Facebook identifies engaging posts for page owners to promote
Facebook is testing a homepage module that recommends a recent engaging post for page owners to promote and reach more people with.
Reader Matteo Gamba says he saw the “Get More For Your Budget” prompt, shown right, next to his News Feed today beneath a summary of his current ad campaign. It identified a well-performing post and linked to a page where he could buy additional reach through a Promoted Post.
Specifically, Facebook noted that his post was getting 85 percent more engagement than other recent posts on the page. This is something that many Preferred Marketing Developers are building into their platforms to provide marketers with data they can act on and recommendations on how to allot their ad dollars.
When companies have an engaging post, best practices suggest that they capitalize on this by applying some paid media to increase its distribution. Some might initially think the opposite: that they should pay to promote their posts that aren’t doing so well. However, Facebook and third-party ad providers say to focus on what’s already working and amplify it. The money spent on promotion will go further if the post is already naturally engaging and leading users to interact with it or share it with friends.
For now this module seems like a small test to increase Promoted Post sales, but if Facebook expands this into an actual product as part of an update to Insights, there could be less incentive for marketers to use some of the software that third-parties are developing to make these sorts of observations and suggestions.