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Origins and Caudalie saw between 250 and 650 engagements around their promotional content, or around 120% above their average number of engagements.

This is a clear content opportunity for other skin care brands to take advantage of on Facebook.

Calculate the cost of your content efforts

You can also use the content publication engagement data in this report to project the cost and ROI of your content efforts.

For example, let’s say you’ve decided to give a gift worth $ 100.

If, through your competition analysis, you know that your giveaway is likely to receive 650 engagements, the cost for this content activity will be $ 0.15 per engagement (i.e. 100/650 = 0.15).

So, for as little as $ 0.15 per interaction, you could create some pretty impressive organic engagement.

Identify ROI opportunities

From there, you can calculate an approximate ROI to justify your content decisions, comparing organic cost per engagement (CPE) to the cost of paid advertising.

According to AdExpresso, the cost per like (CPL) on Facebook’s advertising platform was equivalent to $ 0.20 for the first three quarters of 2020.

If you subtract the $ 0.15 CPE from your giveaway from that paid CPL of $ 0.20, you’ll see a minimum savings of $ 0.05 per engagement, or a total of $ 32.50 – if you’re aiming for 650 engagements in total.

We say minimum here because an organic giveaway campaign has greater potential to generate more than just likes.

Based on the performance of competitors, it can also encourage shares and comments, which are even better forms of engagement.

Additionally, the amount of feed-based impressions that will be generated by this trio of engagements will likely far exceed what could be achieved for the same price through paid advertising.

So this is it. A fairly easy way to calculate the ROI of your Facebook content decisions using Facebook Page Analyzer data.

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