It seems like every week, there is another way to advertise on Facebook (Messenger ads? Scrolling video? Recommendations? My head is spinning!).
To balance out these new offerings, Facebook is removing 17 of their promoted post types as of September 15, 2017. You read that right – seventeen. This is some big news in the social media world.
According to their website, the following boosts will soon be unavailable:
- Boosting the share of a story about a for-sale post
- Boosting a check-in on a map, at a restaurant, or in a city
- Boosting the share of a note
- Boosting the share of a poll
- Boosting place recommendations
- Boosting the share of cultural moments
- Boosting the share of comments
- Boosting change of a Profile picture
- Boosting a file upload or share
- Boosting a sports event
- Boosting of a video or image uploaded through the Facebook camera
- Boosting of attendance for an event
- Boosting the share of a video playlist
- Boosting the status of watching a television show, movie, or other types of programming
- Boosting a post from an app posted to a Page’s timeline
- Boosting a political endorsement
Facebook says these infrequently used features are “not tied to advertiser objectives.” As a result, they are removing the options in order to encourage better results for advertisers. Rather than being a free for all, Facebook wants to shift focus to ad formats that reach marketing goals. The social network may also be using this move to ensure its tools aren’t used in a controversial way, as recommendations, certain events, and political endorsements will no longer be permitted.
Michael Koral, COO and Co-Founder of social media robo-agency needls, says the change reflects Facebook’s commitment to advertiser success. “Facebook is looking to refine the effectiveness of boosted posts,” he says. “With these adjustments they are honing in on the type posts that drive results – which is one step forward to further driving ROI for advertisers.”
Understanding “Boosted” or Promoted Posts versus Facebook Ad Campaigns
At first, it could look like Facebook is questioning the use of Promoted Posts altogether. That is definitely not the case; most promoted posts are still available to advertisers, and your best content will still benefit from a boost. At needls, we’ve seen that a full social media strategy (which includes great content, boosted posts, and Facebook ad campaigns) drives the best results for advertisers.
“Boosted” or promoted posts are essentially the baby version of a traditional social media ad campaign. They are designed to be “beginner friendly,” so naturally Facebook makes it really easy. Click “boost” below your post, then set your targets and budget. After that, Facebook will show your post to more people. Besides abiding by a few content rules, it’s a super simple system.
It’s easy for a reason. Facebook COO Sheryl Sandberg shared that the original business case for Boosted Posts was to allow small business owners an easy way to test out Facebook advertising before jumping into the more complicated (and oftentimes more effective) parts of their system. Many advertisers know that if you want real results, Facebook ad campaigns are necessary to look into eventually.
Facebook ad campaigns are a lot more targeted and focused. This is because they allow you to test different creative, adjust your goals, and learn from detailed analytics.
The problem? Setting up these campaigns isn’t always beginner-friendly. For those accustomed to the simple layout of boosted posts, wrestling with this system can be a pain.
Many of the brands getting the best results from promoted posts are also running killer Facebook ad campaigns to drive sales. These campaigns are the real conversion drivers for most businesses because of the strong features and optimization options available.
Facebook ads made easy
Currently, many organizations and businesses of various sizes (including ours!) use promoted posts to maintain engagement and grow brand awareness. But, as Facebook starts to remove many of its promoted post types, we all should pay closer attention to which advertising options are really driving results.
In many cases, Facebook ad campaigns are a key part of a successful social media presence. The only thing holding many people back from creating a high-performing campaign is a lack of time or knowledge about the system – how to set up, monitor, target, and optimize ads.
That’s where needls comes in. Our robo-agency can automate the entire process for you, turning the HUGE job of Facebook advertising into an easy 10-minute process. Click here to learn more about needls today!