Leveraging Paid Media on Facebook
Your followers are most likely see your organic posts in the news feed. In this platform, keywords and hashtags will not do much to draw more users to your profile or content. Instead, you have to rely on the Facebook algorithm, which analyzes content and prioritizes it based on authenticity.
Facebook measures this in terms of engagement and personalization, as well as demoting content that is likely false or “clickbait.” Creating engaging, helpful and accurate content is paramount, but even then the competition for reach is intense. The best way to ensure you are getting the most out of the algorithm is to apply a paid strategy.
A paid social media strategy ensures your content gets SEEN by the desired audience.
Considerations for a Paid Facebook Approach
When planning content for this platform it is essential to consider when and how to sponsor content, the purpose and approach to sponsoring that content and who you are targeting.
1. Balanced organic and paid tactics
|
Organic |
Paid |
|
Audience are existing followers |
Audience are determined by targeting |
|
Only runs on Facebook |
Can also run on Instagram |
|
Implement learnings from paid campaigns |
Test creative to learn about audience |
|
Free space to try new ideas on existing audience |
Implement learnings from organic to launch better-performing ads |
|
Free space to try new ideas on existing audience |
Attracts new followers |
|
Life of a post is short, cadence in posting is vital |
Life of a post is completely controllable and you can make less content and reach more people |
By utilizing the ads manager, you can run the same ad to both Instagram and Facebook. You can even allow the platform to optimize spend by performance.
2. Ad objectives based on the user journey
|
Stage |
Content Role |
Facebook Objective |
|
Awareness |
Attract new people to your brand or campaign |
Brand Awareness Reach |
|
Consideration |
Stand out from the competition |
Traffic |
|
Conversion |
Generate a lead or otherwise establish a relationship |
Traffic App Install Lead generation |
|
Engagement |
Regularly engage audience to stay top of mind |
Engagement Video Views Messages Boosted Organic Posts |
|
Advocacy |
Customers trust the brand enough to recommend to others |
Engagement |
3. Targeting based on audience current stage of the journey
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