Should You Increase Your Paid Content on Facebook?

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Our Best Suggested Strategies to Power Up your organic and paid reach on Facebook.

1. Be more selective about what you post.
Marketers have to switch gears from untargeted, frequent publishing to targeted, selective publishing. The goal is no longer to spray and pray -- it’s to get as much interaction from a single post as possible. Each post published to a brand Page can be targeted to a specific audience regardless of whether or not it’s sponsored, which may improve overall interaction with that post among other people who are likely to find it more interesting and relevant.

2. Encourage fans to engage with your posts when they do see them, so they see more of them.This can be as simple as adding a reminder to "Please Like and share" at the end of your posts.

3. Start treating Facebook like a paid ad platform.
If you’re going to pay-to-play, get your targeting right. Once you’ve built an audience of relevant fans, focus on advertising the content assets you’ve created -- blog posts, videos, etc. -- and use ads to amplify them to targeted users. 

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4. If you do advertise, go beyond the basics.
Facebook’s targeting capabilities have gotten considerably better over the past few years. You can now pay to reach your ideal persona based on demographics, interests, web behavior, and more.

5. Share engaging videos on Facebook.
Videos on Facebook are engaging and make visitors more likely to stop, watch, and maybe even unmute when they spot them in the News Feed. Use videos with captions, animations, and engaging visuals to draw in Facebook users' attention. Native Facebook videos have an 186% higher engagement rate and are shared more than 1000% more than videos linked to from other hosting sites. Take the extra steps to publish videos for the platforms you're promoting them on for best results -- distribute your content on Facebook, YouTube, and other social platforms you're trying to leverage.

6. Broadcast on Facebook Live.
If you're not already doing so, start broadcasting on Facebook Live. Users spend 3X more time watching live broadcasts than traditional videos on the platform, so start experimenting with live content if you're concerned about your organic reach. Advertise what you're doing on different platforms to generate buzz, broadcast for several minutes (at least) to help your broadcast get surfaced in the News Feed, and share authentic, behind-the-scenes content to attract and interest your viewers.

7. Re-allocate your time and effort toward your owned assets.
Since the only constant with Facebook (and the larger digital media landscape) is change, it’s always safest to focus on the digital channels you entirely own and control -- your website and blog. Spend the vast majority of your effort creating content (blog posts and long-form content such as videos, ebooks, or case studies) that will continue to garner inbound traffic, leads, and customers long after they’re first created. If you have time and budget, share those assets to Facebook for additional reach.

More information available on Hubspot

Kevin Barraco