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Instagram ads are a relatively new way to gain an audience online. As you probably already know, Instagram is a platform where users may post videos and photos and look at the videos and photos of others. Photos and videos may be captioned and others may “like”, comment on and share preferred content. Content may be shared across an array of social media platforms, from Facebook to Flickr and beyond.

Some of the world’s biggest celebrities use Instagram in order to connect with fans – model and reality TV star, Kendall Kardashian, is just one example. This does not mean that Instagram is only for the cool kids. Companies also utilize Instagram in order to promote their goods and services, find customers, and build their brand.

To take things to the next level, the team at Instagram now offers paid Instagram ads. While it is possible to grow your Instagram audience organically, it takes a lot of work. And, unlike other social networks, Instagram’s tight API does not allow for cheats. Instagram ads are an easy (and – if done right) inexpensive way to build a targeted audience.

If you’ve ever seen or bought paid Facebook Ads, you will get the general gist of what the benefits of buying social media ads are. These benefits will be similar no matter which online social media platform you buy from.

Basically, with any platform, you’ll be able to put your ad in front of new people who may be intrigued enough to click on your ad and buy whatever you are selling. Instagram is incredibly popular, has great engagement, and is growing exponentially, so you should strike now.

Now that we’ve talked about what Instagram is and discussed the value of buying Instagram ads, let’s talk about how to create these paid ads…you’ll find that the process is pretty simple and straightforward.

Step by Step Guide on How to Create Instagram Ads

1. Choose an Ad Format

There are a trio of ad types available, so you’ll have choices: image ad, video ad, carousel ad.

Image: When you opt for the Image style, you’ll be able to use pictures in order to tell a story and sell your goods and/or services.

Video: With the Video feature, you’ll have thirty seconds of run time – within this time frame, your video may deliver any type of message that you desire (according to Instagram’s Rules of Service).

Carousel: The third option, Carousel, will allow you to use an array of images which may be swiped through by the person who’s looking at the ad.

How to create Instagram ads starts with choosing an ad option. So, give some thought to which one is best for you. Now, let’s talk about how to create effective Instagram ads, no matter which format you choose…

2. Link Up Your Instagram Account

Where to turn on Instagram ads on your Facebook business page

Getting going with Instagram ads will require a few steps. After you choose an ad format, you’ll need to visit your business Facebook page and hit the Settings area, which is located on top of the web page. Inside of the Settings feature, you should click on the area called Instagram Ads. When you do so, your Instagram account will become connected to your business page at Facebook.

How to run Instagram ads via Facebook

Next, you’ll need to stay on Facebook and log into the Ads Manager account. If you don’t know how to create an Ads Manager account, the link above will help. You can also use Facebook help or do a search online in order to find instructions. There are plenty of them out there.

You should know that you won’t be setting up your ads via this ad manager interface. Instead, you’ll need to download the advertisements via the Power Editor. This is a necessary step for making an Instagram ad. You’ll find the Power Editor feature on top of the web page, below the Ads Manager section. You should use Chrome as your browser in order to utilize Power Editor.

The next step is downloading the Power Editor feature. You may do this by clicking on the Manage Ads section which is found within Power Editor. After this, you’ll need to click on the “Create Campaign” section.

You must now choose your preferred objective. You have three choices:

How to create instagram ads part 1

  1. Video views (great if you want to increase your reach)
  2. Clicks to your website (direct call to action)
  3. Mobile application installs (another very direct call to action)

Selecting one of these three choices will help you to get the right results from your Instagram ads.

To continue, you’ll need to make a new campaign, make a new ad set and then create your ad. You may adjust Instagram placement if you like.

Choose an audience to properly target Instagram ads

Next, it will be time to create your parameters in terms of your budget, your ad schedule, your target audience and your placement. This happens in the Edit Ad Set area. Browse the options and choose the ones which are right for your objectives. Just be certain that you click “Instagram Advertising” and de-click (de-select) the other selections.

Lastly, before you create your Instagram advertisement, you’ll need to sync Facebook with Instagram. This happens within Ad Set, in the Ads area. You’ll see an option to connect Instagram with Facebook.

A visual aid to help you create instagram ads

Next, wrap things up by making your ad. You’ll do this by entering a website URL, as well as any text which goes with your picture. You’ll have three hundred characters to choose from. If you want to, you can put a call to action with your ad.

Once you’ve chosen your ad image, etc., just save the changes and the ad will enter the review phase.
Make an Instagram Ad Today

Now that you know the steps, why not make an Instagram ad today? When you do, you’ll be able to expand your outreach and attract new customers. This strategy works for tons of entrepreneurs and it will work for you, too.

How to Manage Your Instagram Accounts

Socialdraft is an all-in-one Social Media Dashboard that helps you manage Instagram. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:

Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages (and one LinkedIn account) and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Keep an eye on your online reputation and easily share the good news to social
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…

If you are curious about Socialdraft, take it for a risk-free trial. You’ll get to try out all the features and decide if Socialdraft is right for you.

In order for business owners to successfully market their goods and services on the Internet, they need to understand the social media landscape, along with all the associated esoteric terms. For example, there are dozens of Facebook metrics, but even the most popularly used metrics are largely misunderstood because they don’t mean what people think they do.

As Jon Loomer, a digital marketing consultant points out, Facebook marketers regularly confuses Facebook Insights terms, so Loomer has provided a thorough breakdown of every important Insights term — both popular and obscure — that you need to know.

Complete Glossary of Terms For Facebook Insights

Reach and Impressions

Total Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker, Timeline or an ad.

Organic Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker or Timeline without advertising.

Paid Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker or Timeline with an ad.

Total Impressions: The number of times your content was shown on News Feed, Ticker, Timeline or an ad. One unique user can be shown multiple impressions.

Organic Impressions: The number of times your content was shown on News Feed, Ticker or Timeline without advertising.

Paid Impressions: The number of times your content was shown on News Feed, Ticker or Timeline with an ad.

Logged-in Page Views: The number of times your page was visited by a logged-in user.

Logged-in Tab Views: The number of times a tab was visited by a logged-in user.

Frequency Distribution: A breakdown of the number of unique users served an impression of your content by frequency (1, 2, 3, 4, 5, 6-10, 11-20 or 21+ times).


Engaged Users: The number of unique users who clicked anywhere on your content, whether it resulted in a story or not.

Engagement Rate: The percentage of unique users who liked, commented on, shared or clicked on your post after having been served an impression.

Consumers: The number of unique users who initiated clicks on your content that did not result in stories.

Consumptions: The number of clicks on your content that did not result in stories. Types of Consumptions: Link Clicks, Photo Views, Video Plays and Other Clicks.

Post Clicks: The number of clicks on your content, whether it resulted in a story or not.

Talking About This: The number of unique users who generated a story about your content.

Stories: The number of times users interacted with your content in ways that were displayed to friends and followers. Examples: Page like; check-in, page mention, Event RSVP; Offer claim; post like, comment or share.

Negative Feedback: Actions users can take to tell Facebook that they do not want to see your content. Examples: Hide post, hide all posts, report as spam, unlike page.

Positive Feedback: Actions users take that generate stories and spread your message to their friends. Examples: Question-answer; Offer claim; post comment, like or share; Event RSVP.

Fan Data

The following terms are found in the Page Level Export…

Count of Fans Online: The number of your fans online per hour, by day, to see any content from any source.

Daily Like Sources: The exact location a user chose to like your page.

Total Likes: The number of likes accumulated by your page through a particular day.

Daily Likes: The number of likes accumulated on a particular day.

Daily Unlikes: The number of fans who unlikes your page on a particular day.

The following terms are found in the “Key Metrics” tab of the Post Level Export…

Fan Impressions: The number of times your content was shown to fans in News Feed, Ticker, Timeline or an ad. One unique fan can be shown multiple impressions.

Fan Paid Impressions: The number of times your content was shown to fans on News Feed, Ticker or Timeline with an ad.

Fan Reach: The number of unique fans who were served at least one impression of your content via News Feed, Ticker, Timeline or an ad.

Fan Paid Reach: The number of unique fans who were served at least one impression of your content via News Feed, Ticker or Timeline with an ad.

Engaged Fans: The number of unique fans who clicked anywhere on your content, whether it resulted in a story or not.

How to Manage & Grow Your Social Media Accounts

Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:

Schedule posts to multiple Social media accounts
Monitor your online reputation
Have multiple people create and post content
Pull Reports
and much more
If you’re curious about how Socialdraft works, take us for a risk-free trial.

For businesses that advertise on Facebook, it’s important to be able to determine the number of paid versus organic activities on your page in order to accurately measure organic growth. And since organic growth reveals successful tactics for building your audience, it can also be used to calculate your Facebook advertising budget.

According to Facebook, if someone views an ad for your Page and likes your Page several hours later, it’ll be counted as a paid like because it occurs within one day of viewing your ad. If someone clicks your ad and likes your Page several days later, it’ll be counted as a paid like because it occurs within 28 days of clicking your ad.

Some marketers urge brands to create new ad campaigns in order not to get overcharged for ads by Facebook.

Calculating Paid and Organic Likes

Paid and Organic Likes are broken down within Facebook Insight’s Like Sources which can be viewed within the Insights Tool, or the Insights data export, where the number of unique people that liked your page is listed by location.

There are three components of Paid Likes found within Like Sources: ads, mobile ads, and sponsored stories. The sum of these three components represent the total number of Paid Likes for your page. Organic Likes, page Likes that cannot be attributed to Facebook advertising, are calculated by subtracting Paid Likes from Total Likes.

Simply Measured’s Nate Smitha points out that the challenge of measuring paid ads and forecasting performance isn’t limited to Facebook Likes. Paid advertising also affects Engagement, Reach and Impressions.

To analyze Organic Likes further, try using SocialDraft.

Use Socialdraft to analyze Organic Likes on Facebook

Free Lunch is Over

Christopher Penn notes: “Facebook has made it abundantly clear that the free lunch of unpaid social media marketing using their service has come to an end; this ‘strategy pivot’ is punishing brand Pages repeatedly until they pay to reach their audiences.”

4 Tips to Maintain Low Cost Engagement

4 Tips On Cutting Facebook Ad Costs and Boosting Engagement

Penn has provided 4 tips to help maintain engagement and mitigate the cost of Facebook ads.

First, stop chasing Likes. Every 2 Likes you get is essentially a penny more you have to pay per post. Let people Like your page if they truly do like your brand, but stop asking them for Likes, and certainly stop paying Facebook for more Likes unless you’re prepared to pay again to advertise to that audience…every Facebook Like will cost you $1.82 in Promoted Post payments (at one sponsored post a day) to ensure that your new Like can consistently see what you’re publishing.

Second, you don’t have to necessarily pay to promote every single post. If you can’t afford to sponsor a post a day, consider sponsoring one every couple of days, paying only for the posts that are likely to generate the down-funnel activities you are trying to achieve. For example, you may not want to pay to promote a daily blog post, but you might want to invest in a post promoting an eBook or app download.

Third, supplement your Facebook marketing with other forms of digital marketing. Put a roundup of your blog posts in your weekly email newsletter. Share your best stuff on other social networks to ensure that it gets seen. Hop on new networks as you have time and resources to do so; newer networks are focused on audience building rather than immediate monetization.

Fourth, make some room in your marketing budget for Facebook if it’s still important to you. The bottom line is that the free ride is over on Facebook. If you want to play, you have to pay, so allocate budget accordingly. If you use our calculator, you’ll see what Facebook expects you to pay per day for the rest of this year.

The surest sign that social media has achieved maturity is that the free ride has come to an end. Expect more social networks to follow Facebook’s path. If you’ve been overly reliant on Facebook for your business, it’s urgent that you diversify as quickly as possible to other networks and other digital marketing tools that will help you save money – like Socialdraft.

How to Manage & Grow Your Social Media Accounts

Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:

Schedule posts to multiple Social media accounts
Monitor your online reputation
Have multiple people create and post content
Pull Reports
and much more
If you’re curious about how Socialdraft works, take us for a risk-free trial.

One of the most effective ways to get the maximum bang for your buck out of your advertising dollar is to target ads to the demographic most likely to purchase your product or service.

With Facebook’s recent launch of what the company calls hyper-local advertising, brick-and-mortar businesses can target ads to anyone who lives within a specific distance of their store.

Local awareness ads are supposed to be more cost-effective than traditional advertising channels like newspaper, and offer more precise targeting and greater reach. Facebook suggests that when it comes to driving in-store sales, advertisers claim an ad’s reach is far more important than the engagement it receives.

Advertisers can set a radius as small as a mile and the ads will show up on people’s phones or web browsers. After business owners select an address, or one from their Facebook Page, along with choosing a radius, gender, and age range, they can add a photo and message, and Facebook routes these ads to people in the vicinity.


Advertisers can even select to include directions in their ad via a button that will launch a map app in a user’s phone. You can also choose the people on the basis of age, sex and profession.

Around 1 billion mobile users give Facebook access to their location, and desktop users volunteer their current city or can be located by IP address. Facebook even has real-time location on some users in the US thanks to its recently launched ambient proximity feature Nearby Friends.

As TechCrunch notes, imagine walking down the block scrolling your News Feed and getting an ad for a bar or clothing ship just a few hundred feet away. “Those ads probably wouldn’t be that effective if targeted to the entire city. But by reaching people within a mile of the business, Facebook may be able to drive foot traffic that leads to real sales.”


Facebook insists that advertisers select locations, not specific individuals, for local awareness ads. Facebook does not tell advertisers which specific people are in any audience and, as with our other advertising products, all audiences must meet a minimum required size. People have control over the recent location information they share with Facebook and will only see ads based on their recent location if location services are enabled on their phone.

Getting Started

1. To get started, head to the Ads Create tool and select “Local Awareness”. Then select the Page of the business you want to promote. (Advanced advertisers can also access this feature in the API.)

2. Next, enter your business’s address (if it’s already provided on your Page, the address automatically populates), and the radius around which you want to advertise (for instance, an area covering 1 mile around your business). A map will show you the area covered by your ad. Our system uses all this information to create an audience for the ad that includes people who live nearby or were recently near your business.

3. Then choose the age and gender of your audience and set a budget and duration for your ad. Based on your settings, we’ll show how many people you can expect to reach each day your ad runs.

4. Last, enter the imagery and text for your ad. For example, if you’re promoting a daily special at your restaurant, you might want to choose a picture of the dish along with some text enticing people to come in and try it. You can also add a call-to-action button for your ad — “Get Directions” (to help people find your store) or “Like Page”.

How to Manage & Grow Your Social Media Accounts

Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:

Schedule posts to multiple Social media accounts
Monitor your online reputation
Have multiple people create and post content
Pull Reports
and much more
If you’re curious about how Socialdraft works, take us for a risk-free trial.

Back in 2012, Facebook introduced a Promoted Posts feature in the U.S. allowing users to pay to get posts more visibility in the news feed. At around $7 per post, Facebook envisioned the posts would be used for garage sales, parties, wedding photos and other announcements. The option could also be used to promote bands, and other events.

After you published a post, you payed for a Promote button to increase its rank in the news feed so that it appeared both higher in the feed, and to a larger portion of your friends. Unpromoted posts are usually only seen by 12-16 percent of your friends. After you Promoted a post, it was marked “Sponsored,” and you could check to see how many more people saw your sponsored post.

You could access the details about your sponsored story, as well as metrics about how many people it reached in your Ads Manager. This is also where you could go to to edit the targeting of your sponsored story. When editing your sponsored story, you were taken to the ad creation page with the details from the sponsored story already filled in, giving you the opportunity to make changes to the ad title, text, image, targeting or bid. You could select targeting parameters in the Choose Your Audience section of the page.

Facebook personal sponsored posts

But last month, Facebook tacitly pulled the feature.

Facebook originally promoted the feature in major trade publications, with an announcement regarding the tests on Facebook.com. Aimclear points out that in classic Facebook style, there are few or no announcements to be found regarding the retired feature.

The original Facebook announcement was here, but now returns a 404 error. The Help Center link “Ruby” also returns a 404, page not found. Aimclear notes Facebook pulled the feature and then almost erased all references to the former function without announcing.

Aimclear laments about how nice it was to buy visibility without having to work at connecting with friends inside of Facebook. “We considered personal page post amplification a ‘Display network,’ in which the targeting was to personal friends. While not crucial, it was fun to write a check and dominate distribution among people I’m connected to. Farewell, sponsored personal posts. That was a fun experiment for those in the know.”

Facebook Personal Sponsored Posts

Facebook Ended Sponsored Stories Ads In April

After bad press and a court settlement, Facebook shut down its controversial “Sponsored Stories” feature on April 9. The ads showed how your Facebook friends interact with a sponsored page, app or event. If one of your Facebook friends “liked” a company or checked into a music venue or restaurant, his action would appear along with their profile picture as an advertisement in the feeds of their Facebook friends.

As the Huffington Post reported at the beginning of the year, the feature was controversial among privacy advocates. In 2011, the year the feature launched, the company was hit with a class-action lawsuit that claimed the ads violated users rights by publicizing their “likes” and online behavior without any opportunity to opt-out or for compensation.

Facebook settled the suit last year for $20 million, agreeing to give users “more control over how their content is shared,” according to Reuters. The settlement amounted to about two cents per Facebook user.

But in November, Facebook restated that it was still able to use the postings and personal information of 1.2 billion accounts on the service for advertising purposes. In a blog post Facebook wrote that “social context — stories about social actions your friends have taken, such as liking a page or checking into a restaurant — is now eligible to appear next to all ads shown to friends on Facebook.”

Many advertisers target and track the performance of online ads with cookies, a short line of text that a web site puts on your computer’s hard drive when you access the web site. But marketers and advertisers complain that cookies are inaccurate, unreliable and don’t function properly on smartphones and tablets.

Enter Atlas.

Atlas, Facebook’s rebuilt ad platform, will allow marketers access to detailed knowledge of users on thousands of other websites and mobile apps.

Facebook's relaunched Atlas ad platform

Atlas will help Facebook challenge Google’s online ad dominance by providing marketers with better targeting capabilities and more detailed and accurate information about ad campaigns. Atlas, on an anonymous basis, will link users’ ad interactions to their Facebook accounts, which can be used to track users across both desktop and mobile devices.

Atlas has been rebuilt on an entirely new code base. “Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.”

The Wall Street Journal provides the following example:

A marketer using Atlas might now be able to understand that a customer purchased a product on a desktop computer, but first saw an ad for it on their smartphone device. Facebook already tracks users this way across its own service, but Atlas will now extend the functionality to other sites and apps.

The New York Times explores yet another example:

If PepsiCo, one of the first advertisers to sign on to the service, wanted to reach college age men with ads for its Mountain Dew Baja Blast, it could use Atlas to identify several million of those potential customers and show each of them a dozen ads for the soft drink on game apps, sports and video sites. Atlas would also provide Pepsi with information to help it assess which ads were the most effective.

Atlas cross-platform advertising

Cross-Platform Advertising

Facebook would no doubt like to capitalize on cross-platform advertising as a new revenue stream and offer marketers an alternative to ad networks run by Google, Yahoo, Apple and others.

Because of the this ad targeting and tracking potential, Rishad Tobaccowala, chief strategist of advertising holding company Publicis Groupe SA, comments that what Facebook is doing is potentially more powerful than what Google can currently do.

“Facebook has deep, deep data on its users. You can slice and dice markets, like women 25 to 35 who live in the Southeast and are fans of ‘Breaking Bad,’ ” said Rebecca Lieb, a digital advertising and media analyst at the Altimeter Group, a research firm. The new Atlas platform, she said, “can track people across devices, weave together online and offline.”

The biggest impact of this will be in mobile. People spend more time on mobile than on desktop, but marketers don’t spend there because cookies don’t work, said an ad executive familiar with Facebook’s plans. “This could finally enable us to spend more money in mobile,” the ad executive added.

Atlas bridges online and offline marketing

Atlas Can Tie Offline and Online Consumer Behavior

Facebook also plans to entice marketers in another way. Atlas can be used to tie consumers’ offline behaviors to their online ones. If a consumer who purchases a pair of shoes in a store were to volunteer an email address tied to a Facebook account at the checkout, Facebook could use that email address to inform the retailer if, when, and where the consumer saw its ads across the Web.

“A Facebook ID is the marketer’s Holy Grail: a persistent, high-fidelity ID for a consumer,” said Antonio Garcia-Martinez, vice president of product at ad-tech company Nanigans, who worked on Facebook’s advertising technology products until April 2013.

The Omnicom Group, one of the largest advertising companies in the world, will be the first to sign up to use Atlas.

We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas, says Erik Johnson, Head of Atlas. “Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.”

Johnson adds that a key group of partners that cross search, social, creative management and publishers will bring people-based measurement to more channels and platforms with seamless integrations.

“For example, Instagram – as a publisher – is now enabled with Atlas to both measure and verify ad impressions. And for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting.”

How to Manage & Grow Your Social Media Accounts

Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:

Schedule posts to multiple Social media accounts
Monitor your online reputation
Have multiple people create and post content
Pull Reports
and much more
If you’re curious about how Socialdraft works, take us for a risk-free trial.

Near the beginning of this year, Facebook’s organic reach declined 49 percent from peak levels in October 2013. And for large pages with more than 500,000 Likes, organic reach hit 2 percent. According to News Feed optimization service Edgerank Checker of 50,000 posts by 1,000 Pages shows organic reach per fan (median) has steadily declined:

Feb 2012 = 16%
Sep 2013 = 12.60%
Nov 2013 = 10.15%
Dec 2013 = 7.83%
Mar 2014 = 6.51%

TechCrunch writer Josh Constine notes that the roughly 50% decline in reach over the past year matches the 50% increase in Page Likes per typical Facebook user over the same time period. As people Like more Pages, the organic reach of each drops.

How Facebook News Feed Algorithm Works

Facebook Organic Reach

As a result, competition for Facebook news feed and sidebar space is increasing, driving up the price of advertising. According to AdWeek, ad prices are trending up, in part because Facebook has not increased the frequency of ads. Facebook claimed it would keep the ad inventory level at about 5 percent of all posts in the News Feed.

Facebook’s goal to ensure only the most engaging posts and interesting content is displayed has resulted in some Pages and people not being treated equally. And as Constine points out, many brands, local merchants, and public figures that have worked hard to entice people to Like their Page are frustrated about the drop in reach.

“They paid Facebook for ads to get people to Like their Page, because Facebook told them it was a good long-term investment. They built businesses around the reach they got on Facebook, devoting resources to fill Facebook with content that pulls in the attention it monetizes.”

How Facebook Filters The Feed

Facebook filters its feed with a News Feed sorting algorithm, unofficially known as EdgeRank, that analyzes every signal possible to determine the relevance of each post to each person. Roughly 100,000 different indicators of importance are factored in.

Facebook News Feed Director of Product Management, Will Cathcart, told Constine the most powerful determinants of whether a post is shown in the feed are the following:

How Facebook Filters News Feed

* How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with everyone.

* How popular is this post with everyone who has already seen it.

* How popular have the post creator’s past posts been with the viewer. Does the type of post (status update, photo, video, link) match what types have been popular with the viewer in the past?

* How recently was the post published.

Cathcart says that for each user, Facebook assigns a score to each post they could see. It injects some ads, but “for the most part we put them in rank order” he says. It doesn’t matter if a post is from a friend or a Page, Facebook just tries to show people what they want.

In other words, the more successful a post is, and the more popular its creator, the more likely a viewer will see the post. The fact that someone Liked a Page makes little difference, because it’s whether the Page continues to be interesting to a potential viewer of their posts.

A brand’s reach increases for posts that garner numerous likes, comments, shares, and clicks, and decreases if their posts are dull and boring. “And since the natural trend is for reach to shrink as competition grows, Pages have to work harder and harder to stay visible.”

Facebook rewards Pages with engaging content and penalizes the use of click-bait headlines and shallow image macro memes. Constine insists that with funny, and dynamic content that fits targeted audiences, Pages can still get a high volume of free traffic out of Facebook.

A study Constine commissioned from EdgeRank Checker revealed news outlets and others that publish their real product to Facebook, like news articles, tend to see more reach than Pages that merely publish marketing messages for their products.

“You can Like both The New York Times and Oreos, but you can actually read the NYT on News Feed whereas you can’t eat a cookie there. So it makes sense that the NYT would reach a higher percentage of its fans — its posts are more interesting.”

Paying for Facebook Ads Only Way to Beat System

Paying for Ads Only Way to Beat System

Constine concludes the only way to beat the system is to pay for ads. But now Facebook lets Pages instantly copy the content of one of their posts into an ad. It’s still the same pay-for-visibility situation, but it’s as if Facebook is extorting Pages for many in order to communicate with their own fans.

“I used to reach more of my fans, now I reach less, and Facebook wants me to pay for what I used to get for free” is Constine’s characterization despite him believing it’s an unfortunate emergent by-product of the system rather than a malicious choice by Facebook.

Facebook Shady Bait and Switch Tactic

Facebook’s Shady Bait and Switch Tactic

Facebook told companies to buy Likes as a long-term investment, when it likely knew that reach to those fans would decline, devaluing the investment. Constine notes that advertisers made calculations comparing the lifetime value of a fan vs the cost to buy them through Facebook ads.

“Without integrating the decline in reach into that math, they might have bought fans at prices they can’t recoup.” It’s a bait and switch tactic potential Facebook advertisers won’t easily forget or overlook.

The “tough break, you’re not that interesting, get over it” attitude exhibited by Facebook’s Director Of Global Communications response to some businesses can’t continue, says Constine. “And [Facebook] should apologize for encouraging brands to buy Likes without warning them about inevitable reach decreases.”

How to Manage & Grow Your Social Media Accounts

 Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:

  • Schedule posts to multiple Social media accounts
  • Manage your online reputation
  • Have multiple people create and post content
  • Pull Reports
  • Engage
  • and much more

If you’re curious about how Socialdraft works, take us for a risk-free trial. Have questions?