Big news from Facebook: From now on, every Facebook page admin can promote their recent posts to reach a wider audience – it’s called Promoted Posts. And this is, of course, a paid service.
The idea is simple. If you have a Facebook page, and you’ve written an update (status update, new picture, video, etc.) some of your fans will see it and some won’t.
This is all calculated by the Facebook’s EdgeRank algorithm. If Facebook feels that a given user is probably interested in this particular piece of content, it will show it to them.
In essence, Promoted Posts let you expand your reach. You are still targeting your existing fanbase, but this time a bigger portion of it will see your post.
Here are the two main differences between Promoted Posts and normal Facebook Ads:
- Facebook Ads – you can target whoever you want, including people who have already Liked your page and those who haven’t. Promoted Posts – you can target only people who have Liked your page – your fans.
- Facebook Ads – shown in the sidebar. Promoted Posts – shown in your fans’ news feeds.
How to Get Started
First of all, your page has to have at least 400 likes. However, Facebook is rolling this feature out gradually, so you might have to wait a while before you can use it.
Every time when you post an update, there’s a new link in the bottom-right corner labeled as “Promote.” When you click it, you can set your promotion to “public” (everyone fan of yours can see it), or you can specify more narrow targeting based on location and language.
Next, you have to set your budget. What’s interesting here is that this time it’s the lifetime budget, not daily budget.
Now, your promotion won’t run forever. It can only be live for up to 3 days from when the post was first published. So, for example, if you decide to promote it on the second day, you will only have two days of promotion left.
Every promoted post is tracked in the Ad Manager just like your standard Facebook Ads, so you can monitor your clicks, reach and other stats.
What to Use Promoted Posts For
The big fact here is that fans are two times more likely to spend money than non-fans. Every promotion targeted towards your fans is surely worth the effort.
Some possible things affiliates can promote:
- Lead generation offers, squeeze pages, email landing pages.
- Local sales and other events.
- Discounts, coupons.
- New products or services.
- Facebook-specific promotions (“click the Like button and get something in return”).
Some clever usages of Promoted Posts are probably yet to be developed. The service is ultra-new, so there isn’t much info about it yet.
Do you plan on using it as one of your promotional methods?