Content marketing: Telling Meaningful Stories

Facebook or Twitter advertising? What works better?

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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The answer depends a bit on your definition of “works.” I ran a test using my June “Mean Tweets” post and video.

I posted this to Facebook and Twitter. Same wording, same picture, same link. 


I promoted both posts, each for $50. Twitter’s promotion started right away and didn’t appear to allow me to choose  audiences like I did on Facebook. On Facebook, I choose countries and industries of whom to show the post to. 

Related content: 

My Periscope on the topic (opens in/on Periscope)

Do Tweets with images really perform better?

In a nutshell:

  • Twitter got more clicks (24 to Facebook’s 10). But that’s still over $2 per click even on the better performing Twitter post. 
  • Facebook showed the post to around twice as many people though (13,000 vs. 6,700). 
  • 2,200 people liked my Facebook post with just a handful of engagements on Twitter.

The Facebook promotion also helped me grow the page’s audience some, with almost 40 new page likes. Neither promotion helped drive a significant amount of traffic to the blog. I was slightly surprised by that since the post’s meat and more interesting content was in the video viewable after the click. 

The actual video on YouTube had around 70 views and the post on this blog was the sixth most viewed this week. 

Conclusion and final take-away

Thinking about what’s important to us can help us determine where to spend distribution dollars. Perhaps, the biggest success was to grow the Facebook page some, but of course now I have to pay more to Facebook through sponsored posts to reach my followers there. 

I did personally enjoy the comments and interaction – especially on Twitter. 


Where do I plan on spending my distribution budget? For the most part, I see more long-term value in moving the majority of it to creating unique content that solves problems. That content – distributed on social, too, of course – at some point will then show in search results when those people who actually want to consume it are looking for it. 

Related: 

Content spreads when others share it 


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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