If you haven’t been living under a rock for the past years, you’ve probably heard a little something about Facebook sponsored posts.
But what exactly are Facebook sponsored posts? How do they work? And how are they different than Facebook sponsored ads? We’ve got the answers for you here.
A Facebook sponsored post is a post that businesses pay for, in order to reach a larger audience than they otherwise would be able to organically.
A Facebook sponsored post is almost entirely like an ordinary post in appearance, as it looks just the same as all other posts inside a users newsfeed, the only difference is that a sponsored post is labeled as such.
Sponsoring a post on Facebook is an easy and quick process and a great way to get more - and more relevant - eyes on a post. It’s important, though, that when you sponsor a post, you have a clear audience in mind and your messaging is appropriately targeted toward that audience, but we’ll talk more about this later.
First off, let’s take a look at how Facebook Sponsored Posts work:
A facebook sponsored post is essentially a normal organic post that you then pay to ‘boost,’ in order to reach an audience outside of the people already following your business on Facebook.
Why might you sponsor a post, instead of just posting it?
Simple, the organic reach on Facebook, as of 2018 is estimated to be somewhere around 1.2%. This means that when you simply post on your Facebook business site, despite how engaging or relevant your post may be, people most likely won’t see it or interact with it.
We saw a dwindling in Facebook organic reach as early as 2014, where organic reach dropped from around 16% to around 6.5%, this was largely attributed to an increase in competition, as more and more businesses were taking to Facebook, crowding out newsfeeds.
The dramatic drop off we've seen, as of late, though, has been largely attributed to changes in the Facebook algorithm. These changes are aimed at making users’ newsfeeds more relevant to them.
A shift away from users being inundated with low-quality news stories or content. Although this is perhaps a welcomed change, it does make it harder for brands to get their content seen. This is why it’s so critical for businesses and brands to sponsor their posts.
The good news is, sponsoring - also called boosting - a post on Facebook is extremely simple. We’ll help you do it in 9 simple steps:
Once on Facebook, you can access your Facebook business page by clicking on it in the left-hand toolbar.
One method is not necessarily better than the other. A good approach, though, might be to post organically. You can then see which posts are naturally gaining traction with your intended audience and then boost the posts performing well to get more eyes on it. Regardless of the option you choose, your next step is to select boost.
The option you choose will likely hold relevance to the kind of content you’re offering as well as the products or services you sell. Keep in mind, though, certain CTAs tend to work better than others.
You can do this by selecting the number of days you want it to be sponsored, or by selecting an end date for sponsorship.
The amount of money you allocate will be split between the amount of time you specify for your post to be sponsored.
Once you’ve finished inputting here, be sure to turn on conversion tracking, which you can do with the slider icon at the bottom of this section. This will allow you to better understand the engagements you get from your sponsored efforts, in order to get a better indication of your return on ad spend.
Once you save your credit card info, you won’t need to complete this step again to sponsor a post.
You’ll want to compare the results you’re seeing to the initial goals you set for the post. You can optimize your post copy, pictures, targeting, etc in line with what you learn. It good approach is to keep some sort of log with your learnings.
Sponsoring your facebook post can be rather affordable. In fact, you can set as little as a $1 minimum. The amount you pay depends entirely on the size of the audience that you want to see your post. Facebook will provide you estimates of the number of people you can reach with the budget you specify.
A good approach is to first determine who exactly you want to reach, what you want those people to do and how much that action is worth to you.
While they’re essentially the same - paid ads on facebook - there is a difference between Facebook sponsored posts (boosted posts) and Facebook ads, which you should know about.
Facebook ads are created in Facebook Ads Manager. So rather than simply creating them through your business profile, you would need to set them up through Facebook Ad Manager, which may require a bit of time to get to know.
Once you do, though, Facebook ads Manager will allow you more specification options, when it comes to creating your audience and allocating your budget. Here are the main advantages:
Facebook Automated ads are those, which Facebook helps you to create and disseminate on an ongoing basis with minimal maintenance needed.
Facebook will ask you a serious of questions about your business and your goals. They’ll then give you suggestions about how to set up your ad, including inputs on images, budget and audience, based on these objectives.
Your ad will then run continuously and Facebook will instruct you as to how you can optimize for best results.
Now that you’ve nailed down the basic, it may be time to consider what it is your posting and how it fits into your overall Strategy. We’ve got some resources that can definitely help you on this journey.
Feeling like an expert yet?
Now that you’ve mastered paid distribution on Facebook, perhaps you’re wondering about the other social media channels. Luckily, we’ve got you covered there, be sure to visit our pillar page entirely dedicated to advertising on social media. Check it out here.
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