Facebook has started rolling out Promoted Posts for Brand Pages, a new feature that allows businesses to pay for posts to be more predominantly displayed on news feeds.
Earlier this year, Facebook shared the statistic that a Brand Page’s content is only seen by 16% of the fans. Facebook’s slew of ad tools and these new Promoted Posts are geared to help businesses reach and engage more of their fan base.
A brand can now pay $5, $10, $15 or $20 to “get more people who like your Page to see this post.”
“Promoted posts help increase the people you reach for any eligible post. It’s an easy and fast way to reach more of the people that “like” your page and your friends,” says a Facebook spokesperson in an explanatory video.
Facebook users will see promoted posts labeled with “Sponsored” in the news feed (not in the right rail where Facebook ads live) both on desktop and mobile. Promoted Posts have the same targeting ability that regular posts do, so you can geotarget just to your company’s area to get the most bang for your buck.
We walked through the process of creating a Promoted Post and the insights that assess their efficacy, so check out the gallery below for the step-by-step guide. Will you use this tool, and do you think it’ll be more effective than Facebook Ads? Let us know in the comments.
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Click “Promote" to open this drop-down menu. Clicking on the denomination pulls up another drop-down menu.
This menu lets you select the amount of money you’d like to put toward promotion, and it calculates the estimated reach for each amount.
If you don’t have a credit card or PayPal account on file, Facebook will prompt you to enter payment info.
A pop-up window will ask for credit card information.
When you’re ready to publish the post, you’ll see the promotion locked in.
When the post is live, Brand Page admins can see a notation on the bottom right that explicates the promotion cost; this is not seen by fans. However, Promoted Posts will be noted as “Sponsored" in users’ news feeds.
This is what the post looks like in your fan’s news feed. (Note: Facebook’s guide to Promoted Posts says the post will say “Sponsored" in news feeds, but that is not what we experienced in our test run.)
Once the post is live, you can click the “Promoted" button to see some statistics, such as “paid reach" and “budget spent" thus far. Promoted Posts last for 3 days, so the widget also lets you know when the promotion will expire. Clicking the settings button in this menu lets you change payment info or stop the promotion (which you can resume later).
You can refresh the page to see how effective your promotion is. Less than 30 minutes after posting, these are the stats we saw on a small business Brand Page.
Hovering over the “X people reached" hyperlink gives you a sense of the organic, viral and paid impressions generated by the post.
Hover over the hyperlinked % statistic tells you what percentage of your fan base saw the post, and how much of that was driven by the paid promotion. A few minutes later, this statistic had jumped from 17% to 20%.
You can promote an already-live post, which is a great feature — you can make sure the image or video looks right before you commit to spending money on it.
Since the news feed algorithm focuses on new and popular posts, you can’t promote a post that’s more than three days old. You’ll see this warning when you hover over the bottom, right-hand corner of a post.
By: http://mashable.com/2012/05/31/facebook-promoted-posts-tips/#view_as_one_page-gallery_box5733
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