Brands may complain about having to pay for Facebook's Promoted Posts feature, but they haven't stopped using the service, they've ramped up their efforts.

The days of Facebook being a social network where college students come to meet and socialize are long gone. Today, business professionals and consumers use the social media hub for a variety of purposes, and with new technologies, Facebook has become an essential tool for both B2B and B2C brands.

Facebook reaches approximately 1 billion monthly active users – the largest social media network in the world. With such a hefty user population, brands have wanted to leverage the reach of Facebook for their own monetary gains, and the network seems happy to oblige.

In the company Q4 earnings call, Facebook representatives touted the success of its Promotes Posts feature, despite claims made by critics that they shouldn’t have to pay to reach their followers, MarketingLand reports. During the call, Facebook COO Sheryl Sandberg reported that approximately 500,000 Pages have used Promoted Posts to reach fans. More, Sandberg announced that about 30 percent of Promoted Posts users are new advertisers and 70 percent are repeat customers.

Facebook marketing must fit into any social media marketing strategy, especially with features like Promoted Posts showing signs of success. Companies can use the paid feature to boost visibility of their custom content. When a brand creates a well-written piece of copy, it wants its fans and followers to see the media, and Promoted Posts makes this process easier for everyone involved.


Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.