The document discusses strategies for effectively promoting social media content using paid promotions. It provides insights on promoting content on various platforms like Facebook, Twitter, LinkedIn, Instagram and Pinterest. Key recommendations include understanding what each platform prioritizes to improve promotion performance, analyzing which types of own content receives best engagement to promote, and testing different audience targeting and budgets for paid promotions on each channel. It also stresses the importance of developing a coordinated cross-channel content promotion strategy.

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Sarah Lively – Director, Social Media Marketing @ Nebo
Strategic Paid Social
Understanding How to Effectively Manage
Promoted Posts

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The Current State: Content, Content,
and More Content

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Content marketing spend is projected to reach over
$300 billion by 2019, but only 35% of all published
posts on social are boosted.
Tweetable Fact:

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In 2014 when organic reach
began to decline, to today
where Facebook has tested
a separate feed for brand
pages altogether, we’ve
seen organic reach all but
disappear.
The Decline of Organic Reach

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Brands went into content
production mode. On
WordPress alone, 91.8
million blog posts are
published every month and
people share 1.3 million
pieces of content on
Facebook every minute
of every day.
The Solution?

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Even though we’ve seen significant increases in content
production, we’re seeing just as significant declines in engagement.
But No One Likes Your Content

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We’ve seen some growth in the percentage of promoted posts over
time, but interactions have remained consistent.
And Paid Promotions Aren’t Effective

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The Answer: Rethink Your Social Paid
Content Strategy

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Why Promote
We’ll Review

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Facebook Promotions
We’ll Review

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Promoted Tweets
We’ll Review

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LinkedIn AdsWe’ll Review

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Instagram Boosts
We’ll Review

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Promoted Pins
We’ll Review

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Cross-Channel Strategy
We’ll Review

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Measuring What Matters
We’ll Review

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Why You Should Be Promoting
Content

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Organic reach is down to 2% on Facebook, 4% on
Twitter, 10% on Instagram, and 20% on LinkedIn.
Tweetable Fact:

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Most marketers agree that
their Facebook organic
reach has declined, and
we’re all seeing similar
decreases across our other
social channels.
We’re All in Agreement

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But 42% of the World Is on Social

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And It’s Growing Globally

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With All Ages

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The Users are Highly Engaged

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As of 2017, daily social media usage of global internet
users amounted to 135 minutes per day.
Tweetable Fact:

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And Social Marketing Can Make a Difference

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What, Why & How
Boosted Posts on Facebook

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We saw 92% of our reach in the past 6 months come
from paid promotions & profiles that promote posts
had 536% more engagements.
Tweetable Fact:

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What Facebook Wants
Your promoted post
performance is most
impacted by the content
type, active actions
(comments and shares) and
audience targeting.

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Knowing what’s most
impactful for Facebook,
leverage lookalike audiences
with audience insights layered
on that align with the post
content, integrate video and
imagery more into content,
and analyze what content you
share that generates the most
active actions.
How to Promote Audience
Type
Cost per
Action
Relevancy Score
General $0.75 2.37
Lookalike $0.32 4.12
Past
Promotion
Active Actions
Analyze Individually

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neboagency.com/SMX-2018
SMX Attendee Guide:

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Facebook budget will depend on your target audience - general
spend for promote posts is between $1,000 - $5,000 per month.
What to Spend
$0.00
$50,000.00
$100,000.00
$150,000.00
$200,000.00
1
100
10,000
1,000,000
100,000,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Facebook Spend vs. Actions - 1 Year
Impressions Actions Amount Spent

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What, Why & How
Sponsored Tweets on Twitter

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There is less competition on Twitter. Ad spend
reached $2.4 billion in 2017, for context – Facebook is
at $39.9 billion.
Tweetable Fact:

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What Twitter Wants
The Twitter algorithm
changes daily, but in
general the most important
factors will be ranked
tweets, ICYMI, and tweets
in reverse chronological
order.

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Ensure your promoted
Tweets are focused on
timely content, omit
hashtags and
@mentions, and create
tweets that are
campaign-based rather
than ongoing efforts.
How to Promote

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If your audience is active on Twitter and engages with the
campaign you have in mind, average monthly budgets can range
from $2,000 to $4,000.
What to Spend
Twitter Average Cost
Average Cost per
Engagement
$1.35
Average Cost per Follower $2.50 - $4.00
Average Monthly Twitter
Spend
$2,000 - $4,000
Cost per Trend $20,000 / day

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What, Why & How
Sponsored Posts on LinkedIn

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61 million LinkedIn users are senior level influencers
and 40 million are in decision-making positions.
Tweetable Fact:

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What LinkedIn Wants
LinkedIn cares about showing
users content that helps them
in their career, so promoted
content should focus on
thought leadership, industry
news and career guidance. The
more reactions content gets,
the higher the virality of the
post.

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Promoted content on LinkedIn
should focus on the career
problems your target audience
is working to resolve. Use
competitive analysis and what
you see working within your
own network to determine the
content that is strongest that
you can promote for additional
reach.
How to Promote

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What to Spend
Provided it makes sense for
your organization to target
decision-makers or industry
thought leaders, LinkedIn
sponsored content budgets
can range from $2,000 -
$7,000.
LinkedIn Average Cost
Average Cost per Click $6.50
Average CTR 0.13%
Average CPM $8.39
Average Monthly
Spend
$2,000 - $7,000

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What, Why & How
Sponsored Posts on Instagram

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Our Instagram account saw a 42% increase in
impressions and a 70% increase in engagements after
consistently promoting posts.
Tweetable Fact:

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What Instagram Wants
Instagram cares most
about genuine connections
to your audience.
Promoted content should
be varied, focused on
content you know
resonates with users, and
leverage key audiences and
hashtags.

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By monitoring initial post
performance and promoting
content that has the highest
engagement, you can give your
full account and added boost
that helps you gain new
followers, new engagements,
and new impressions that
generate a constant stream of
increased awareness.
How to Promote

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What to Spend
Instagram Average Cost
Average Cost per Click $0.70 - $1.00
User Interactions with
Brands
43%
Average Order Value $55
Average Monthly
Spend
$500 - $2,000
Instagram is all about beautiful imagery and tends to skew
younger-female. If this is your target audience, budgets between
$500 - $2,000 can drive results.

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What, Why & How
Promoted Pins on Pinterest

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Pinterest consistently drives 70% - 80% of social direct
revenue for our retail focused clients.
Tweetable Fact:

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What Pinterest Wants
You can impact your own
performance on Pinterest
more than any other social
channel. Keywords, tags,
your own domain, and your
own reputation as a content
creator are the most
important factors to consider
when creating pins.

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How to Promote
Posts on Pinterest age well – unlike every other social platform
we’ve discussed. Promote, repromote, tailor audiences, and think
of Pinterest as a never-ending Throwback Thursday platform.

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What to Spend Instagram Average Cost
Average CTR $0.20
Average Monthly Spend $2,000 - $5,000Understanding the average
conversion rate and CLTV
can help you calculate your
Pinterest budget, but if
your target audience is on
this platform monthly
budgets between $2,000 -
$5,000 can generate great
results.

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Cross Channel Strategy

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Only 14% of organizations say they are currently
running coordinated marketing campaigns across all
channels.
Tweetable Fact:

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Agency of Record
Launched in 2003 by Interface,
FLOR sells modular rugs made
of individual square carpet tiles
that combine to bring beautiful,
high-end design to any space.
They hired Nebo to serve as
their AOR for all things
marketing, including brand
strategy, ecommerce, social,
email, paid media and catalog.
As a result of our efforts, we saw
immediate results including a
39% YoY lift in web sales.
Services Provided:
Brand & Marketing Agency of Record

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THE RESULTS

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+39% INCREASE IN TOTAL WEB SALES
+70% INCREASE IN EMAIL REVENUE
+122% INCREASE IN CONVERSION RATE
+47% INCREASE IN SOCIAL FOLLOWERS
+507% INCREASE IN SOCIAL ENGAGEMENT
+238% INCREASE IN SOCIAL IMPRESSIONS

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Measuring What Matters

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neboagency.com/SMX-2018
SMX Attendee Guide:

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Share these #SMXInsights on your social channels!
#SMXInsights
 Develop your promoted post strategy as
thouroughly as your social ads strategy
 Use algorithm insights to decrease CPC
 Set budgets based on target audience channel
usage, average CTR, your personal conversion rate
and CLTV
 Learn what works and increase content and spend
within that framework

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Thank You!
Sarah Lively
Director, Social Media Marketing
Nebo
@sarahinatlanta | #SMX
neboagency.com/SMX-2018