Why Personal Profile Advertising on Facebook Falls Short: An Experiment by The Rocket Group

Hey there! Gus Wagner here with The Rocket Group, and I thought I’d share the results of a recent experiment we conducted. As some of you may know, it’s now possible to set up your personal profiles to be digital creators. This is done through your profile settings, and it comes with the power to promote your posts to a broader audience, including the general public, your friends, and followers.

We decided to test this feature with a birthday video we were using for a fundraiser. To ensure it got seen, we promoted it. Our budget was $14 for seven days, meaning $2 a day, and we targeted friends and followers only. I have about 3,900 to 4,000 Facebook friends and followers on my personal profile, a relatively small audience compared to the extensive campaigns we run for brands nationwide.

The results were quite disappointing. Despite the promotion, only 85 people were reached. We garnered just three clicks, and while the cost per click was somewhat attractive, the overall reach for $14 was very poor. Typically, through a business ads manager, $14 would reach thousands of people daily. Even $2 would achieve a far greater reach than 85 people.

Based on this one small and biased experiment, we don’t recommend using personal profile advertising for significant campaigns. The reach and impact are minimal compared to business ads manager capabilities. 

If you need help with your social media, social media advertising, or general marketing, please feel free to reach out. We’re here to help you create your success story today. Thanks a lot!

Gus Wagner

Gus Wagner is the President.Owner of The Rocket Group – an award-winning marketing and communications firm headquartered in Jefferson City, Missouri which serves clients across North America. The Rocket Group has specialized in building effective tools across traditional means and new media for clients in businesses, organizations, and nonprofits since 2001. Gus is also a five-time certified Social Media Strategist, a former Chief of Staff in the Missouri State Senate, a retired national champion amateur hockey coach, and a would like to be a singer/songwriter.