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Harness the Power of Paid Post Promotion
HARNESS THE POWER OF PAID POST PROMOTION
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Harness the Power of Paid Post Promotion
Facebook is the world’s premier platform for reach and engagement - but if you’re a brand, your Facebook content is only as good as your best promoted posts. Just look to the data - around the world, brands promoted just 13.5% of their content, but got more than half of their total interactions from that small portion of their posts.
In order to successfully use Facebook to engage Fans and attract new business, you need to be able to identify top-performing organic content and promote it to your ideal target audience.
01Introduction
13.5%of Brand Content was promoted this summer
51.7%of their total interactions was generated by these posts
Harness the Power of Paid Post Promotion
How Do I Find Out If I Should Promote My Posts?Different industries promote content to different extents - and the biggest
if your success metrics are falling, or lag behind your competition’s standard.
compare against industrial, regional, or personalized sets of competitors, you’ll need to use an enterprise social media analytics tool like Socialbakers Analyticswith marketers to compare competitors’ interactions from promoted and organic posts.
02The First Step
Harness the Power of Paid Post Promotion
02The First Step
BRANDS
Beverages
FMCG Food
Alcohol
Telecom
Beauty
Electronics
Finance
Airlines
Retail Food
Auto
Retail
Ecommerce
Fashion
Accommodation
5% 10% 15% 20% 25%
BRANDS
Finance
Beverages
FMCG Food
Retail Food
Beauty
Electronics
Accommodation
Telecom
Alcohol
Retail
Auto
Airlines
Fashion
Ecommerce
5% 10% 15% 20% 25%
ien yThe industries that publish the most total content are also some
is still a healthy 6.9x.
P id s Or ni Post tio13.5% of all branded posts around the world are promoted.
Harness the Power of Paid Post Promotion
03Promotion Effectiveness
Why Should I Promote My Best Posts?When you promote your best posts to a well-targeted audience, you are getting more valuable reach. Think of brick-and-mortar stores; reach is equivalent to the number of people who pass your storefront, and total interactions are the people who come in and engage with your products or services. With promoted targeting, you’re getting interactions from a more relevant audience - and thus getting more value for your social promotion.
There are many ways to get the most out of your Facebook ad budget, but the best ones all use social media analytics tools to get data-driven results.
Promotion ffe ti eness omes in Different Forms
Promoted Posts Strategy ul O t
Jägermeister, and Reynolds Kitchens - by looking at the intersection between the amount of posts they promoted and the amount of interactions they got from those promoted posts.
Harness the Power of Paid Post Promotion
03Promotion EffectivenessL’Oreal Paris. They selectively promote their
best-performing organic content and get many times more promoted interactions than they do organic engagement. In general, we’ve found that brands like these ideally:
Post content regularly
Promote less than 50% of their content
Have a high PEI (around 10x)
they could.
organic posts, meaning that the posts they promote are the kind their audiences want to see. Getting that right is the most important part.
But publishing the right amount of promoted and organic content matters, as well, and these strategies don’t get that right.
promoted posts rose above their organic content and
Post in Time ul O t
Harness the Power of Paid Post Promotion
03Promotion Effectiveness
Jägermeistervalue on the table by not promoting more content that their audience likes.
NutellaDoesn’t publish enough content overall, although they get great value from the content they promote. By publishing more content and setting a higher minimum standard for engagement on organic content, they could save money by promoting fewer posts while still getting the same kind of engagement value from them.
eynolds it henscontent, and then promote all of their pre-tested content on Facebook. This strategy is also effective, but it’s not quite as reliable as testing content
on Facebook before promoting the most-engaging posts.
more value out of their content strategies.
Number of Posts by Post Type Jul Sep
Harness the Power of Paid Post Promotion
04Boosting
How Do I now When To Boost?If your results aren’t like any of these examples, there are some concrete steps you can take to change your strategy on Facebook and get more value than ever from social marketing.
First, analyze the posts your audience engages with most in order to determine what type of content you should post. That could include your own posts, your direct competitors’, or other Pages that do a great job of reaching an audience like yours.
Post Distribution Paid Organi
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Here’s a breakdown from some top FMCG brands of how different post types get promoted. For FMCG brands, fun/interactive posts are the most commonly promoted posts, but brand videos are also very likely to be promoted.
Harness the Power of Paid Post Promotion
05Post Promotion
Key TakeawaysSocialbakers
Analytics
ealtime Intera tions Jul Sep
Harness the Power of Paid Post Promotion
05Post Promotion
as those featuring your latest campaign
a “sign-up”, “buy”, or similar call to action.
your audience is online.
Weeks, Restaurant Weeks, Trade Shows, etc.
Key Takeaways
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one of the best in your industry on social media!
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Harness the Power of Paid Post Promotion