Social Media Expert: Promoted Posts on Facebook Not Always Worth It

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There has been a lot of talk recently regarding the effectiveness of Facebook marketing. It should go without saying that every business still needs a Facebook page, but many are questioning whether it is cost-effective to pay for Promoted Posts on Facebook (different than Facebook ads). One social media expert recently cited an anecdote in which a client spent $5 on a promoted post that reached 560 people (according to the stats that Facebook provides Promoted Posts users) – not bad, but is it worth it?

One noteworthy observation at least partially answers that question. According to that same expert, it seems that the results of promoted posts normally happen secondary to the results of organic posts. This is revealed by the quick appearance of organic and viral impressions after posting (within the first 12 to 24 hours), while the majority of the promoted impressions appear to take place over the next 48 hours. Simply put, promoted posts just don’t have longevity (in Facebook world, this is known as “time decay”).

Also, Facebook users don’t seem to engage with promoted posts the way they do with organic posts. They may generate clicks, shares and likes, but compared to organic posts, there is far less commenting on promoted posts on Facebook. So, should you use Facebook Promoted Posts? It’s entirely up to you, but it can’t hurt to experiment if you can afford the $20 budget to try it out. If it doesn’t work, then no harm is done. If it does work, then congratulations; you have another arrow in your social media marketing quiver.

At Crest Media, we offer you social media marketing services that include Facebook marketing – the organic kind. We feel this is the best way to help your site build a strong, lasting presence on Facebook that boosts your brand profile and encourages conversions.


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