sell. Keep in mind that your Page’s profile picture will show up next to your promoted post so everyone knows its connected to your business.”
Promote offers: “Promoting an offer can help increase the number of people who see and claim your offer. This can help to drive more people to your business and increase engagement on your Page.”
Highlight exclusive events or news: “Promoting posts with exclusive content gets people to talk about your Page and share your posts with their friends. This could be a daily special on the menu, an in-store event or the launch of an upcoming product.”
Ask a question: “Promoting a question tells people that you value their opinion. For example, you could promote a question asking people to vote on a new product or service, which encourages people to have a direct impact on your business decisions.”