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Paid Distribution ROI for Facebook

Your organic Facebook reach is tanking. It’s OK. Everybody’s is. You are not alone. This is all part of Facebook’s plan to push more and more brands to take advantage of its paid post promotion, and you know what? That’s OK, too.

Let’s take a look at a few of our client’s numbers over the last years showing increasing audience, but decreasing organic (non-paid) reach.

Organic Reach - National B2B

Organic Reach - B2C Home Goods Club

 

Organic Reach - Not for Profit Museum

Organic Reach - B2C Outdoor Retailer

PAID ROI

As an individual user (assuming you use Facebook as an individual), it’s frustrating that you don’t see all the posts you want to, but as a brand you have no excuse for not putting some paid distribution behind your content. If you took the time to create great content, why wouldn’t you want to back it up with a spend? The obvious answer to that question is “because I don’t know if it will work.” Worry not, we’ve done some of the legwork here, and the good news is that Facebook does, indeed, deliver on paid distribution spend.

 

1.15% Increase per $1

Facebook, of course, wants to encourage you to keep spending on promoted posts, so it really does deliver results when you put a spend behind content. It’s also worth noting that the spend in no way has to be huge. We’re not putting a commercial on the Super Bowl, after all; we’re just pushing good content along with some paid distribution.

Obviously every client is different, and every audience is unique, but we’ve seen on average around a 1.15% increase in eyes on content above average per $1 spent promoting a post.

A spend as little as $50 can significantly increase the reach and engagement of your content. We’ve seen client spends as little as $25 see distribution gains of 100% or more on a specific campaign.

Having some reservations around paying Facebook to show your content to fans that you earned along the way is normal. However, this is Facebook’s platform, and Facebook’s team members can obviously use it however they see fit. And right now, they want to promote their paid distribution services, as they have shareholders to answer to. If your audience members were showing a return on your content marketing before, they still can be useful to your overall branded owned media.

Now’s not the time to abandon that audience – you just have to adapt to how the platform has changed. If other brands are slow to change the way in which they interact with Facebook, that leaves more eyes to be on your content rather than theirs. Regardless of this, if you’re creating good content that you want to get out to your audience, this is the way it works. It’s Facebook’s pay-to-play world, and we’re just living in it.

5 Responses

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  3. Jessica

    Thanks for the info! Can you give any more info on why the ROI on Client #3 was lower than the rest? Does it make sense for nonprofits to use their limited budgets pay for promoted posts, do you think?

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