Wednesday, November 30 2022

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Developing a social media presence for your brand is an ongoing challenge, especially when it feels like your organic social posts aren’t building much traction. Many people spend their time, energy, and creativity trying to create quality, trending content to connect with their audience and showcase product offerings, so their posts hardly reach anyone.

“At a time when having an online presence is a necessity for e-commerce, pet professionals are looking for ways to increase their reach and engagement,” said Vic Mason, president of the World Pet Association (WPA ). “They may feel like they have to spend huge resources on ad campaigns, but there are simple strategies anyone can adopt to start seeing results on social media.”

Leverage your existing content

If you’re wondering how to reach more people with the content you create, you’re not alone. One step you can take is to properly leverage the content you’ve created.

You may feel like when you create an organic social media post, all of your followers will see it at some point. This is usually not the case however. In fact, only 1-5% of your audience, on average, sees these organic or “free” posts. If you have 1,000 followers, that means only 10-50 people typically see your posts.

Considering how long it takes to create organic posts, such statistics can be daunting. The thing is, social media is where many people spend their time, which makes it important to attract potential customers to where they are. Pet professionals looking to expand their engagement need to ensure their content is seen.

One way to do this is to use a most recent (engagement) ad campaign. Using the social media platform’s Ads Manager, you can create an engagement campaign that promotes your most recent posts on your Facebook page.

How it works

This type of campaign is designed to get more engagement like likes, comments, shares, and clicks on your posts. Facebook’s algorithms are shaped around this engagement.

To help keep users in its app, Facebook shows users content that performs well and receives quality engagement. The more users interact with a post, the longer the content will circulate in the app, as the algorithm continues to show it to more people. By promoting your own posts, you can increase your engagement beyond the typical 1-5% of your fans, ensuring a significantly larger audience and converting new customers.

Target your audience

There are two target audience groups you should focus on: your fans (people who like or follow your account on Facebook) and a “lookalike” audience (people who have similar interests and behaviors to your customers and current subscribers).

Promoting directly to your fans has a double benefit. Since they are already following you, they have expressed an interest and are more likely to engage, so the cost per engagement is lower.

Additionally, if they interact with your content, the algorithm will show more of your content to them organically in the future, expanding your free reach to these users over time.

In Ads Manager, you can control who sees your ads. Selecting “People who like your Page and people who look like them” expands your reach beyond people who have already liked your Page, giving you the opportunity to reach new customers. You can usually use a smaller budget to promote to these audiences (as little as $1 or a few dollars a day) to ensure your fans and new people see your content.

Add a call to action

You can select your most recent organic posts in the Ads Manager to promote, and even swap which post you choose to promote each day.

Additionally, when promoting your posts, you can add a “Buy Now” call-to-action button that links directly to your website. This will help viewers and new customers find your featured products more easily and ensure that your advertising campaign leads to sales and increased engagement.







Maddie Goode is a social media strategist and ad buyer for Crystal Media. Joining the company in 2019, Goode has worked one-on-one with dozens of clients. Combined with her thorough and detail-oriented approach, she has achieved notable successes for her advertising clients, including a 68.7% year-to-date sales increase and multiple 10x return on ad spend personalized conversion campaigns. Goode also combines his interest in small business advocacy with his passion for education and stage entertainment. From presenting at Crystal Media events to being spotlighted regionally and nationally, she has formed and left her useful impression on thousands of retailers to date.


The World Pet Association (WPA) brings the pet world together so that quality interaction and education between and among product suppliers and pet owners can create healthier, happier pets and a healthier and more productive pet industry. Founded in 1950, WPA brings thought leadership, innovative thinking and best practices to the pet industry, striving to inform and educate the general public to ensure safe and healthy lifestyles. to our animal friends.

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