Rumor has it that advertising/boosting Facebook Live videos is less expensive and more beneficial than other types of Facebook Ads.
Of course, we wouldn’t just rely on a rumor. So we ran a little experiment where we boosted two posts (a Facebook Live video and a blog post we wrote) with the same amount of money for the same seven day period. (Like any good experiment, you should only change one variable at a time!)
Some interesting things we can see right away.
- The blog post I promoted wasn’t styled sexy. I could have worked a little harder to make it visually compelling, especially for mobile.
- The video got way more direct engagement (clicks) and reach (views) than the other post.
- The blog post got more comments and shares, which we could argue is more ‘deep’ than someone liking or viewing.
- We didn’t use tracking links or any real call to action (ex: email newsletter signup) to see if these drove actual business. So not an entirely amazing experiment on all fronts.
One experiment can’t definitively prove anything, but our results show that Facebook is making Live video ads a cheaper prospect to those willing to give them a shot. (I will say, it is cool Facebook let’s you pick your thumbnail; don’t settle for the one they give you!).