The social media landscape is constantly changing and evolving. How are you keeping up with it?
As the social media landscape evolves, so too do our techniques, tips and tricks here at FireTower Marketing for helping your business with the best ways to reach your target audience.
Organic reach was once a viable strategy on Facebook, but it has been vastly outperformed by ads and boosted posts in recent years. If you’ve managed a Facebook business page over the last year you may (hopefully) have noticed your organic results being significantly throttled. Why is that? Well, Facebook is a business as well, and they’ve started re-writing the rules…sorry I digress. This post is not about advanced FaceBook advertising for small businesses, but merely to distinguish between two ways of spending your hard earned advertising dollars on FaceBook; the ‘Boosted Post’ and an ‘Advertisement’.
Ads on Facebook appear in a user’s newsfeed amidst posts from their friends and liked pages. While they might not look any different from a regular post you scroll through, they are identified as an ad by a note that says “Sponsored Content.” *Side note, I have not found a study about how that little disclaimer impacts engagement, but I would be really interested to read into that. Facebook ads come with a suite of analytics options to help track engagement, as well as targeting options that let you select who sees your ads based on demographic data.
Another difference from a regular Facebook post is that ads give you far more formatting options, including slideshows, carousel ads, canvas ads and more. Additionally, you can choose different ad formats for specific objectives, such as collecting leads, generating website clicks, or presenting your full product line with a dynamic ad.
Less complicated than a Facebook ad, boosted posts are just a normal Facebook post for which you pay to be exposed to a larger audience. There are no tracking features or advanced formatting options; only the standard Facebook post options are available. You can boost any post on your page when you first publish it or at any time thereafter.
Waiting a bit is usually the best practice. After you do an un-boosted post, watch it for a few hours or days to gather preliminary engagement data from your existing audience in the form of likes, shares and comments. High-performing posts that have already proven their engagement value are the ones I would consider boosting.
How do you choose between these two forms of Facebook advertising? What advantage does an ad have over a boosted post, and vice-versa? The answer depends on your goals. If you want to see instant conversions, such as website traffic, inquiries, purchases, or other definite actions directed at the sales funnel, an ad is the way to go. If you want to build brand awareness, and get a certain time-sensitive message out, boosting a post is the usual choice.
So Here’s What I Do – If I am looking to convert impressions into a certain action I build out an advertisement so that I may use analytics and AB Testing to optimize my ad to increase the conversion rate over the time of the advertisement. If, on the other hand, I’ve got some great content to post that is performing well across my audience, I may consider Boosting it to reach a greater audience that may engage with said content. Again, just to reiterate, in this case my goal is not necessarily to instantly drive sales conversions, but to engage with and hopefully increase our following and brand awareness.
So what should you do? Just like most things, a healthy mix of BOTH.
In the end, the best Facebook marketing strategy will include a healthy balance of advertisement campaigns to harness the power of the advanced analytics and boosted posts for promoting relevant, organic content.
If you have any questions about the distinction between the two ways of spending money on Facebook, or social media tips, tricks and techniques please feel free to reach us at FireTower Marketing!
Please call: 802.585.1470