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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.
My Periscope on the topic (opens in/on Periscope)
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.
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Move your content from happening to performing. The 2020 textbook: