Nov 02 | Hannah, Assistant Account Executive
In the past few months, social networks have been vamping up the opportunities for business on their platforms. Just after Facebook’s IPO bust, they launched “Promoted Posts.” Business on Twitter have the opportunity to promote their Tweets. If your business uses Tumblr, you can “pin down” your posts. What does it all mean?
The basic idea behind these features is to allow more of your followers to see your content – guaranteed. Put up a little cash and a larger percent of your fans or followers will see the post you want them to. Guaranteeing customers will see more of your content seems like a great thing, even if you have to pay for it. But is it worth it?
Facebook’s Promoted Posts cost as low as $5, but go higher depending on the amount of fans you have. They stay promoted for up to 3 days after the purchase date. Purchasing this promotion ensures that more fans will see your post – and when they like or share it, more of their friends will see it to. The post is highlighted and labeled, so fans and followers know that it has been promoted.
Twitter’s Promoted Tweets, Trends and Accounts work in a similar fashion. Labeled as “Promoted,” these Tweets, Trends and Accounts reach a wider audience – even those who aren’t originally following the brand. The Tweets appear at the top of all search results pages, home Timelines and enhanced profile pages. These promoted posts appear to those who are likely to find the content interesting based on current Twitter accounts being followed.
- The promoted post option on Facebook allows you to target specific audiences by geographical location and language. The promoted Tweet options allow you to create your own audience by choosing targeting options as well.
- Sponsored Tweets take users off Twitter and onto your desired landing page when clicked.
- It’s easy. Promoting a Facebook Post is as easy as posting a picture or regular status. The tools are all at the tip of your cursor.
- Analytic functions are available. You can easily see how many people have seen the post and if they took further steps, i.e. click-throughs.
- Twitter’s Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis, so you only pay when someone engages with your Tweet.
- All audiences know you’ve paid for them to see the post.
- There are already too many ads on Facebook. The ads on the right hand sidebar of Facebook is crowded with adverts directed at Facebook users, and they are more than often ignored. There is a likely chance that your promoted post may get visually jumbled with these ads, and annoy users.
- For Facebook Promoted Posts, the more fans you have, the more it costs.
- Promoted Tweets are currently in beta selection. You have to sign up for the waiting list.
- You can spend a lot and receive small results. You may be able to guarantee that a customer sees your content, but you cannot guarantee that they will be interested enough to pursue it.
- There are more meaningful ways to engage your customers on free platforms like Facebook and Twitter. Why pay for something that you are currently using for free?
Facebook and Twitter are exceptional ways to promote your business and engage with clientele. They are free tools that reach a wide, diverse audience in an engaging way. Your fans and followers are already on Facebook and Twitter because they either enjoy using it, or they’re looking for content like yours. Yes, there are upsides to promoting a post, but in moderation. Use your content and creativity to engage fans and followers. Sincerity in social networking goes a long way!