Over the past few months since Facebook released the ‘Promote’ option for posts we have been studying it. The option is a one-click ‘Promote’ this link listed on each post for a simple $7 fee to ‘expand’ the post into a wider audience. In terms of marketing this seems like a no-brainer since anyone can post an ad, article, news or information and reach more people without having to setup a pay per click account. Initially the fee was $5 but once it proved to be a success the fee was raised to $7.
When anyone makes an update on a ‘Page’ or ‘Profile’ the option will show on the lower right side to ‘Promote’ this post with an estimated reach listed. We used this option to ‘Promote’ several posts from August 2012 to February 2013 and tracked the results. Using Google Analytics, each post was tracked by the number of views and referrers it received naturally versus the ‘Promote’ option.
We expected the ‘Promote’ option to deliver a significantly higher return but were surprised when it was nearly the same as a regular post nearly every single time. The ‘Promote’ option was used on the example below showed 331 views on the first ‘Promoted’ post while the second post had 296 views without any paid promotion. There was a significant spike in views every time a post was shared on Facebook but the difference between a paid post and a normal one was usually around 10%.
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