There’s one important thing you should understand about engagement on social media. It’s something I call the “Wave Effect” that happens with Facebook and Google search and riding the wave will save you money with ads!
When your audience starts responding to and engaging with a particular post, Facebook recognizes that this is happening, and is more likely to show your next post to more people (or more of your posts, if it is happening a lot). In other words, if you put out a highly engaging post one day, the next post you put out after that is much more likely to reach more people.
Facebook also recognizes when a particular link is getting a lot of click-throughs from your posts and that makes a difference in creating your ads. If you create an ad from a link that is getting a lot of social media attention, then Facebook is much more likely to show your ad to your audience, which will cost you less, since it has been deemed relevant and engaging.
For example: Let’s say you post a link on your Facebook page leading to your blog post called, “10 Questions You Should Ask Every Daycare On A Tour,” and you get a lot of natural engagement. Then, when you turn around and create an ad or a boosted post with that link, you’ll save money because it has already been deemed a high-quality link. This means you’ll reach more people for less money. So, an ad or boosted post can be used to amplify an already engaging post to reach a massive amount of people with a more cost-effective ad.
If we put out a social media post, and it’s engaging, highlights our brand, and supports our marketing, this is generally a good time to at least boost it, because it will be a more cost-effective boost, and we’ll “surf the wave” of engagement, so to speak.
Facebook even takes into account signals from around the web. If you get a lot of website visitors because people search for “child care Dayton, Ohio” and you’re the first one that shows up in search results for those terms, Facebook recognizes you as a high quality site. This means they will more likely show your posts and ads to your website at a lower cost. It all works together!
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