Facebook Ads vs. Promoted Posts
Facebook ads are a great tool to use to get new “likes” and reach a specific audience. These are the ads that appear on the right side of the newsfeed. Facebook allows you to target people based on demographic factors and specific interests so it let’s you narrow down your audience to people that will likely be interested in your business. You can specifically choose people who have identified themselves as cyclists in your area.
Facebook allows you to set up a budget so you can control how much you’re spending. The budget can be as high or low as you want and your ads will appear to the most relevant audience so your money is spent effectively.
The great thing about this type of paid promotion is the analytics that Facebook provides. You can see how many people your campaign reached as well as specific information such as who clicked on it and how they interacted with your page.
The other type of paid promoting is a promoted post, which is a mix between a regular post and an ad. You can choose to promote any post that you have on your page by clicking the “boost post” button in the bottom right hand corner of the post. When you do this you’ll automatically be prompted to select your budget. When you select the amount you want to spend you will see an estimated reach, this will show you approximately how many people will see your post. The post will show up on the newsfeed of people who like your page and their friends.
Promoted posts are helpful to share an important message about a sale or upcoming event. You can include text, a link and a photo or video. Promoted posts are a good way to bypass Facebook’s algorithm which dictates which people will see your post. For example if you have 10,000 likes, only a fraction of people will be exposed to your posts, by using a promoted post a larger fraction of people who like your page and their friends will see it.
The chart below shows a side-by-side comparison of both types of promotion. This can help you when choosing which platform to use.