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Facebook Promoted posts – are they worth it?

If you have a Facebook page for your business, and your page has more than 400 “likes”, you would have noticed an option to “promote” your posts.

But is it worth it? And what will it cost you?

To answer the second question first – it will cost whatever you want it to cost. That’s right, when you click “promote” you will get a pop up which asks how much you want to spend, and gives you an estimate of the number of people that will be reached at that price point. It does seem that different pages will see different pricing options, but they are mainly around $5-$50.

According to Facebook, promoted posts appear not only in the news feeds of your page’s “fans”, but also in the feeds of their friends.

So, let’s tackle the first question above by asking: “Do you get frustrated when you see that a vital link, offer or update is only seen by a fraction of your audience?” If the answer is “yes”, then it won’t hurt to give the promoted post option a try.

Facebook uses an algorithm called “Edgerank”, which means your posts (personal and business) are only seen by a small chunk of the total audience. Promoting a post bumps up that number.

Promoted posts are technically an advertisement, but the lines are somewhat blurred. The posts will show in newsfeeds, rather than will the other ads down the right hand side of a person’s Facebook page, but there will be a little “sponsored” on the update – just underneath the “like”, “comment” and “share” buttons.

Any post can be promoted, but to get the best bang for your buck, they should be used judiciously. For instance, photos and videos traditionally get a lot of feedback, so there’s probably no point promoting them. On the other hand, such things are events or offers are ripe for promotion, because it means more people will see them and hopefully, more people will take you up on the offer, or attend the event.

Promoted posts shouldn’t take the place of real engagement, but if you have something that you really want people to know about, it’s probably worth setting a small budget and analysing the results.

For a solid social media strategy aimed at driving conversions through Facebook, Twitter or any other platform, contact Direct Sites Online today on 02 9557 7623 or


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