With promoted posts, all you’re paying for is an increase in reach. There is no guarantee that you’ll get more comments, likes and shares, even though that’s what you want for short-term and long-term success on Facebook!
How to spend your ad dollars wisely
So the key to investing your ad dollars wisely, is to ONLY promote posts that are already getting a lot of likes, comments and shares. You do this by ranking your most recent posts by virality within Facebook Insights (the analytics tool every Facebook Page has)
There are two benefits to promoting high virality posts:
- You will more likes, comments and shares from the promotion.
- You’ll increase organic reach for your Page updates over the long term.
Here’s an example:
Let’s say you have a post that 20 people have talked about (liked, commented on, shared) among 200 people total who saw that update (reach). If you pay for this update to reach an additional 2000 people, it’s reasonable to expect that the update will receive approximately 200 likes, comments and shares, when adjusted for affinity.
Affinity affects how much people talk about updates
What do I mean by “adjusted for affinity”?
When you promote a post, you have to remember that you’re promoting it to fans who haven’t talked about your posts much before (low affinity), and that they’re not as likely to talk about your post as someone who sees it organically (high affinity).
In the few pages I’ve analyzed (10 pages), this adjustment seems to be about 20%. So using this adjustment with our example, the total number of likes, comments and shares would be around 160.
For people who hate math
People who hate math should just know one thing: If you promote posts that are already getting a higher number of likes, comments and shares, your promotion will yield much more value than if you promote posts that have a low number of likes, comments and shares.
Another way to say this is this: If you promote posts that are not interesting, you are throwing money out the window.