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Newest Changes to Promotional Posting on Facebook

Facebook PagesAs part of an ongoing survey Facebook asked hundreds of thousands of people how they feel about the content in their News Feeds (what you see when on the “home” tab of your Facebook).

People told FB they wanted to see more stories from friends and Pages they care about, and less promotional content. What FB discovered is that a lot of the content people see as too promotional are posts from Pages they like, rather than ads. News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Now Facebook is bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.

Consistent traits that make organic posts feel too promotional:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads – if you are also buying FB ads, don’t cut and paste the ad content into your posts.

Examples of these types of Page posts:

Promotional Content on Facebook

Promotional Content on Facebook

Promotional Content on Facebook

Promotional Content on Facebook

Promotional Content on Facebook

Beginning in January 2015, people will see less of this type of content in their News Feeds. News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feeds has increased. All of this means that Pages that post promotional content should expect their organic distribution to fall significantly over time.

This change will not increase the number of ads people see in their News Feeds. The idea is to increase the relevance and quality of the overall stories – including Page posts – people see in their News Feeds.

Sounds more to me like they want you to “pay” for promotional posting, whether it’s through the ad campaigns or “boosting” a post…

Some advice from folks who use both ad campaigns and boosting:

Question Posted: Are you running a Facebook campaign currently that is seeing positive results? If so, share in the comments who you are targeting and what your message is, etc.:

FB Commenter #1: I wouldn’t say I’m having any “success” yet, but I’m running ads to NYC as it is a large feeder market for vacation property here. Targeting 30+ years old, interests in skiing and real estate, highly likely investors. We’ve got quite a few clients from there already in the financial industry so it seemed like an easy choice. So far, 51 clicks for $30.

FB Commenter #2. We’ve found the best luck with paying to “Boost” posts vs. ad campaigns – the thought is that perhaps it’s due to the boosts showing up in News Feeds as “Sponsored Posts” vs. “Paid Ad.” This will especially ring true starting in Feb when FB gives users the option to “Opt Out” of seeing ads (but not boosts). It works best if you let the post reach organically for a day or so before boosting. As an example, we boosted a Sunday Open House post for 24 hours (starting Sat morning) at $20 which resulted in over 7,500 FB impressions with 1,040 direct clicks to our website that converted to 5 qualified buyer leads and 1 listing lead. That’s a pretty average result and a fantastic ROI. We did a similar instant Home Valuation promo over Thanksgiving weekend which ran for 4 days with a budget of $100. It received over 21,000 impressions with 115 valuations on our website and 8 listing leads. That was the first Home Valuation boost, so we’ll be tweeking it and running another one to A/B test for better results.

If you’re not into ads and boosting, you can avoid being “too promotional” in your posting by following these guidelines:

1. Make sure any promotional content you post has “context”

Give context to all the promotional material you post.

Example:

“Real estate agents who have been using the Point2 Agent platform for years have probably been using the older themes which are not responsive. Learn more about a way to convert your Point2 Agent website into a responsive design!”

vs.

“Click the link below to buy a responsive upgrade for your Point2 Agent website – only $299!”

2. Use your posts as a way to drive traffic to your website!

Make the most of your Facebook marketing by having a newsletter sign-up or IDX registration required for visitors once they’re on your website.

3. Regularly post non-promotional content for engagement from your fans.

When you’re posting valuable content that gets likes, shares, and comments from your fans, FB sees that as useful info and shares your posts with more of your fans.

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