Skip to main

How to Know When to Promote a Facebook Post

Authors: Jay Baer Jay Baer
Posted Under: Social Media
Listen to this Article

Jay Baer Blog PostSocial media has never been inexpensive, just different expensive. But now, the last vestiges of false assumptions about the true cost of social marketing are being wiped away. Facebook’s changes to EdgeRank essentially require that Pages pay a fee to reach more than 12 out of every 100 of their fans. Other social networks (Instagram, Twitter) are taking note and moving to algorithmic news feeds too.

If you’re at all serious about social marketing, and don’t have a line item budget for promoting social media posts, you need to add it today.

How much should you budget? Impossible for me to estimate, because fees charged by Facebook for Promoted Posts are pegged to your fan count, and range from $10 to $1,000 or more, per post.

When Do You Promote a Facebook Post?

But what I can help you with is how to decide what posts to promote on Facebook. At Convince & Convert, we use a double-down approach, and promote (we call it STIR) Facebook posts when they show early viral promise. But there are other factors you should consider before clicking “promote” and charging your credit card. Will the post still be valid in a few days (it can take Facebook a while to show it)? Is it meaningful enough to your business to promote it?

Here’s our handy guide with a four-part decision process.

When do you promote a facebook post
When Do You Promote a Facebook Post? (click for downloadable version)

Get our best tips in your inbox! Join the smartest marketers who receive our ON newsletter.

Want more great content like this?

A twice-monthly dose of the trends and insights you need to keep you ON top. In each email, our team will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

Subscribe to our Newsletter

Or are you looking to subscribe to one of our podcasts

b2b influencer

Ready to Get Started?