Facebook Promoted Posts: Pay Up, or Face Up

These days a post on your business Facebook page just doesn’t go as far as it used to. And back in my day we had to trudge a mile through the snow to get to the store (and looking outside right now, it seems like that’s what I’ll be doing today).

By now you may have heard someone complaining about how Facebook changed its algorithms for EdgeRank to favor its own Promoted Posts program. Now, posts on you business pages will reach fewer of your fans’ newsfeeds… unless, of course, you’re willing to pay.

Looking at the Facebook growth from month-to-month for every brand in our publishing company, the drop in new likes was jarring, particularly for November. So with of the brands, we took two different paths to try to solve the problem. Path number one involved paying Facebook (not too much, and not permanently). Path number two was the time-intensive, but free method of posting and tagging. Both are working in their own ways. Here’s my take on the two strategies:

1. Pay up sucker

We took a month with one brand and paid Facebook for Promoted Posts. To maximize the results we got all of our editors on board with a theme for each week, and we tried to put up a quality theme-related post each day.

We spent $130 for the month and saw engagement increase 475% (although that was from a very low starting point). How much of that had to with the Promoted Post spend, and how much was the result of quality themed content, I can’t say for sure. But part of the whole point was to kickstart our EdgeRank so that Facebook would carry over our newfound importance once we stopped paying. Growth has continued even without another group-wide themed content push, not at an increased rate, but considering that rate of growth dropped for many other brands, breaking even might be considered a win.

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  • Charlie Ardagh

    Good post that makes some really valid points. We find that even with promoted posts that the mantra of "Content is King" is getting more and more relevant for pages. The trick is to combine a really well considered content strategy and top performing posts with some promotion. That’s where the best value for money from our data.