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The facts behind why you should advertise on Facebook


Facebook has come a very long way since its creation in 2004.

It has transformed from a personal social media platform, where we engage on a person to person basis, into a pay to play platform for businesses.

Once businesses realised the potential that Facebook held for marketing and sales with the individual, they started creating Facebook pages. Facebook realised this and introduced paid advertising around 2012.

Not only did they introduce paid advertising for businesses, but they also started penalising Facebook businesses with their algorithm, reducing how often they would appear in user newsfeeds. Hence the term “pay to play,” and this is true, even in 2020.

If your social media manager is measuring and reporting on your social media channels, you will be able to clearly see the distinction in traffic on Facebook where you spent money behind a post, and where you did not. The impressions and engagements will tend to spike when there is money put behind a post.

However, this is not to say that an organic (unpaid) Facebook post cannot achieve similar results, but it does need to have that “shareability” factor, that makes people want to engage with it, like it, share it, comment. This combination can result in similar results to a paid/boosted post, but it is rare and takes practice.

When we say paid posts, this can be from as little as $10 boosted over 24 hours, but the return can be significant. The more you spend, the more eyeballs/impressions you receive.

Through Facebook Business Manager you can create video ads, image ads, and carasoul ads. Even better, if you don’t have a budget, you can create organic (unpaid posts) that look like ads with a call to action button included, but no money is put behind it.

You can even create dark posts: Posts that do not appear on your Facebook page itself, but are delivered through the Facebook newsfeed to people you have specifically targeted to receive your marketing message.

No matter what, Facebook advertising is very effective (and includes Instagram), so your business should be investing annual budget into Facebook advertising or post boosts. Whether that looks like $200 per month, $500 per month, or $1000 per month, is up to you, but remember, the more you pay the more eyeballs you get.

Digital advertising delivers a far more measurable return on investment than traditional media, so it is worth investigating digital advertising, measuring the outcomes, then determining whether you continue with it.