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How to Use Facebook to Promote Content

For businesses which want to prioritise premium content, social media is of paramount importance. Knowing how to utilise social media effectively, however, can be difficult. This article will explore how you can promote content on Facebook.


There is no database in the world quite like Facebook. On this platform, people freely reveal huge amounts of information about themselves. This allows Facebook to collate and sell this information to marketers. And this means that you can be ultra-targeted when distributing content.

In recent years, organic Facebook engagement has declined. This is partly due to the fact that Facebook, through their algorithms, has prioritised paid advertising over non-paid advertising. Still, it’s well worth taking a look at some non-paid promotion strategies before turning to paid ones.

Non-Paid Efforts

As mentioned, non-paid promotion is becoming tougher on Facebook. Today, Facebook’s business model depends on people paying to advertise, which means that the platform takes actions to reduce the impact of non-paid advertising.

That said, it is still possible to gain some traction for free. If you already have a following on Facebook, then it is possible to build up your following and, in turn, customers via non-paid methods. Doing so depends on the quality of your content.

A video is currently a very effective content form. Video receives more engagement that any other format, and, in terms of organic reach, does better than any other type of post. In total, Facebook videos get eight billion views per day.

Another important factor for non-paid promotion is post regularity. Posting too much will have very little – or even a negative – effect on engagement. That said, post too little and you will suffer, too. One or two good posts per day are all you need initially. So it’s important to prioritise quality over quantity.

Finally, in terms non-paid methods of promoting content, related groups can be a great tool. Depending on your market, finding relevant groups to interact with can pay dividends. But remember: don’t overwhelm or spam other communities – instead attempt to genuinely integrate with them, contribute valuable content, and share their content, too.

Paid Efforts

Facebook advertising is a great way to effectively handpick who you want to see your content. The main thing to keep in mind when using Facebook advertising is to make sure you’re constantly testing your ad set. Trial targeting ads at different ages, genders, locations, and so on. And experiment with different copy and images. This approach will ensure that your ads remain maximally effective.


One strategy that works incredibly well for digital content is funneling people from social media to your site, and then using InPlayer to create a paywall for premium content. If a prospect has already consumed a lot of your free content via social platforms, they are classified as a qualified lead, which means that they are much more likely to pay to view more. Of course, this method depends on creating lots of great content and sharing it effectively.

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