Should You Stop Sponsoring Your Facebook Page or Not?


Social networks are being developed in such a way as to better respond to the needs of users. Therefore, if you want to attract more users to your profile or site, you need to monitor existing changes and updates. Facebook and Instagram are becoming indispensable (they are so for quite a while) segment in developing your own brand, so it is not surprising that marketing experts most often deal with the strategies of these two networks.

Surely you have already had the opportunity to see that Facebook offers the possibility of sponsoring the page. The goal of such campaigns is to show potential services or products you offer to as many people as possible. However, the number of likes on the Facebook page is no longer important and does not say much about the quality of your brand. After all, with the help of certain programs, you can easily buy likes on your FB page and even buy followers on Instagram.

What Exactly Is the Problem?

Someone who visits your site can easily see through what it is about if the number of likes reaches 10,000 on one hand and you have a maximum of five likes per post on the other hand. This is proof that your page, regardless of the number of likes, is followed by a small number of people and that an even smaller number of these are involved in any communication with you.

After the changes that befell Facebook and after the changes that were introduced in the process of analyzing the quality of the page, the contacts and connections that customers have made with the page are usually taken into account. This further means that the process of mere promotion of the site itself, which in most cases will bring you likes on the page but few actual connections, links, and contacts with posts on the page, is not cost-effective.

One of the things owners of Facebook pages often overlook is the significance of the email promotion on it. By creating an email newsletter sign-up unit, you can encourage new readers to subscribe to an email newsletter. Of course, you previously set up the newsletter using VerticalResponse, the platform that has a number of features that can help you save a lot of time when it comes to managing your emails. Readers who enter their email address straight into the Facebook email newsletter sign-up unit form consent to receiving email updates from your publication. The positioning of this call-to-action unit will be determined by Facebook.

Oversaturation and Monotony

Every Facebook user is seen as a potential customer and each of us has been shown at least once a sponsored post about the interests we have. However, that does not mean that we will react to every content, does it? Moreover, too much sponsored content can provoke a completely different, or rather, opposite reaction.

Another very annoying novelty that Facebook has introduced is the possibility of sponsored content through video content, something similar to displaying such content on YouTube. The video is interrupted at one point to show a sponsored ad. Although some users will react, in most situations the reaction of the users is negative because they didn’t ask to be interrupted while watching the video by an advertisement that does not interest them. This strategy is only good in certain situations, so for now, put page sponsorship and video content sponsorship aside.

Choosing the Right Campaign Is as Important as the Content Itself

Given how Facebook looks at user reactions regarding the content of the page, it is logical then that poor user reaction to advertising also sends certain information to Facebook analytics.

First of all, a poorly created campaign can cost you extra money. By a poorly created campaign we mean not only the choice of the inappropriate type of campaign according to what you want to achieve (as, in this case, the sponsorship of the page), but also how the campaign was created. The unwritten rule on sponsored content says that the most important thing is to choose an adequate target group, opt for the proper interests of users, and many other selection filters.

‘Screaming’ Letter Size

Over the past five years, Facebook has also tightened its image creation criteria for sponsored content. Great attention is paid to the quality of the image, but also to the size of the letters used. Facebook does not allow large fonts, so-called ‘screaming’ font sizes or poor image quality. In this regard, it is necessary to try to fit all the information about the campaign according to the recommended suggestion, which is provided by a generator specially created for that.

It is enough to upload the image you plan to post here, and Facebook will assume based on the marked fields whether that size is good or not and what needs to be changed. Note that an image that has many dots, commas, or other symbols on it may also be recognized as text. These factors are worth thinking about from the very beginning of creating a campaign.

Budget and Consequences

The consequences of not knowing Facebook marketing are primarily related to the budget. Poorly created Facebook ads will not show to a large number of people unless you pay extra. On the other hand, the response from users will certainly be minimal since what you are doing does not match the recommendations on what the Facebook post should look like. This is also related to the sponsorship of the Facebook page, with the proviso that there will be no problems in violating the rules of sponsorship, as much as in the lack of reaction from users.

Oversaturation with ads requires a completely new and different approach to marketing, so the focus should be on content and sponsoring the posts, not pages. In creating posts, there are again special rules regarding the length of the text, the appearance of the image, as well as the colors used. However, one sponsored post will not give positive effects without built communication with the users of the site. The only information Facebook gets when a campaign is good is that certain content has been recognized by the target audience. This can be a guide in further creating content to raise the quality of organic reach.

Nothing Without Emotions

In the long run, although paying for advertising makes sense, more focus is placed on the nature of the content and the nature of the link formed between the site and the user. Of course, one part of the communication between the site and the user is built through sponsorship, but for the most part it is built through the activities on the page.

The most important activities on the page that are not only related to the publication of content have the most to do with user communication. These activities include responding to user comments, responding to messages in a timely manner, as well as user recommendations that testify to the quality of your work. What Instagram and Facebook have in common is the regular posting of interesting content and quality images that are not necessarily aimed at promoting a service or product, but are aimed at helping users.

Interesting Content

It is important that you publish content that will provide interesting and useful information to your target group. Interesting content must be in the context of certain values that are common to your product and target audience. In this way, you create an emotional connection between the target group and the brand, which in the long run is much more important than sponsoring the site. Your goal is not only to make, but also to maintain contact with the user, and in that, you will not be helped by sponsoring the page.

In some future periods of digital marketing development, its humanization is expected. This primarily refers to paying attention to users who are really interested in your product instead of quantitatively increasing the number of followers or likes. In the future, marketing will receive a qualitative characteristic based on the experiences of users and their relationship with the product or the person behind the service it offers.

Our suggestion is that you don’t pay attention to the number of followers and likes on the page because they don’t say much about your business. Instead, focus on a system of values and knowledge that will help the target group solve a particular problem while using your product or service.