How we increased content downloads by 27%
by Andrew Krebs-Smith | November 13
Over the next few weeks we will be giving you actionable advice to help you promote your company’s content on Facebook. This is 6 of 6 in the series, where we make the argument that hosting your content on Facebook has certain advantages. If you don’t want to wait to master Facebook, you can download our 13-page eBook here. It provides in-depth explanation of the tactics that we use to create superior results for our clients.
While website traffic is great, it can sometimes be beneficial to host your content on Facebook, via a custom tab/application on your brand’s Facebook page. Some of the top reasons for this include:
- When using Facebook Advertising to promote your content, ads that keep users within Facebook tend to generate a lower cost-per-click.
- It is generally easier to send your Facebook audience to a destination within Facebook, instead of directing them away from Facebook.
- When you host your content on a custom app, you can use your cover photo to promote it, in addition to regular page posts (notice the arrow that points to the app hosted content in the example below).
When Prometric introduced a new certification exam, they sought to promote the exam by distributing content — like white papers and reference materials — around this new test. While this content was made available on their own website, Prometric also opted to place a custom app with a lead-capturing content download form on their Facebook page. This decreased Facebook Advertising costs, and also increased overall content downloads because anyone who visited the Facebook page would see the app, as compared to the smaller number of users who would only be exposed to the content via a post made from the page.
Overall, this custom app resulted in 27% more content downloads than the landing page hosted on Prometric.com.