Getting Started with Facebook's Sponsored Posts
It may be best known as a networking tool, but its users are no stranger to Facebook as a platform for business as well: One of its many ad formats are Facebook sponsored posts, which newbie entrepreneurs have used as the perfect stage to get their businesses out in the open by ‘boosting’ their content on the social network to show up on people’s news feeds.
It’s not uncommon for businesses to use this to get the word out on their latest promo or an upcoming event, or just to attain more exposure for their brand. According to Devlin Duldulao, Sales Director and Manager of Outsource SEO Philippines, “Simply put, Facebook sponsored posts are posts or stories—video or images—that are designed to reach a wider scope of audience beyond a company or brand’s current fans and followers.”
When an SME uses Facebook sponsored posts, they are essentially buying the “precious ‘real estate’ of your customers’ news feed,” says Duldulao. Ultimately, the goal of businesses that use Facebook sponsored posts is to have a more personal engagement with their audience, since the social network allows people to engage—using likes, comments, and shares—on these posts.
To maximize the advantages that come with Facebook sponsored posts, SMEs should take time to make well-crafted, curated content: Entrepreneurs can pick and choose which posts to boost straight from their business’ Facebook Page to turn them into sponsored content—and in doing so, they should also take their audience into major consideration. Facebook allows business owners to choose who gets to see their boosted posts, based on their demographic (by adjusting settings like age and geographic location) or limit it to people who like their Facebook Page.
Businesses on a shoestring budget can still use this feature since Facebook sponsored posts can be adjusted to suit the budget, needs, scope, and time frame of a business’ campaign. For example, companies can run their ads for only three to 7 days just to test the waters. Based on the budget they set, Facebook also provides an estimate number of people their boosted posts will be shown to.
Moreover, the success of a Facebook sponsored post can be measured by its reach—meaning the likes, shares, and insights that a post receives. Duldulao explains, “For example, if your goal is to get 1,000 likes or sign-ups, you have to determine [the] daily reach, or [how many] impressions you should be getting, to [attain those] 1,000 likes or sign-ups by the time your campaign ends.” The metrics then is reliant on the activity of your business’ audience, and how they react and interact with your sponsored content.
B2C companies, or businesses that directly sell to individual consumers, are the kind that could indeed benefit from being active on platforms like Facebook. However, there are certain businesses that need not be on Facebook, or have ads or sponsored stories on Facebook, if the products or services they offer don’t cater to regular walk-in customers.
Whatever the case may be, research is necessary before taking part in the advertising services of these social media platforms. It is important for businesses to align their Facebook sponsored posts and activities with their advertising and selling goals. The key is to create a detailed profile (their interests and hobbies, status, age, and so on) of your typical client—from there, you can develop a Facebook ad that will best appeal to your target market. Doing so ensures that your sponsored content reaches people that would most likely connect and engage with your brand and your product.