What does and doesn’t show up on a person’s Facebook feed is one of life’s great mysteries. There are days when it seems like I’m seeing everything from the pages I follow and days where nothing is getting through at all. Maybe I shut off some feeds, maybe Facebook did. Kind of doesn’t matter, since busy Facebook pages turn over quicker than most people can read them.
Introducing Promoted Posts! The handy-dandy solution designed to make sure all your fans (and some of their friends) see your post every time.
Promoted Posts work like display ads. You write your post, you set your budget then send the post on its merry way. Facebook promises to . . . .well, I’ll let them tell you:
When you promote a post, it will be shown in the news feeds of more of the people who like your Page than you would reach normally. Friends of the people who have interacted with your post will also be more likely to see the story in their news feeds for up to 3 days from when the post was first created.
Let’s be clear. “More of the people who like your Page than you would reach normally.” How much more? Five? Two hundred? And why am I paying for this! Shouldn’t all of my fans see what I’m posting? Isn’t that the whole idea behind fan pages?
Silly me, trying to use logic to understand Facebook.
To make choosing a budget easier, the algorithm magicians at Facebook have done all the math for you. The more fans you have, the more options you get in the drop down. Small pages offer only a $5.00 budget. Bigger pages get to spend larger amounts of money. It’s only fair.
Once you’ve committed the cash, you can run each post for up to three days and monitor the progress as you go along. They make this pretty easy, just hover over the percent reached stat at the bottom of the post and you’ll see the number of people reached and the percentage that came from the promotion.
Of course, to buy into this, you have to believe that Facebook is really counting all these impressions correctly and that’s a whole different topic.
Promoted Posts could be an excellent tool for marketers. I’d recommend using it for timely posts about events or sales, perhaps new product posts. I wouldn’t recommend using it for the random chatter posts. Think of Promoted Posts as a mini press release. If you have something important to say, something that can turn into a conversion, why not toss $20 bucks in the pot and give it a try.
If you do try it, we’d be interested in hearing about your results.