Marketers: Stop Promoting Underperforming Content and Damaging Your Brand

Nearly half of the content pieces promoted by company Facebook Pages are wasteful investments and generate negative feedback; if these brands promoted only their best content, it would have a significant impact on their overall Page performance.

Company Pages’ poorest performing Facebook posts make up 44% of all content that companies promote. And companies aren’t promoting enough of their best-performing posts: shifting more of their current promotion budget from poor-performing content to good content would make a significant impact on performance.

Socialbakers looked at more than 320,000 posts by 5,000 of the largest company Pages on Facebook from January to March 2016 to understand the content promotion strategies of the biggest companies. Our predictive analytics solution assigned intuitive grades to each company Page’s posts based on each post’s organic performance relative to the Page’s other content over the past 6 months, from A+ (better than all posts) and A (better than 90%), to D (worse than 50%).

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Only 15% of all posts that were promoted were graded A+ or A.

Our data have also shown that promoting D-grade posts has a number of costs attached to it (compared to A-grade posts):

  1. 100% higher CPC (cost per click)
  2. 18% higher CPM (cost per 1,000 impressions)
  3. 4x more negative feedback
  4. 2.3x fewer interactions with the same reach
  5. 7x less viral
At the same time there was no shortage of good posts to promote. The number of bad posts that got promoted was outnumbered 4-to-1 by great posts that were passed over for promotion.

Not All Promotion Strategies Are Equal

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Looking at three common content promotion strategies, the differences in performance are clear. If marketers promote all of their posts, their performance is 25% worse than if they promote only their best-performing content. And marketers who mostly promote bad content perform almost 40% worse than marketers who mostly promote good content.

Tip: It’s important to let your post accumulate engagement organically for some time before deciding whether or not to promote it. This allows you to see how your audience is reacting to it, and whether it’s getting any negative feedback, before deciding whether it’s the kind of post you want to amplify with paid promotion.

But what’s more important than anything is making sure you promote at all - something 35% of marketers still haven’t figured out they need to do today.

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Effective post promotion is the difference between success and failure in today’s competitive social media landscape. If you spend money pushing something that won’t work with your audience, that’s money poorly spent. Worse - if you push something that generates negative feedback, you’re damaging your brand and making it harder to reach your audience in the future.

What if you could invest only in your top-performing pieces of content, knowing in advance that your money would generate positive return? What if your budget always went toward posts that you knew would be most effective? With predictive analytics in Socialbakers Performance Optimization, now you can.


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