How Important Is Facebook’s Promoted Posts in the Philippines?


forever aloneFilipinos love Facebook – because it gives them a chance to share statuses, photos, and interests to their family and friends and stalk their friends’ lives at the same time. It also gives you an update about the latest trends and news in your local area, such as if there’s another Ondoy or a Zombie Apocalypse near you. =D

But aside from these features that allow you to share your personal life to others, you can also use Facebook to promote your business by creating your very own Facebook Business Page and using an epic feature that allows you to promote your posts.

According to studies, a post from a business page only reaches 16% of its audience, and you thought all along that your posts are seen by everyone who liked your page. This can be attributed to Facebook’s Edgerank system, which determines your posts’ appearance on your fans’ newsfeed based on affinity or how often they like your posts; weight, where videos and photos are weighted more than text posts and thus appear more often in newsfeed; and recency or the replacement of old posts by new posts. Suffice it to say that it is not enough that you have thousands of likes. It is also important to make sure that your posts are seen by those people who liked your page.

This is where Facebook’s Promoted Posts enters the picture – which was launched last June 2012. Facebook Promoted Posts is a tool that allows you to reach more people, which include both your existing fan base and their friends. Perfect for Philippine SME’s which doesn’t have enough budget to spend for luxurious advertising.


Benefits of Facebook’s Promoted Posts to Businesses

  • One benefit of Facebook’s Promoted Posts to businesses is that it gives you complete control in terms of your target audience, location, and even your budget.
  • Your posts will be more visible to your fans, your fans’ friends, and other Facebook users who may be into your product or service.
  • Facebook’s Promoted Posts is cheaper than TV ads or print ads. For just $100, you can reach up to 120,000 Facebook users. And not just any Facebook users but Facebook users who are included in your target audience.


Features of Facebook’s Promoted Posts

  1. Niche Flexibility – One important feature of Facebook’s Promoted Posts is your ability as an administrator of your business page to decide to whom you want to facebook-edgerank-algorithm-300x221promote your posts. You can choose to promote your posts to the people who liked your page and their friends and also to all users of Facebook. Facebook is wise enough to promote your business only to those who they think may be into your product or service. So if you are selling books, Facebook will only promote your posts to users who have liked several book title pages. You do not have to worry about wasting your promotions to people who are not into books because of how smart Facebook is.
  2. Location Targeting – Another feature of Facebook’s Promoted Posts is that it allows you to promote your posts to Facebook users who are located in your target area. You do not want to promote your furniture pieces for sale located in Manila to people who live halfway across the world. Shipping rates would make your customers cry.
  3. Simple Pricing Plans – It also has a feature that allows you to set your budget according to how many people you want to reach. Of course, the more people you want to reach, the more expensive it will be.

It is important to control the audience and the location of your promoted posts because you have to pay for these posts. You do not want to pay for something that targets men in Timbuktu when you are selling women’s designer bags to Filipinas!


Steps to Using Facebook’s Promoted Posts

  1. You need to create a post that you can promote to your existing fan base and target audience. It could be an announcement, a promo, or a product or service that you want to promote. It is better if you add an image to your post because Facebook users love photos. Be sure to use traceable links like bitly if you are going to use a link in your post that allows you to track the clicks to your page.
  2. There are two ways to promote your post—one is to click the ‘Boost Post’ button below your post or the megaphone icon right above it.
  3. You can choose whether you want to promote the post to your existing fan base and their friends or to all Facebook users. If you have a limited budget, you might want to choose the first option because the second one is more expensive.
  4. Set your budget based on the estimated number of people that you want to reach. It is not only pointless but also a waste of money to choose $100 that can reach up to 120,000 Facebook users when all you want is for 100 people to attend your event.
  5. You should also choose your target location by clicking the target icon at the bottom of the post and choosing ‘Location’ from the ‘Add Targeting’ dropdown menu. Choose Philippines or whichever country you want to promote your business. Then enter the name of the city and click ‘Save Targeting’.
  6. Finally, click the ‘Promote Post’. You will then be brought to the page where you have to process your payment.


Paul’s Last Words:

Facebook’s Promoted Posts offers great value to its users at a minimal cost. Facebook has evolved from a place where people can post their selfie photos, to a place for budding entrepreneurs to attract more customers. As I end, you might want to check the infographic below about FB’s Promoted Posts.




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Paul Agabin is the Founder and CEO of Wooka Interactive. He is an internet marketer based in the Philippines which deals with varied topics such as local industry news, seo strategies, content marketing, inbound marketing, social media management, website reviews, and the like. You can contact him at 0917-5069839.

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