It is clear that Facebook wants you to pay to have lots of people see your content. Full disclosure: I myself am a big proponent of running organized, targeted Facebook campaigns because they really do work. However, we can’t afford to pay for every post that we put on Facebook and here is where this little trick comes in.
When you’re creating a post, have you ever noticed this little icon?
If you click on it, it opens up some free organic targeting options for that post. Now, you don’t get the same level of detail or organization as you do with a full paid campaign, but it does give you at least some help to make sure that more of your target audience will see that post.
So, let’s say I’m creating a post about an event that my Young Friends group is hosting. That gives me some pretty finite targeting that I’ll want to go for; namely people who live in my area who are within the age requirements of the group.
Easy as pie!
Now, this targeting means that only the people within your targeted parameters will see the post in their feeds but everyone will still be able to see it if they go directly to your Facebook page. The vast majority of people who interact with brands do it through content that they see in their feeds so that is just fine with me.
Some other applications that immediately come to mind in the arts marketing world are:
- “Date night” campaigns targeted to people who are in relationships
- Foreign language campaigns
- Student rush ticket campaigns targeted to people in college
- High school student programming
- “Girls night out” campaigns targeted to women
And, if you’re promoting a specific event, don’t forget to utilize the Post End Date option to tell Facebook when to stop showing the post in feeds.
Have you experimented with organic post targeting? How did it go? Leave a comment to share your experience!