Getting Facebook Ads to Work in tandem with your Organic Posts
Are you struggling to find the right balance between organic and paid activity on Facebook? Or maybe you are a data-driven startup that can’t directly measure the ROI for organic posts, and has therefore adopted a reactive rather an a proactive approach towards posting on social media?
The good news is that organic and paid posts work well together to help you reach even more people and achieve your marketing goals quicker. Here’s how:
1. Use organic posts to build relationships with your audience.
When you post interesting, informative, and engaging content on Facebook, you’re building relationships with your audience. This makes them more likely to pay attention to your ads when you run them.
2. Use paid ads to reach a wider audience.
Paid ads can help you reach a wider audience than organic posts can. This is because you can target your ads to specific demographics, interests, and even behaviours.
3. Use organic posts to promote your paid ads.
When you run a paid ad, be sure to promote it on your organic posts. This will help you get more people to see your ad and take action.
4. Invite people to like your page when they engage with your ad.
You’ve already paid money to engage the right people, so inviting them to like your page is a way to retain their attention for free – that is, if they accept your invite. But please don’t invite angry reacts to like your page, and take angry reacts as feedback to work on your messaging and content – you are probably not hitting the right chords if you’re getting too many laugh or angry reacts.
While the relevance score of a boosted post is affected by the engagement rate of that post alone, Facebook does take notice when people engage with your organic posts. This is because it is a good indicator of how people will respond to your ads.
Does Boosting Posts Affect Organic Reach?
Boosting posts is an effective way for organisations to reach their fans quickly, simply, and cost-effectively. However, there’s a common misconception that paying for Facebook ads using boosted posts could affect the reach of organic content. The truth is, organic reach is not affected by boosted posts.
According to Hootsuite’s Adrian Cockle, the relevance score of a boosted post is affected by the engagement rate of that post alone, not the engagement rate of the whole page. Facebook’s support information also states that relevance score is only for paid ads and is not influenced by organic content.
Will Your Organic Reach Drop After Running Ads?
There’s no evidence to suggest that running ads will impact organic reach. Any decline in reach is likely due to algorithm changes and can be addressed by adjusting your content strategy.
The Facebook Afterglow
While there’s no clear evidence that paid and organic content affects each other, there are exceptions. When a page gains new fans through page ads, Facebook will show more of your posts in their newsfeed for a short time. Additionally, if people engage with a boosted post, they’re more likely to see future posts from you.
So, does Facebook Ad activity influence organic post activity and engagement or vice versa?
Yes, Facebook ad activity can influence organic post activity and engagement. When people see that you are running ads, they are more likely to pay attention to your organic posts. This is because they see that you are investing in your business and that you are serious about reaching your target audience. Additionally, if your ads are well-targeted and relevant, they can help to increase awareness of your brand and drive traffic to your website or social media pages. This can lead to more people seeing your organic posts and engaging with them.
On the other hand, organic post activity and engagement can also influence Facebook ad performance. When people engage with your organic posts, Facebook takes notice. This is because it shows that your content is relevant and engaging, which makes it more likely that people will see your ads. Additionally, if people click on your ads and take action, such as visiting your website or signing up for your email list, this will also improve your ad performance.
Overall, Facebook ad activity and organic post activity and engagement are two sides of the same coin. They can both influence each other, so it is important to focus on both in order to achieve your marketing goals.
Here are some tips for increasing the effectiveness of your Facebook ads:
- Create high-quality content that is relevant to your target audience.
- Use strong visuals, such as images and videos.
- Write clear and concise copy that tells a story.
- Use relevant keywords and hashtags.
- Target your ads carefully to reach the right people.
- Track your results and make adjustments as needed.
Here are some tips for increasing the effectiveness of your organic posts:
- Post regularly and consistently.
- Share high-quality content that is relevant to your target audience.
- Use strong visuals, such as images and videos.
- Write clear and concise copy that tells a story.
- Ask questions and encourage engagement.
- Run contests and giveaways.
- Promote your organic posts on other social media platforms.
- Track your results and make adjustments as needed.
By following these tips, you can increase the effectiveness of your Facebook ads and organic posts, and reach more people with your message.
How to Align Facebook Ads, Boosted Posts, and Organic Posts
If you’re running a Facebook ad campaign, ensure that the organic posts shown around it are strong to make the most of the increased reach these posts will gain with new or existing fans. You might also focus your “afterglow” content on your organisation’s values, giving new followers a clear understanding of your mission.
Boosted Posts vs. Facebook Ads: Which is Better?
Boosting isn’t cheaper than Facebook ads. They should cost the same since they’re both Facebook Ads, but boosted posts are easier and have fewer targeting options. Boosting is designed to make you spend more, and it’s a quicker process than using Ads Manager. Boosted posts are ideal if you want to show your page content to existing fans without worrying about targeting. If you’re spending a few thousand pounds on advertising for leads or sales or app installs, spending a few pounds to boost each organic post can make all the difference.
In conclusion, organic content plays a crucial role in your Facebook ad strategy. While there’s no direct evidence that paid and organic content affects each other, having strong organic content can help improve engagement, leading to better ad delivery.
