There are many ways to get your message out on Facebook—some paid, some non-paid. Like Google, Facebook is in a constant state of improving the way people see posts and ads. Our Digital Team keeps up with the myriad of changes.
Facebook Posts (also known as Organic Posts)
When you post something to Facebook, the people who see it are your followers or someone who specifically views your page. You don’t pay to post it. Any engagement that happens is based on the caliber of the post and how it resonates with your followers.
Organic posts are significant. They establish your brand, your voice, and your story. They also give pertinent information to your followers. It’s important to post on a consistent basis. Frequency is also a crucial factor—too often and you become noise, too little and you fade away. Every brand finds its own rhythm.
It’s also worth mentioning that you have to “read the room.” Sure, you’ll want to develop a good content strategy schedule, but also understand what is happening in the world. Listen to what people are talking about and determine if your brand can authentically add to that conversation.
A boosted Facebook post is a hybrid between an organic post and an ad. They start their life as an organic post, but then, with money, they are “boosted” to reach target users who aren’t necessarily your followers, including on Instagram. Facebook gives you the ability to set basic parameters for a larger reach. (This is also how items wind up in your Facebook feed that you don’t follow—you’ve been targeted in a boosted post.)
It’s extremely simple to boost a post, and it doesn’t have to be expensive. You can set your max budget for as little as $1. You also set the duration time that people will see your post. The main advantage is reaching more people beyond your followers.
The main disadvantage is that the targeting mechanism is clunky. There is no guarantee that you are reaching the right audience. So wider reach does not automatically mean more followers. Someone might see your post, they might even visit your page, but that doesn’t mean they are going to engage or follow you.
Boosted posts are also very limited in how you can manipulate them. You can’t A/B test to see which version performs better. You can’t turn your post on and off during desirable times during the day. And, like we said before, you can’t drill down to find your perfect target audience.
Facebook Ads are created in Facebook’s Business Manager which offers a lot more options. You have the ability to choose from a variety of ad placements, using defined objectives, and advanced targeting tools. There are also formatting options that give you creative control over your messaging, descriptions, and call to action. You can even refine the messaging as you see how the ad is performing.
Facebook also offers a tracking device called a Facebook Pixel. It’s a line of code that is put on your website. After someone visits your website, your ads will appear on their Facebook feed. (It’s how those shoes you were looking at online are now all over your Facebook.) This is called remarketing and is an essential part of your marketing mix.
Facebook ads are designed to go beyond comments, shares, and follows. They can help you reach specific business goals, increase conversions, and drive sales. Toolbox Studios has the expertise to utilize the Facebook Business Manager tools to get the right message in front of the right audience at the right time.
If you are ready to take your social media to the next level, Toolbox Studios can help you plan an Ad Campaign that incorporates organic, boosted, and Facebook Ads for comprehensive coverage. We work with you to create messaging, graphics, budget, placement, and audience demographics to reach your business objectives.