The VPM Blog

Pay to Play: Social Media Edition

Posted by Melissa Cook on Oct 30, 2018 11:30:00 AM


So, you just created the best piece of content ever seen on the internet, but it isn’t getting the engagement or reaching the audience you want. What do you do? In the world of social media, there are 3 ways you can pay to play (or “promote” as they call it) on Facebook, and subsequently, Instagram. What are they? You can 1) boost a post, 2) pay to promote a post, and 3) set up an ad campaign.

Unsure of the differences or which is the best choice for you? Let’s find out!

Boosting a Post

When you boost a post, you’re promoting a piece of original content that you already posted to your page on Facebook. This is a quick and easy option if you are looking to give a post a short-term push for more engagement. When you boost a post, you are able to decide how much you want to spend and whether you want this to be shown to people who already like and follow you or a targeted audience. If you choose to select an audience based on interest, you can determine age range, gender, and interests.

Boosting a post is recommended for people looking for short term engagement or for businesses looking for a quick burst in website visits.

Pros: Quick, easy, inexpensive, good for engagement

Cons: Minimal customization, can only boost a post on your page

boost post

Pay to Promote

Paying to promote and creating an ad campaign on Facebook are fairly similar. To pay to promote on Facebook, you have to go through ads manager and select the post on your feed that you would like to promote. Within ads manager, you can select how to pay (cost per click, overall budget, etc.), your audience (targeted or following), age, gender, languages, interests, and behaviors. Once all that is selected, choose to use a previous post as your ad and select the post you would like promoted. 

On Instagram, underneath the photo you would like to push, select “promote” and select a destination, audience, budget, and duration, all within the app. It’s as simple as that!

Paying to promote a post is ideal for businesses seeking to drive more traffic to their website by running ads, but with content already created.

Pros: Easy to use, good customization options

Cons: Require the use of ads manager (not always user friendly), can only boost a post on your page or feed

promote post

Ads Manager

If you’ve gotten this far and have been thinking, “But what if I don’t want to promote something I’ve already posted?” then this is for you. With Facebook and Instagram ads, everything is created and customized within Facebook ads manager and the customization is everything you’ve ever dreamed it would be (well, with a few limits now…). 

Want to grow your Facebook following? Promoting a sale or new merchandise? Create an incredible brand video for the world to see and need help getting it out there? Run an ad! For this, you have to have Ads Manager on Facebook set up and your accounts linked. Once you are logged in and have your accounts linked, it's time to create the content.

When you create an ad in Ads Manager, you have the option to customize your ads by: content type (photo, video, link), device type, audience, budget, length of campaign, and more. For a full breakdown of how to run ads on Facebook and Instagram, click here. 

By using ads manager, you are able to create unique content and narrow your audience to make sure the content is reaching only those who would be interested in seeing it. (It's almost as if Facebook had the inbound methodology in mind....)

Pros: Great customization, easy to control and run, additional campaigns and content

Cons: Less user friendly, more expensive

ads manager

No matter what your goal is, there is a good chance that social media can help you get there. Whether that’s through promoting posts, ads, or building rapport with your audience, social media can help your business. So, why wouldn’t it help your sales team as well? Spoiler alert, it does. Click below to find out how!

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Topics: Social Media, Instagram Ads, facebook ads

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