Facebook’s promoted posts are a new marketing tool to amplify the reach of specific content. But before you start reallocating ad dollars, you need to determine what content is worth promoting.
In this post, we break down five ways you can analyze the data from your Facebook page to guide your promoted posts plan. The more insight you have ahead of time, the greater your likelihood of success when you execute.
1. Give new life to historical content.
Analyze your content from a historical time period—three, six, or even nine months ago—to find posts with high engagement. These top-performing legacy posts have the potential to succeed when you promote them.
2. Recast lower performing content.
Analyze past content again to identify posts that drove little or no engagement. Knowing what hasn’t worked gives you the opportunity to recast that content and give it new a life with promotion.
3. Expand the reach of popular content.
Identify recently published content with high engagement and capitalize on those posts with paid promotion. This can increase the exposure and improve the success of your overall advertising strategy.
4. See what works for your industry.
Analyze your competitors to determine what to promote. Identify top performers and understand what content they use to successfully drive engagement. This will give you another data point for your promoted-content strategy.
5. Look at other social media channels.
Determine what works well on other social channels to bring to light posts that deserve a spot in your promoted plan.
Evaluate and measure your current content performance to give yourself a pre-launch prep list. This also sets up your campaigns for success before you spend any money. When you do launch, you will start off with a smarter, data-driven plan that will save you time and money.
A version of this article originally appeared on Simply Measured.