To promote content on Facebook, or not to promote content on Facebook – that is the question on every marketer’s mind.

Whether your goal is to raise brand awareness, drive traffic to your website, earn loyalty or increase sales, I believe Facebook, above all other social media platforms, offers the most potential and I’d bet I’m not alone.

In this article, I hope to prove to you that it is 100% worth your time and money to not only share content organically on Facebook but to increase your brand exposure through Facebook Ads.

Before I prove the value, I first want to establish the context and explain what Facebook ads are. To do that, we’ll let Facebook themselves tell us.

Defining Facebook Advertising

Image Credit: Facebook

Facebook ads are increasingly an important part of Facebook’s community and according to BrandWatch, 75% of brands pay to promote their content.

As brands see a steady decline in organic reach, its left marketers with one option. Today, there’s simply too much content and noise to break through organically. There are 510,000 comments posted, 293,000 status updates, and 136,000 photos uploaded every 60 seconds on Facebook. Research from Social@Ogilvy suggests that roughly 2% of your fans will actually see your posts organically. Fewer people seeing your Page’s organic posts on Facebook means fewer clicks, comments, and shares. Not what we want to see, that’s for sure.

To make matters even more complicated, Facebook is constantly making tweaks to their newsfeed algorithm. One month they favor photos and the next they favor video content. Once you think you’ve figured out a strategy, Facebook goes and changes the rules to the game again. That’s quite the arena to play in without some sort of added advantage and that’s where Facebook Ads come into play.

How Advertisers Are Using Facebook Ads

Image Credit: Facebook

Benefits to Running Facebook Ad Campaigns

1) Reach a larger audience

Facebook is simply too huge to ignore. People are spending more and more time on social media, specifically Facebook. Facebook Ads open the opportunity to find potential customers you never would’ve known about otherwise. You’ll want to be careful to not make your audience too broad though that your ad doesn’t register with those viewing it.

2) Reach the right audience

Facebook advertising is a lot more targeted than you may think. While a large audience has its benefits, you’ll want your audience to be more targeted for optimum results. With Facebook ads, you can be sure your content is being seen by the right people, down to the demographics, income, interests, job titles, etc. You have the ability to target exactly who sees your ad. You can build an audience that matches your ideal prospect and serve your ads to them.

3) Increase brand awareness

Like I mentioned earlier, the competition to get noticed organically is fierce. Facebook is home to billions of engaged, active users that check their newsfeed multiple times per day. This gives you a preferred audience that gets repeated exposure to your ads. If they’re not clicking through upon the first or second viewing, it’s okay. You’re still building that brand awareness we all covet. It usually takes a handful of times for someone to view an ad before they click. Your ad’s continued visibility helps you build trust and also creates opportunities for retargeting later down the road.

4) The pros outweigh the cost

Facebook ads can be a powerful asset when done right, but that can come with a cost, especially when you’re targeting a large community on a national scale. I’ve even seen where Facebook will charge you more per click to serve an ad to your current fans than the same exact ad served to non-fans. You can set your daily or lifetime budget anywhere from $50 to $500 depending on your strategy and objectives.


About Steven Eastlack

Steve Eastlack is a Content Marketing Strategist and writes articles related to content marketing, social media marketing, and brand strategy on his blog – eastlackmedia. He works for Surefire Local, headquartered in Tysons, VA and holds degrees in Marketing Management and Psychology from Virginia Tech. Through the use of developing a content strategy, writing monthly editorial calendars and content, and performance reports, Steve helps to build audience and awareness for brands across all digital platforms. When he’s not busy with work, you can find Steve either watching a movie or sporting event or writing for his blog.