You may have noticed some numbers appearing under each of your Facebook Page’s posts. Facebook now shares post metrics at the bottom of each status update, and for many brands, those numbers are low.
Coincidentally, (read: likely not coincidentally) Facebook recently announced the launch of Promoted Posts. Brand Pages can now pay to have posts seen by more fans.
To create a Promoted Post, write a status update. Then, select the Promote button at the bottom of the post to get a list of prices. Each price point has an associated estimated reach – the percentage of fans who will see your post.
After you make your price selection and post your status update, Facebook also recommends you Pin the post to the top of your page to make it more visible and accessible.
Per Facebook, promoted posts will show in the news feeds of the people who like your Page. If the people who like your Page interact with the post, it can show in the news feeds of their friends. These posts will be labeled as “Sponsored” in the news feed. Unlike ads and sponsored stories, Promoted Posts will not be shown in the right-hand column of Facebook.
We have been told Facebook fans are more likely to purchase, consider and recommend brands to friends. But since Facebook has admitted using an algorithm to rank content based on the likely interest to a user to deliver the most relevant content – a non-paid status update may not reach a large number of your fans.
The new Promoted Posts – and the growing inability to organically interact with fans to grow your Brand Page – shouldn’t be a surprise. Once Facebook went public, it had to keep investors satisfied through significant and continued revenue growth, which means Facebook needs to focus on advertising dollars. The article 5 Ways Facebook’s IPO Affects Brands from Mashable points out,
…with a greater focus on ads, it will become increasingly more challenging for brand managers to fuel organic growth. Valuable, engaging content will always be vital, but without content working hand-in-hand with Facebook advertising, your brand will be unable to keep up in the social space. The days of brands getting significant traction on Facebook organically are over.
What does this mean for you and your brand’s Facebook page? Pay attention to Facebook’s ad offerings. Read case studies about what’s working for companies on Facebook and what’s not, and keep up-to-date on the latest Facebook changes by regularly reading NST’s blog. Create engaging content and try some of the different ad platforms including Promoted Posts, but watch the analytics carefully to see what is increasing engagement. What works for one brand may not work for another.
Will you try Promoted Posts? What do you think about the future of Facebook advertising and what it means for brands?