We’re on week 4 of AltBritain and somehow our unique website views have increased. But with that, so has our bounce rate. Our Twitter and Facebook likes/followers have slightly increased this week. But out Instagram followers have decreased.
This week I’ve been looking at sharable content and boosting Facebook posts. It’s definitely a lot more complicated than pick a post and boost it.
Last week I was talking about encouraging engagement with the creation of sharable content. We hadn’t received any new likes on Facebook and our reach was down.
I created this graphic with the intention of seeing how its reach would grow organically, then paying to boost it. But apparently Facebook doesn’t like boosting posts that encourage people to tag their friends.
My tutor shared an article on Facebook’s 20% text rule in Ads, which I was not aware of. You can’t just throw your money at Facebook and make it do what you want. Basically the article says that although Facebook will no longer be rejecting advertisements with more than 20% text, it may affect their reach. So the more text, the less reach. I’m not sure but I think that ads with way too much writing may still be rejected.
You can use this Image Text Check to see if it’s worth boosting your post. You just upload your post and it rates it. Note: Just moving text around or shrinking it slightly can make a difference.
After some experimentation, I created the most simple graphic I could think of. Then in the end I just posted a picture with no words (that may have been an accident).
Basically, I posted a cup of tea. Who doesn’t like tea?
The reach is currently 669 (100 organic/569 paid), which is a lot better than any of our other posts have done. Generally, we barely get comments on our posts, and this post was commented on 5 times. I think it helped that the organic reach of our post was already pretty high (for us anyway).
We also boosted another post. The organic reach was lower in the first place, but the paid reach was still significant. The difference could be due to a lot of things – date posted, time posted, the link, etc.
Boosting our posts temporarily grew our reach on Facebook, but this has not affected the reach of any other posts. We’ve only actually managed to gain 2 likes on the page this week. So paying to boost may not be the right thing to do if you just want to grow likes.
In fact I think it is better to boost posts once you have grown your Facebook likes, so you can direct paid ads at the right demographic.
But looking back on what I said at the beginning on the post, we have had more visits to our website. This could be due to the article post being boosted, as most of our website clicks come from Facebook.
For Future Reference
Before boosting a post we need to make sure that there is a trail for readers to follow. Readers went to our website, looked at the article and left. This resulted in a higher bounce rate (75%). They also didn’t go back to like our Facebook page, which suggests they weren’t interested enough to bother.