13 min read
Marketing teams need to continually adopt new techniques to have leverage over competing brands and products. While traditional forms of advertising still have some reach, especially among the older generation, new technologies are swiftly taking over.
Online marketing has become the most promising way for businesses to generate leads for more sales. The use of social media platforms only enhances digital marketing campaigns. However, when it comes to social media platforms, no company does better than Facebook.
With over 2.7 billion active monthly users and rapidly growing, Facebook is the undisputed king of social networks. The giant company provides a broad market that can lead to an exponential growth of businesses if adequately utilized.
Organic advertising on Facebook has a little reach and, more often than not, poor performance in attaining the desired objectives. Marketers are now turning to Facebook sponsored posts to achieve a competitive advantage over other businesses in the same niche.
What is a Sponsored Post on Facebook?
A Sponsored post, boosted ad, or suggested ad is a promoted ad on Facebook for more significant engagements and views. It implies that you need to pay a small fee to boost your ad campaign. Suppose you have an ad that is not doing well on Facebook, and you desire to get more click-through rates or loads of comments, shares or reactions. Using your business account, you can select to boost an existing ad.
The Facebook algorithm helps your advertisements to gain more reach and attain a lot of engagements. A sponsored page in Facebook can target an audience based on geographical location, behaviors, interests, age, gender, and many more advanced targeting options. You can create a boosted ad through your sponsored page in Facebook or through the Facebook ad manager. The image below shows an example of a sponsored post on Facebook:
How to Make Sponsored Post on Facebook
In this section we will look at how to make a sponsored post on Facebook. First off, Create a Facebook business page if you do not already have one. If you do have one, log in. The next step would be to create a new post from scratch or select the post you would like to boost. If you are creating a new post, create a free post following the standard procedure or contact an expert to do it for you at a fee. Here are the steps to creating a sponsored post:
a. Select Your Preferred Post
Go through your posts and choose one that you would want to sponsor. The most recent post will appear in the case of newly created messages. The boost post button is blue and is found at the bottom of the bar in the right-hand corner. The switch initiates the sponsoring process.
b. Pick your Goal
Next, you will need to choose a goal. Choosing a plan defines the needs you want your post to meet and will help you set key performance indicators that will allow you to track your post’s progress. For example:
(Image Credit: Megalytic)
The process also enables Facebook to suggest a suitable audience for your post.
Choosing your advertising goal helps you define your niche, which may be website conversions or shareable posts.
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c. Select a Target Audience
The next step involves picking an audience. This audience is the target group for which your post will be displayed. In choosing an audience, you’ll want to put audience parameters in place. An example of these parameters is user behaviors that allow you to match your audience with an ideal customer profile.
You can create a new audience for your post or select the “advanced options” to select a saved audience. In the upper right-hand corner, there is an audience option menu. Click the blue text with the instruction “create audience.” For instance:
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d. Input Your Set Budget
A budget allows you to know how many people will view your post. It defines your reach. You will be required to input the amount you intend to spend on your sponsored post.
The total number of days you choose to run your sponsored post makes the total cost or budget total. A slider icon at the bottom allows you to set the conversion tracking at the budget and duration section. Tracking the conversions enables you to gauge how effective your campaign is, track how users engage with your post and calculate your return after spending.
Next, a prompt requires you to give the payment information that may include a credit card or debit card. This step applies to those who are doing a sponsored post for the first time.
Some files keep records of active cards for those who are regular users of sponsored posts; thus, there is no need to go through this particular process.
The sponsored post will not be live until you click on the boost button at the bottom of the screen. You must keep an eye on the new sponsored post and make any necessary changes in the budget, images, duration, and other parameters. Consider the differences depending on the performance and the goal of the sponsored post. Here is an example of where to click when you are completely finished setting up your post:
(Image Credit: PowerAdSpy)
It is possible to create sponsored posts through the Facebook Ads manager. Select ad creation and choose a message objective under the objective campaign menu. Set a campaign name and a campaign budget and select a sponsored message from the drop-down menu under the ad type option.
Choose a schedule and create an audience. Using the message template, select a preferred image and text. You also have a choice to upload a photo or type in a text. Use the customer actions menu to include replies to your message. Go through the setup, edit your ad where necessary, and complete the process by clicking the publish button.
How Do Facebook Sponsored Posts Work?
Marketing is one of the pillars of a successful business. One of the strategies in online marketing is the use of social media posts. With the increase in innovation, companies and enterprises can connect and even promote their messages and images through sponsored posts.
The structure of Facebook algorithms only allows users who view Facebook after creating an unsponsored post to then see the sponsored posts; thus, a usual position will not impact the growth of your business.
Sponsoring a post works by increasing the number of followers and audience, building awareness about a brand, and creating engagements with the audience. The process involves choosing a post and the audience and setting up a budget and days to run a post. Sponsoring a post increases brand awareness by reaching a broad population of the market.
A sponsored post shows up like any other post on the user’s news feed. It appears between other posts from friends and family without interrupting a user’s activity on social media. One can also watch, comment or like the post with ease.
Sponsored Facebook posts can also be created and published by an influencer in exchange for some money or any other compensation type. The influencer creates and publishes a post on their Facebook page and uses their marketing prowess and leverage on their account and following. This process draws in masses to like and purchase a product or service.
While creating a Facebook sponsored post, ensure that the content is informational, entertaining, and high quality. Overly promotional content will not attain the desired results.
How Facebook Sponsored Posts Improve Results
i. Quick Engagements
The success of the launching of a new sponsored page in Facebook or company product depends entirely on the marketing. Sponsored posts on Facebook help to stimulate and propagate interactions on posts. A sponsored post is more likely to have more reactions, shares, and comments than an organic Facebook ad.
As more Facebook users find the post’s content to be more informative, useful, and relevant, the more it attracts other relevant users. When many people engage with the post, it becomes more visible to a larger group of people. The pattern continues, and the ad goes viral. A viral post means greater reach and a higher chance of generating leads for conversions.
ii. Creates Brand Awareness
Due to the kind of engagement that sponsored posts attract, users know about your brand. New businesses, brands, or products get exposure to a broad group of people. Brand awareness is the extent to which people can recognize your brand and link it to a product or service.
There is a higher probability of potential consumers choosing a commodity that they have heard about than one they do not know. Therefore, products or services with more brand awareness are likely to outperform their competitors.
iii. Provides More Social Proof
Social proof refers to the amount of influence generated by people’s actions and decisions surrounding potential buyers. Online endorsements, positive sentiments, and reviews from former shoppers lead to social proof. Testimonials from happy consumers increase the consumers trust and confidence. The image below shows a sponsored testimonial post:
(Image Credit: connectio)
Social proof evokes emotions that a product is doing better and is worth trusting more so than its competitors. People tend to believe that a post with more user actions is more worthwhile than a post with little engagement.
Pages with high social proof on their posts gain a reputation as industry leaders. Companies with an enhanced business reputation have more leverage on search engine optimization. It means that they have a better search index and higher position in organic search rankings. A good SEO rank translates into more discoverability and visibility on the internet.
iv. Saving Time
Sponsored posts are generally easy to create, as we have already seen. Facebook enables creating automatic boosted ads with a simple click of a button. Ad placement settings, boost conditions, campaign objectives, and target audience is taken care of by the Facebook algorithm.
It is a tedious and lengthy process to boost your ads manually through the ad manager. Through the use of artificial intelligence, Facebook can create a sponsored post within seconds.
Since there is no learning curve needed in the sponsored posts, users can save hoards of time. The Facebook algorithm is smart enough to know when to display your ad depending on your budget and desired outcomes.
Facebook sends you an email or notification every time they boost your post. Having such information allows you to schedule times when you need to actively and closely follow your ad’s performance. This gives you the ability to respond to questions and comments from your target audience in real-time.
v. Important Announcements
There are situations where businesses need to communicate very swiftly. The sooner the information gets to the target client, the better to save the business image or ensure clients do not miss out on promotions.
If a business needs to recall some products with manufacturing defects, sponsored posts are a sure choice. Although this is a rare case, it is a fast method to spread the information fast within the shortest time possible.
Circumstances that may require crisis management to save the reputation of the business may emerge. A situation that may jeopardize a business’s continuity, such as racist treatment or accidents in your store, may need fast communication and damage control.
When running limited promotions on specific products, sponsored posts are vital. It is generally hard for an ordinary Facebook ad to go viral with organic search. Sponsored posts, on the other hand, can spread like wildfire within days. Loyal customers are therefore able to enjoy limited offers of your company products. For example:
(Image Credit: Smart Marketer)
The grand opening of a new business location, release of new products or upcoming events need a lot of buzz in social networks. Boosted ads are effective in ensuring that your objective is realized quickly and efficiently.
vi. Connecting with Potential Customers
Sponsored posts are more specific with the kind of traffic that your ad attracts. Local businesses that target a particular geographical locality gain more value using such posts.
Facebook enables advertisers to pinpoint the exact kind of traffic they want. For instance, instead of just targeting people within California, sponsored posts offer more than simply geographical details. You can decide to choose only residents instead of selecting everyone in California. Passers-by or tourists are not likely to purchase your products.
Facebook boosted posts also allow you to target your customers by age ranges. Different business models attract different types of audiences. Sponsored posts give you the liberty to choose the age bracket that you want your ad to attract.
Suppose you are running a T-shirt business for bodybuilding, for instance. Targeting people around 20- 30 years old is more realistic compared to just people above 20 years. Boosted ads allow you to filter your audience to get the most value for your ad.
People have different interests, and not everyone between the ages of 20-30 may be interested in bodybuilding, for example. Sponsored posts take into account the various interests of people and attract others having similar preferences. Therefore, we can deduce that sponsored posts will not just attract an audience but also accounts for their behaviors.
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vii. ThruPlays Optimization
Sponsored posts improve the billing on video ads via ThruPlay. Here, advertisers can choose to optimize and pay for ads that only play to completion or up to 15 seconds of the ad. Boosted posts have more control over the ThruPlay.
Boosted ads give you freedom for video placement on Facebook’s newsfeed, In-stream, Market Place, Stories, Video Views, and Instant Articles. It is also possible to place ThruPlays on Instagram and the Audience network. However, Facebook does not support these ads on Messenger.
ThruPlay videos are available as single videos, slideshows, or instant experience.
viii. Autonomy
Boosted ads give advertisers a lot of flexibility. Relevant content is crucial for repeat customers. While that remains the case, it is not easy to attract people with different interests using the same kind of content.
Sponsored ads give you the freedom to create an ad that does not necessarily have to appear on your Facebook’s brand page. It implies that your current consumers and followers will not even see the content you have created.
Such is a great technique that eliminates the worry of posting content that does not resonate well with your current followers and fans to generate new leads.
It is an excellent method to attract and target a specific audience while remaining true to your current consumers. Such autonomy allows a business to scale up marketing strategies and meet the different needs of their audiences.
ix. Audience Research
An essential value of sponsored posts over Facebook ads is the audience research. Looking for people to interact with and engage with your content is not a walk in the park. It requires a lot of hard work, time, and dedicated thorough analysis.
Audience research entails several metrics regarding your target consumers. Data points worth considering include age, location and time zones, language, interests, pain points, life stages, and spending power and patterns. You can track these metrics using Facebook Insights, for example:
(Image Credit: Revealbot)
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FAQ’s
This is an ad you create either from an existing post or you can write a brand new one. If you want your organic post on your Facebook business Page to get more visibility and to reach new and/or larger audiences, you can boost, or promote your post.
Sponsored posts are usually affordable, running around $1 per day ad spend minimum. The size of the audience that sees your post largely depends on your total maximum budget; a budget you choose.
With a sponsored post, you can choose the parameters, interests and demographics. A boosted post’s audience is limited to people who like your page, and friends of people who like your page.
Yes, they do work. Whether you’re looking to boost an already popular post, engage with customers or promote your website, they are generally successful.
Facebook advertising costs, on average, $0.97 per click and $7.19 per 1000 impressions.
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