Contents
- What is a promo post
- Features of promo posts
- Goals of promo posts
- Types of promo posts
- How to properly format a promo post
- Testing and analysis
What is a promo post
A promo post is an advertising message placed in social media feeds to attract a new audience. Such a post looks like regular content but has a designation indicating its advertising nature. When used correctly, promo posts can become a powerful tool for promoting products and services.
Each promo post is marked as an advertisement, and while it can be liked, it cannot be commented on. This helps avoid unwanted interactions and focuses on drawing attention to the product or service.
Features of promo posts
One of the main advantages of promo posts is their ability to fit organically into user recommendation feeds. Since advertisements are often ignored, promo posts act as native advertising, appearing like regular posts from friends or communities, which enhances their effectiveness.
Key features:
- Excellent visibility in both mobile and desktop versions;
- Flexibility in targeting different audiences;
- A wide range of tasks — from increasing awareness to driving traffic and sales.
To launch promo posts, social media advertising dashboards are used, usually with payment made on a CPM (cost per thousand impressions) model. Although clicks and transitions are not tracked directly, they can be monitored for performance analysis.
Goals of promo posts
The main goal of creating promo posts is to expand the reach of the target audience and inform them about a product or service. It is important that after viewing the post, users show interest and take a targeted action, such as:
- Subscribing to the community;
- Registering for an event;
- Purchasing a product or service;
- Navigating to the website or community page;
- Filling out an application.
To facilitate the targeted action, promo posts include buttons with calls to action or hyperlinks. For example:
Call to action options:
- CTA button — for users already ready to take action;
- Hyperlink — to provide additional information.
The presence of a button or hyperlink is a mandatory condition, as without them users may not respond to the call to action, and the company will not be able to assess the effectiveness of the post.
Types of promo posts
There are several types of promo posts, each with its own characteristics:
1. Regular promo posts
These are standard publications transformed into advertising entries. After launching, they continue to appear in the profile and also appear in recommendation feeds.
2. Hidden promo posts
Such entries are created solely for advertising purposes and do not appear on the advertiser's page, showing only in users' feeds outside the community.
3. Hidden promo posts with a button
This format is also displayed outside the author's page but includes a button with a call to action, which allows highlighting the targeted action.
How to properly format a promo post
To create an effective promo post, one should:
- Clearly define the goal and target audience.
- Determine the volume of the post based on product knowledge and advertising goals.
- Structure the text using lists and paragraphs for better readability.
- Create an engaging first paragraph that grabs the user's attention.
- Thoroughly describe the offers and add a call to action.
- Select an impactful image that matches the text.
Testing and analysis
Before launching a full-fledged advertising campaign, it is advisable to test several variants of posts with different formats and texts. Analyze the results to identify the most effective approaches and adjust future advertising campaigns.
Constant monitoring of metrics, such as conversion to leads or the number of new subscribers, will help you optimize advertising strategies and achieve the set goals.