What are sponsored posts on Facebook?

You might ask yourself. What are sponsored posts on Facebook? Well, the answer is that promoted or sponsored posts on Facebook is something which is in between a standard post and an advertisement.
Facebook logo in the water

You might ask yourself. What are sponsored posts on Facebook? Well, the answer is that promoted or sponsored posts on Facebook is something which is in between a standard post and an advertisement.

Sponsored post on Facebook

A sponsored post on Facebook will look very much like a regular post but will be clearly labelled ‘sponsored’.

 

According to Facebook pages organically reach about 16 % of their fans on average. This is not unique to business pages. This can also be said about the degree of reach between users and their friends.

Fans may miss content from friends or pages if they are not logged in when the posts are active in the news feed. Additionally Facebook uses an algorithm to rank content based upon the likely interest to a user to help deliver the most relevant content.

And the concept of sponsored posts is very straight forward.

Four step guide to promoting a post

  1. Select the post you want to promote
  2. Click the ‘promote’ button next to the ‘comment’ button and the ‘share’ button.
  3. Select how many people you want to reach, for how long and at what cost.
  4. Post regularly on your page and Facebook will distribute your most recent post to your target audience.

Unlike Facebook ads, there is only a lifetime budget but this can be as little as $5. But be aware. A lower budget means less people are likely to see your post.

Promoting a post on Facebook

With sponsored posts you have full control over how much you want to spend on sponsoring your posts.

 

What are sponsored posts on Facebook helping me achieve?

Most importantly by sponsoring your posts you can make sure that your fans see your stories.

Once you promote a post, the post will be labelled as a sponsored post and your potential audience will be limited to people who like your page and their friends. You have the option to exclude or include friends.

Unlike Facebook ads which can be missed in the news feed, the sponsored post will take up as much as a third of the news feed making them very visible.

According to the social media blog Socialmouths which was amongst the top 10 social media blogs of 2014 according to Social Media Examiner a sponsored Facebook post has more advantages than disadvantages:

Advantages:

  • Budget friendly
  • Easy to reach your audience and their friends
  • Great for promotions, launches and events
  • Simple to launch
  • Better engagement from followers
  • Increases brand awareness
  • Easy to spot in a typical news feed

Disadvantages:

  • Need to pay more to reach more followers
  • Smaller follower base means less impact
  • Only reach those who have liked your page and their friends

Want more? Sign up for the Native Advertising Institute Newsletter and get insights from the people who live and breathe native advertising. 

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