we’ve moved on from discussing how to produce great social content, to revealing
how to perfect the timing
of your social
in order to further increase reach. We then gave you 5
tips for creating effective social media ad campaigns.
provided the strategic overview of where to start, we can now move on to the
specifics of how to increase your reach on specific channels.
is still going strong despite many predictions of its imminent demise. No-one really
knows the future of social, but for now it’s definitely worth the effort and at
least a slither of your advertising budget.
demise of Facebook organic reach
In 2018, Facebook made
some changes to their algorithm with the stated aim of focusing on people and
conversations between groups of people, rather than general media consumption. This
has meant that organic reach has become more difficult for businesses, with
some seeing huge drops in reach, or the number of people potentially seeing
The logical step is then
to jump straight into throwing advertising spend at social media platforms in a
desperate attempt to arrest the decline of post reach. Last time we reminded
you of the many articles, often written by agencies, claiming that social media
ads generate a guaranteed 237% return per user. We then were reminded that
although the stats sounded very encouraging and supported the ‘spend more on
ads campaign’, often they are dubious at best and completely fictitious at
We then warned of grabbing
trombones (or similar instruments) and jumping on ad spend bandwagons, because
‘here’s the problem: reading spurious statistics and blindly acting on them
just leads to trouble – do buses and referendums ring any bells?’
We reminded you that just
because social media user numbers are vast, doesn’t mean that you can reach
even a fraction of them – making it all the more important to spend your
advertising budget wisely.
Boost Post Feature
Facebook Advertising comes
in various guises, but we will start with one that specifically promises to
increase the amount of people who see your post – the ‘Boost Post’ feature.
Tip 1: Define your
Your first priority should
be to define your strategic goals before committing budget to any promotional
activity. In other words, decide what are you hoping to achieve; many
businesses jump right in before even sketching out any aim or plan.
Is your aim to increasing
brand awareness, generally increase engagement (likes, shares & conversations),
increase traffic flow to your website, or just to push new content/blog
Money can disappear pretty quickly without any
real effect if you don’t think through this first, so goals setting and
planning is essential when it comes to ad spend.
Tip 2: Target your
market carefully by selecting the right posts
We’ve highlighted the
importance of content before (many times!), so choose posts that represent you
well and that are accompanied by high quality photos or video. This doesn’t
mean you have to use professional studio shots – good quality, though-out shots
can be taken these days with a camera phone.
When you boost a post, you
will reach a new market, so it’s vital that you present your best work.
In Facebook, the post
results on the ‘Insights’ tab will tell you which posts have the best
engagement rate (the percentage of people who have interacted with the post in
some way). Often it will suggest posts that are performing above average, but
be sure to look at the correct timescale and compare post performance over the
previous month rather than just a week.
Question what you do constantly. Try posts
with different image styles and pick the most popular image style for your post
Tip 3: Set your budget
Before you hit the ‘boost
post’ button, you first need to set your budget and parameters for spending.
For each level of
budget and each target audience, Facebook provides an estimated reach of how
many people your set budget will reach.
If you want to test
how much your Facebook post is going to cost to boost, you can play around with
the variables and see for yourself, before taking the plunge and committing
You can set all your
budget at the minimum to start, but this will be reflected in the results.
Tip 4: Pause to check the
best course of action
Before going ahead, we
suggest pausing at this juncture to ensure you are following the best option
with ‘Boost Post’.
As we mentioned earlier,
there are a variety of options with Facebook advertising. While it’s easy to
rush through the ‘boost post’ options and hit send, refer back to your aim at
this point just to check that you’re still choosing the best option for the
target audience and goals.
So, if increasing your “Page
Likes” is a goal, then Facebook offers a “Promote your Page” ad. This would
achieve better results than boosting a post would.
Tip 5: Research the best time of day to boost a post
Timing is crucial when it comes to posting
success. Although there are many articles offering generic advice on timings,
most companies should know instinctively when they have most success in
posting, which obviously depends on your product/service. No one wants to hear
about widgets at 7pm, but they might be interested in Pizza…
Companies who are new to the game will need to
do some testing in order to get a feel for what works. Testing posts at
different times and different days will help to gauge when their
users are most active and receptive to receiving notifications.
Once you get a feel, focus on peak interest
periods time for post boosts, which will help multiply its effectiveness.
Now Get going!
As Facebook’s organic
reach dwindles in response to algorithm changes, boosting a post is a great way
to reach new audiences if used properly. Low response rates and irrelevant
clicks can be avoided by first setting goals, selecting the best posts, setting
a budget and posting at the optimum time for your audience.
If you’ve taken your first steps to delivering an effective Facebook or social media campaign, but maybe feel that you still some need help with shaping your ads or strategy – get in touch, we’d love to hear from you!
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