The content you post to your Facebook Business Page has a huge impact on the delivery of your ads.
As Facebook has said in the past, their goals in the next few years is to completely eliminate content on News Feeds that could be giving users a negative experience.
We can see the changes already taking place with the release of Facebook post reactions.
Your followers can leave a positive or a negative emoji response on posts. Posts like fake news, bad or misleading copies, dead links, fake news and other controversial political posts are likely to leave you with a lot of negative reactions from your followers. As a business, this is generally not a good strategic plan and can lead to your ads being less than successful.
If you post a lot of ads to your Facebook page, even if you have a low amount of negative interactions, you will be losing a lot of money and potential followers. Posting articles and information, quotes and memes that resonate with your audience will boost engagement.
By posting positive and engaging content on your business page that isn’t always an ad, you will likely increase your page’s overall engagement score. And a high engagement score means your ads won’t cost as much to post and of course, have a higher chance of capturing the eyes of possible new followers.
If you want to find out if your content is negatively affecting your ads all you need to do is look at your post insights. You will be able to view how many people engage with each of your posts and how they react to them.
As soon as you can see the trend of engagement and positivity, you will be able to replicate these posts and really hone in on what your audience likes and responds to. The more your posts are reacted to (positively) the more likely your ad costs will decrease.
As well as this, you would be smart to boost posts that you can see are already performing well. Showcasing your best performing posts will likely strike the eyes of audiences that are similar to your own.
If you are not sure where to start or what to post, the best thing you can do is check out your competition. Note what they are posting and the reactions to these posts and go from three. Chances are that your audience and future audiences will react the same way on your own page as you are both similar businesses.
It is important to be posting content that your audience actually wants to see. Make checking your post insights a weekly occurrence, by analyzing consistently and frequently, you will start to see what is working and what is not.
Once you have started to notice the trend of what works, you will be able to reduce the cost of your ad performance. On top of your cost reductions, Facebook will start to give you a priority over those businesses and pages who are being reported or given negative reactions. It’s win win!