Having a Facebook fan page is a good move for any Internet marketer. It allows you to connect with people and engage your prospects more intimately than most other promotional platforms out there. However, it would be inaccurate for you to think that all your fans are seeing every status message, event, photo or video that you upload on your page. Facebook’s EdgeRank algorithm allows only the people who are most likely to be interested in your page’s activities to see what you’re posting on your timeline.
That said, it’s common to see that only about 15-20% of your page’s total followers are actually shown your posts. Until recently, there was no way to get around the limits that EdgeRank sets except to naturally have people gravitate to your fan page and really get them to engage with you. Savvy marketers have long drooled over the prospect of getting more of their page’s followers to see their posts and Facebook seems to have listened and granted this wish.
Enter Facebook’s Sponsored Posts. This is a brand new form of advertising from Mark Zuckerberg and his boys that’ll help marketers like you and me socially charge our marketing campaigns in a bigger way. The concept is simple: any post on your fan page can now be made sponsored whether it’s a status message, an event, a video or what have you. A sponsored post will reach more of the people who liked your page than a non-sponsored one usually does, giving it more exposure and extra traction if your followers like it or comment on it.
A sponsored post can run up to three days after the moment it gets published depending on the budget that you set. You can also narrow down the people you want to show it to with the system’s built-in target settings. This platform is reminiscent of Digg’s sponsored stories during its heyday, by the way.
Probably my only gripe about all this is that Facebook didn’t give any details as to how many more of your followers will be able to view your sponsored posts. It would be cool if it was everyone, but it doesn’t seem like it according to a statement from the social networking giant.
“Your promoted posts will be seen by a larger percentage of the people who like your Page than would normally see it. It will also be seen by a larger percentage of the friends of people who interact with your post,” Facebook said.
Fortunately, there are tracking stats that will allow you to measure campaign success and get a feel on whether or not the system gives you a positive ROI. Sponsored Posts will be available only to pages that have 400 or more followers for now.
What do you think about Sponsored Posts, cuz? Does it seem more inviting than Facebook’s older PPC platform? As far as I’m concerned, this is a very attractive offering because of two things:
1. Sponsored Posts are more likely to get noticed by your prospects because they’ll show up right in the middle of their screens along with regular news feed items as opposed to the right corner where people have learned not to pay too much attention because they know it’s mostly ads over there.
2. Since Sponsored Posts will show up only to existing followers and not demographic-based targeted audiences, it will carry a better amount of brand familiarity with it and it’ll stand a better chance of soliciting a conversion. I can see this becoming useful for opt-in and product launch campaigns.
Alrighty, cuzins. That’s probably all you need to know about Facebook Sponsored Posts right now. If you have more than 400 followers, check it out and see if you like it. Tell me how it works for you in the comments section below.