How to advertise and optimise posts on Facebook


Last week Facebook stated that they once again intend to reduce organic reach by making changes to the news feed algorithm. Earlier this year a study revealed that the organic reach for brands declined to 2-6%. This development, together with the recent statement from Facebook, underlines the importance for content amplification and increases the demand as marketers seek to compensate for the drop in organic reach.

Is your company considering content amplification on Facebook? Over the last years Facebook has been learning more and more about its users – something companies can benefit from. The platform’s special news feed algorithm enables companies to target a community based on the information people share on their profiles. 
The following is a short 3-step guide to how businesses could optimize their amplification efforts on Facebook.



  • Firstly you need to decide what the objective for your post is. Do you want to increase awareness, engage, drive traffic to your website or recruit new fans? Facebook lets you choose between several objectives, including page likes, app installs and post engagement.
  • Secondly the timing has to be right and the timeframe for boosting your post needs to make sense in relation to what the post is about.

Also bear in mind that page likes do not necessarily equal success. Instead focusing on creating an ongoing dialogue with the community has repeatedly proven more profitable.


Facebook gives you a unique opportunity to segment your targeting based on specific areas of interest.

  • When targeting start by dividing your community into groups based on their level of loyalty. Do you want to reach your fans, friends of fans or non-fans.
  • When it comes to budget and pricing, Facebook offers more options. You can either choose a lifetime budget for your ad or pay on a daily basis. Also you can chose to pay per click or per impression, e.g. if you are running a campaign to create app engagement it is preferable to pay per click, because driving traffic to the app is the key objective.

Monitor and measure the performance

After you have put a great deal of effort into your social strategy and into creating posts, it is just as important to monitor your results. There are a number of different tools for measuring (something we’ve discussed earlier on here and here) but it is always a good idea to start off by…

  •  Selecting your KPIs (Key Performance Indicators) on behalf of what is important to your company.
  • Identify your key findings through a performance analysis.
  • Gather data in order to gain audience insight – monitoring is all about listening to your community: What are they telling you? What are they saying about you? And what are they saying about your field of interest?  You can use this valuable information to improve your content.
  • Implement your learnings in future content creation and ad configurations to enhance performance.
  • Also keep your budget in mind when measuring your content: If a piece of content is performing really well, or you think it has potential to do so, you should consider boosting it to reach more people. So make sure there is money for boosting potentially viral content and campaigns in your budget.

So right now producing engaging content is more relevant than ever, and considering content amplification is something brands need to take into consideration.


Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.