You already know Facebook is a powerful and necessary channel in your digital marketing strategy from reading reports like DemandWave’s look at digital trends, but with each different Facebook ad type, which will get you the best ROI?
Marketing analytics software company, TrackMaven, conducted an industry-wide analysis of the spend and performance of Facebook ads specifically for Dark Posts and Boosted Posts. They took a look at budgets, days of promotion, and engagement for each, revealing some useful information about where marketers are getting the most for their money. But, before we dig into the numbers, let’s take a look at the difference between Facebook Dark Posts and Facebook Boosted Posts.
What Are Boosted Posts and Dark Posts?
Boosted Posts, which Facebook calls Boosted Page posts, allow you to extend the reach of a post you’ve already published to your Page. When setting up a Boosted Post, you can choose to send it to “People who like your Page and their friends” or “People you choose through targeting.” The second option includes target specifications for location, age, gender and up to 10 interests
Dark Posts, which Facebook calls Unpublished Page post ads, allow for more customized targeting. Every Dark Post that you create can be tailored for and targeted to specific, and different, audiences. Dark Posts are a great way to test creative with different audiences without overloading your Page since none of the ads are published to your feed.
Why Boosted Wins
Marketers spend nearly twice as much per Dark Post than Boosted Post, and leave Dark Posts active for an average of 15 days longer. But engagement numbers reveal Boosted Posts are more effective. Boosted Posts receive over 9x more organic reach and 7x more organic impressions than Dark Posts on average. Boosted Posts also receive a significantly higher number of shares – 73% more. The benefits of each ad type and how they influence creative may be one explanation for the wildly different results. Businesses tend to spend more time on ads posted directly to their Page (which would become Boosted Posts), while Dark Posts tend to focus on testing, and explicit calls-to-action.
TrackMaven points out that Dark Posts may be more beneficial to big brands with big budgets who are willing to commit to a longer-term strategy. Something to consider if your business meets that criteria.
Most Popular Post Type
Now that we know how and to whom to send ads, let’s look at the what. TrackMaven found the majority of posts are link posts – 84% of Dark, and 87% of Boosted. It makes sense when you factor in the reason for creating these two ad types is usually to encourage some type of qualified interaction.
If you still need more convincing to shift focus and dollars to Boosted Posts, check out this article for other benefits AdStage has experienced first-hand.
Breanna is a freelance senior copywriter with a decade of storytelling & marketing experience. When she’s not nerding out on words, she’s exploring the Rocky Mountains with her husband and pup.
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