Knowing when to promote your Facebook Post
It’s easy for your eye to catch the “boost post” icon when you launch one on your brand’s Facebook page.
We’re here to tell you to wait and really determine if it is worthy of your dollars.
“How are we supposed to know?” You may ask. For that, we’ve put together an acronym for you- RIPE. RIPE stands for “Relevant, Impact, Patience, Engagement.”
The idea here is that if you can answer “yes” to four-or even three- of the following questions, then your post is RIPE and ready to promote!
Relevant. The best way to gain traction on a promoted post is by letting it run for a few days (ideally 3-5). That being said, you have to make sure that the post will not appear outdated after multiple days on a viewer’s news feed.
Impact. Without it the viewer is left with no direction or reason to go further down the path to becoming a converted customer (or fan). So ask yourself “Does my post have an enticing call to action?” We talk about how smaller firms need to be disruptive and impactful and a promoted post is a great place to start. So write a short line of copy that will catch the viewer’s eye, and then tell them what to do!
Patience. Let a few hours pass before you promote the post. This helps you to get a feel for how the post may perform once it gets in front of the masses. Wait time can vary depending on the size of your fan count.
Which brings us to the final determining factor…
Engagement. Your fans will serve as a nice test pool for how your post will reach once promoted. So determine an engagement metric that you want to reach before your promote the post. It can be a percentage (people who like, comment share and/or click, divided by total fan reach) or it can be something simple like a certain number of likes.
Hint: For starters, dig through the engagement on your previous posts and look for similarities on some of your best performing posts.
Any other questions? We’re here when you need us.