A post promotion is a type of paid advertising on Facebook that promotes an existing post from a professional or business page .
The professional account option
Available in Ukraine on November 1, 2022 . That is, today everyone can boost their post on the network.
The Promote a post button helps to expand the reach of the publish content – it means that the post will seen more people than you have in followers. And this may very well be your target audience, because button advertising has certain targeting settings.
Let’s find out:
what is and how does the Post Promotion button work for professional accounts;
whether it is appropriate to use it;
in which cases the Post Promotion button will help.
So let’s figure it out.
What is Facebook Post Promotion
The Promote Post button is a button that appears under all Facebook and Instagram posts when a user has a business or professional account set up.
The Post Promotion button under the Facebook post
Rice. 1 – Post promotion button under the Facebook post
Simply put, Post Promotion is a quick and easy way to promote your post on the Meta Network.
Requirements for posts that can be promoted:
the post must be public (the format for friends, specific friends, etc. cannot be promoted via the button);
After clicking the Promote Post button , Facebook offers to create a new ad campaign for the current post. And then your publication will have the mark Advertisement .
The purpose of the Promote Post button
is to make the selected post appear in the Facebook feeds of people who are not your audience.
As a rule, such Facebook campaigns are focus on reach and engagement. That is, to receive reactions, comments and distributions. After the user selects the desir settings (targeting, budget, campaign duration and payment method), the post will appear in the news fee of users who match the select targeting parameters. But. This does not mean that most of these users will take exactly the action you expect them to.
Facebook studies the behavior of users
The social network and uses this data to create the right audience for advertising. And it depends not only on the interests and demographics of users, but also on their behavior on the platform. Depending on the chosen goal, Facebook will look for those users who have already taken the actions you have chosen on the platform and try to reach them first.
The difference between the Promote Facebook
Post button and the Facebook Ads Cabinet Posts promoted using the Promote Post button are more limited in certain individual settings than full-fledged advertising through the Facebook Ads Manager.
Let’s analyze the main differences between the promotion of a post through the button and the cabinet.
1. The purpose of promoting the Facebook publication
A post on the network is promot with a specific purpose. That is, you ne to understand what exactly you expect from advertising in order not to waste money. Is it increas awareness, reach, new subscriptions, phone calls, conversions, etc. And what kind of content you are going to promote, what information it carries for the user, whether they will react to your advertising post.
The Promote post button in a professional account works for 3 purposes:
increas interaction;
increase in the number of site visitors;
getting more calls.
Ad targets for the Promote a Post button and ad targets from Facebook Ads Manager
Rice. 3 – Ad Targets for Promote Post Button and Ad Targets from Facebook Ads Manager
The purpose of the pro account button is to improve post visibility and engagement (likes, comments and shares). And if you specify a URL or a phone number, you can direct users to the site or choose to receive calls.
Advertising through the Facebook account works
for several purposes, including awareness, traffic, engagement, leads, app promotion, sales.
2. An announcement is a publication that will be promoted
For advertising through the cabinet for a business page, separate ads are usually created, which are further promoted. That is, these are the ads created in a certain way (title and text with keywords, photo or video, CTA, button), for a certain audience (with selected interests, demographic and geographical principle), and not posts from the profile. Also, for advertising, it is advisable to use examples of competitor ads by visiting the Facebook Ads Library .
For advertising through the button
you can use already existing publications, or you can create a new one aimed at the goal you have defined.
Posts with the button Promote a post of a professional account can be shown in 3 places:
Facebook;
Instagram;
Messenger.
At the same time, advertisements designed with the help of Facebook Ads Manager can still be displayed on the sites of the Facebook partner network – Audience Network.
Differences between push button promotion
Rice. 4 – Differences between push button promotion and Facebook Ads Manager
That is, we can see that advertising through Facebook Ads Manager has much more opportunities than promotion through a button. It will also be more detailed, and the advertiser will have the opportunity to choose the schedule for displaying advertisements. But our pages are also different: business and professional.
Advantages and disadvantages of the Promote Post button
Advantages of promoting through the Facebook button:
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Ease of use . The button is easy to use and allows any user with a professional page to run ads almost instantly.
Increasing coverage . The organic reach of Facebook is decreasing every year and in 2022 was 4.32%. The Promote Post button will allow more people to see your post.
For example, we found Socialinsider research on social media reach:
Research indicates that social media reach is declining year over year. And somehow it needs to be increased, otherwise why create content?
Disadvantages of promoting a post through a Facebook button:
Lack of strategy . Here you need to focus on the goals that the button provides (interaction, traffic, call). There is no Sales target button. However, you can bind the Order button as a CTA to your post during setup. That is, you can choose the goal of promotion — Traffic (transition to the site) and add a button to the publication to direct users to the site, where they can place an order. But remember that not every visitor will actually place an order.
Limited optimization possibilities . When advertising through the account, the advertiser has the opportunity to select and test several audiences with different parameters, and further optimize the advertising settings. There is no such option for the Promote post button. And for testing audiences, you’ll need to create a separate post with your audience options. And then draw conclusions about the effectiveness of publications and selected audiences.
In addition, the Promote post button does not allow you to exclude certain users from audiences (for example, your own followers). This is possible in Ads Manager.
3. When it is appropriate to use the Promote post button
We think it’s best to use post promotion using the Promote Post button for a professional account to increase your reach. We give some examples of appropriate situations and note that these are only references with info drives that can be used for boosting, and the given creatives are not necessarily created with the help of a button.
Increasing recognition, interest and reminders
About yourself – promoting a post will help the page to be visible, especially if you have some permanent promotions or change special offers every week, + such reminders are easy to follow.
One-off events, offers, and promotions — One-off events often don’t require full-scale advertising campaigns. You can create a separate post and run an ad on it. This will spread the word about the event and attract more people.
One-time promotion
Rice. 7 – One-time promotion
The task of such publications is to inform the largest possible audience about the event.
Updating the functionality of the page — for example, you have created a store on Facebook, so it is appropriate to tell your followers about it and not only, but also to direct users to visit the store with the help of a button.
That is, promotion through the wordPress and search engine optimization button as an option is suitable for those who already know their audience on Facebook or it is, for example, one. Based on the advantages and disadvantages of the button and the above examples, it is convenient and appropriate to use the button to promote some individual publications – when there is a need to promote something at once (promote a post with important information, remind about yourself, etc.). That is, that, relatively speaking, there is no need to spin 24/7 and the advertiser does not need to test different audiences or creatives.
The Facebook Ads Manager has more
options for running ads, such as the goal of promoting a post or the ability to select audiences. It is also convenient to set up advertising through the office, having a business page. And for a professional account, promotion through a button is also suitable.
How to promote a post on Facebook
using the Promote a post button
We will go through all the stages of promotion step by step.
Go to your Facebook page in a alb directory browser or mobile application.
We choose the post that we are going to promote. This can be an existing publication or a new one created specifically for advertising.
