“Like” it or not, Facebook has increasingly become a pay-to-play network for businesses over the past few years. Unfortunately, many business marketers have learned of this limitation the hard way, as they’ve sadly witnessed the dwindling of interactions with their organic posts.
To cope, we can either make faces like the new angry reaction emoji, or we can get on board by getting better at supplementing organic efforts with paid initiatives.
The News Feed algorithm limits the percentage of brand posts that reach users, especially cutting down on showing sales-specific posts. Out of every thousand users who like your page, perhaps only 5-10 (or 0.5% - 1.0%) of those users are likely to see any one organic post.
As a solution, Facebook offers the chance to use Facebook advertising to promote posts. Obviously the necessity of spending money to do something you could formerly do for free can be frustrating. Fortunately the tradeoff is the opportunity Facebook Advertising offers to highly segment your target audience by specific demographic parameters.
Today, a smart social media marketing plan should also include a budget for paid promotion. Check out our primer on building ads Using the Facebook Ads Manager.
In this article, we’ll talk about ways to integrate paid promotion with your organic social posting strategies in order to achieve the maximum reach to your target audience. In addition, we’ll address some potential concerns with images for ads.