Promote Post - Reached 1,302 people - 39%
Umpromoted post - Reached 1,106 people - 33%
Other posts same day - Average of 22%
Up until yesterday the unpromoted post was doing a lot better and then in the last 24 hours or so the promoted post took the lead. I did notice that I was still getting 'likes' on the promoted post up until this morning so presumably some people were still seeing it in their timeline then whereas the unpromoted one had moved down my page (and people's timelines).
I did learn that if you hold your mouse over the number of people who have viewed your page you can see how many sew your post because of promotion, also if you hold it over the percentage it tells you what percentage of people saw it because you paid for extra promotion.
|Number of people reached through promotion|
|Percentage of people reached through promotion|
My promoted post only reached 6% more of my fans than my unpromoted post did. Although according to the stats on that post it reached almost double the amount of people it would have reached if I hadn't paid for the promotion. However £7 to reach an extra couple hundred people seems very expensive to me!
Furthermore it said that for the £7 I would be reaching 2,200 people in the 3 days the post was promoted. That would be 100% of my fans, so 39% is a long way off that! I will keep an eye on it and see if the percentage continues to increase this week even though the 3 days promotion has ended but all in all I'm rather disappointed with the outcome.
I'd suggest saving your money and concentrating more on post interesting posts and images which you know will catch your page fan's attention. The image of fabrics I posted as my test unpromoted post had 56 likes and 11 comments, whereas my promoted post had 15 likes and no comments.
Running this experiment has made me keep a closer eye on the reach stats on my posts and I do think these figures could be useful to us page owners. We've known for a long time that not all our fans see our posts but we had no idea how many weren't seeing them. Now that we can see those figures we can use them to our advantage. I've noticed my 'reach' figures vary massively between 7%-40% and I'm starting to spot trends as to what is affecting them For instance when I post from Hootsuite my 'reach' is a lot lower than when I post directly onto Facebook. I think it would be worth our while to look back over a week or too's stats and see what reaches the most people so we know what to repeat in the future to keep our fans engaged.