Reach More People with Sponsored Social Media Posts

Have you already come across social media posts tagged with “Sponsored”? Do you wonder what they mean and on which principle they work? Good question! An even better one would be, how can these posts help you reach way more people than you do with your organic posts – the ones that you publish on your social media timeline? In today's post, we will uncover not just that, but also concrete steps to getting started! 

Truth be told, you can use these types of posts to reach many more people than you do today…

What is a Sponsored Post

But before we jump into what a sponsored post means, let's look at what it doesn't. Say that you run an Instagram profile and add posts to your profile. So do we. This is what it looks like.

Instagram Feed

These posts are the ones that appear on your social media profile and most importantly, on the feed of your followers and friends. The ratio between the number of people you reached with your posts and the total number of followers is your ORGANIC REACH. The more people who follow your profile, the more people you can reach with every one of your social media posts. Therefore, it is important to build your audience.

But what if you want to reach more people? What if you want to expand your reach to someone who hasn't liked your page yet? Both answers will be clarified, go ahead and continue reading...

Organic Reach is Getting to Zero

In regards to the organic reach, we have to tell you the cruel truth. The organic reach is constantly decreasing. What that means for you, is that you no longer reach the same number of people as you did before. 

We have covered this topic more thoroughly in this article, but to point out the importance of this decrease, see the graph below.

Facebook Organic Reach Decline

From 2012 to 2016, the organic reach on Facebook sunk to almost zero…

Let's do some math to understand it better. Say your page or profile has 10,000 followers. Due to the organic reach decline, your organic posts may reach between 300 and 800 people based on their performance – making your organic reach between 3-8%. Now, the chance that some of these 300 to 800 people interact with your content is way lower than if you reached 3,000 to 8,000 people (call me captain obvious). It may sound logical and totally clear, but ignoring this fact and relying solely on your organic reach may cost you your market share. In other words, you may lose your followers, fans and customers if you don't act.

Now that we've explained what organic posts mean, let's finally clarify what these “sponsored” posts are that serve you targeted content on your social media feed

Refresh your Facebook or Instagram feed and scroll for a few seconds… A post that looks like any other one with one small difference. It is tagged with “Sponsored” in the upper part. Can you see it?

Vogue Business on Instagram


You will find plenty of these on your feed. And most of them will be perfectly targeted at you – based on your interests and preferences. Now the key is to leverage this feature for you and your business, isn't it?

How to Sponsor Your Posts

Let's dive into how this sponsored content works. Facebook, Instagram, LinkedIn, Twitter, TikTok and other social media platforms allow you to run ads through their advertising interfaces. You sign up, learn how the platforms work and jump straight into promoting your content. These interfaces – let's call them the Campaign Manager Accounts for now – remain unknown to “ordinary” users. It's all the magic that “happens in the background”. 

Let's take Facebook as an example. Say I want to promote our post that has been (organically) published on our timeline.

Facebook Feed

Organically, we didn't reach as many people as we'd like to. Let's promote the post then…

Either in Facebook Business Manager or through using tools like our own app, you can follow a few steps and create your campaign – sponsor a post. By defining your goal, marketing persona, budget and message, you can expand your reach and speak to people that have never heard of your business before or show your content to followers you'd not have been able to reach organically.

Going back to our example, let's say that we want to target small business owners in California. According to data from Facebook, we could reach 290,000 people, respectively 277 to 800 people a day for less than $10 a day. 

Yes, promoted posts are about investing something into expanding your reach. But as you see, you don't have to sit on millions of dollars in marketing budget to speak to more potential customers than you probably do today. You don't even have to sit on hundreds of dollars to achieve your goal of reaching more people… 

Not to say that when they purchase from you, your investment is back – with interests (or margin:)

This is what the set up would look like...

Facebook Ads Manager
Use tools like groost that simplify the process of a campaign launch and management.

The best thing is, that you target your posts solely at people who are relevant to your business. In other words, you tailor your content to people that can become your customers, followers or fans.

Say you run an eshop with accessories. You sell watches, necklaces, small pieces of clothes, rings and other goods. You have two types of products: those made for men and those made for women. 

You manage your Instagram profile and post content about your customers’ satisfaction (reviews), latest clothing items and inspiration as to how they fit with other outfits. This content can be interesting for both men and women. But what if you want to run a campaign targeted solely at men with the goal of selling all the men's watches that have been sitting in stock for a long time? That's when the sponsored post comes into play…

The process has already been described: you define your goal (sell more watches), marketing persona (men in California between 25 and 45 years old, interested in fashion), choose which channel you want this post to appear on (Instagram), set your budget and campaign length ($5 a day for 7 days) and finally, create your great content – the ad that your potential customer sees on his feed. Say your post looks something like this.

Example of an Instagram Post


Thanks to this campaign (while using the settings in the brackets), you are able to reach more than 7,000 people. And you've invested $35 total. Awesome, isn't it?

Is this the only option available to increase your organic reach, you may ask? It's definitely not. Marketing is all about synergy. You may want to combine more tactics in order to achieve the best results. 

Let's go through some tips & tricks that can work perfectly with (or without) promoting your posts.

Create Engaging Content That Can't Be Ignored

Again, this may sound obvious, but is not always completely understood. Creating super engaging content comes first, along with understanding your audience! If you don't know who you're talking to, your speech can never really resonate, right? 

It's like in life. Imagine you go on a date with a pretty and intelligent woman who is into fashion and yoga. You spend the whole time speaking about the Super Bowl! How would that date end? You probably know the answer... 

The same applies to your social media profiles and any content that you publish. If you create something that no one's interested in, you decrease not just your reach, but also engagement.

Start with defining your marketing persona and create content that they find interesting, educating, funny or shocking – anything that goes with your brand.

If you do so, your followers will like, comment, share and recommend your content and products. Thus, you can leverage the real power of social media: the snowball effect that happens once people share your content.

Leverage Other Channels and Platforms

Let me share one secret with you. Your followers are not only on Facebook or Instagram. They also use other platforms like Youtube, Pinterest, LInkedIn or TikTok. In fact, an average American Internet user has more than 7 social media accounts. Keeping that in mind, you should definitely leverage the potential to reach your audience where they are (and where your competitors probably aren't… yet)

Platforms like LinkedIn or TikTok have a much higher organic reach now. They are where Facebook was a few years ago. That may change as they grow and decide to monetize their audience, but till then, you can build your follower base and successfully grow your business. Now’s the time, so go for it!

Key Takeaways

  • Sponsored posts can help you reach more people.
  • They help you go beyond your organic reach that is decreasing rapidly.
  • You can use detailed targeting to reach your potential customers.
  • Leverage tools like groost that simplify the campaign management.
  • Know your audience and invest into content creation.
  • Go multichannel – people are on multiple platforms, not just on one.

Are you also suffering from a continuous decrease in organic reach? Do you reach less people than you'd like to? Try some of these tactics and let us know how they have helped. 👋

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.