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  Article updated: May 09, 2022

Create and promote a post

When you create a new Facebook, Instagram, or LinkedIn post, you can add promotion settings to make sure more people see it. To get the most from your ad spend, you can choose how long you want to promote it, who you want to target, and what kind of engagement you want to get from it.

Promoted posts can be published, scheduled, or saved as drafts, and if scheduled, can be edited later from Hootsuite Planner just like any other post.

This article describes how to promote new content as you create it. To promote existing posts and manage your promoted posts, see:

Note: Hootsuite does not support creating events or polls.

Before you begin

Before you begin promoting your content, you must have a Facebook or LinkedIn ad account associated with one of your Pages. You must then connect that Page to Hootsuite. For instructiosn on creating and connecting your ad accounts, see the following:

Create a new promoted post

  1. Go to Composer, and then select Post.
  2. Select the Facebook Page, Instagram account, or LinkedIn Page you want to publish to, and then create your post.
  3. Select Promote this post to review and set up your promotion parameters.
    new post composer with promotion option highlighted
  4. Select the Facebook or LinkedIn ad account to use to promote your post.
    • Not seeing one of your ad accounts? The user who adds a Facebook Page to Hootsuite also adds the ad accounts. To import an ad account, reconnect the Page using your Facebook credentials.
    • Missing a Facebook Page, Instagram account, or LinkedIn Page that’s connected to Hootsuite? If you are a Team, Business, or Enterprise plan member, make sure you have Advanced or Custom social network permissions for the Facebook Page. For LinkedIn, make sure you have advertiser permissions for the ad account in LinkedIn Campaign Manager.
  5. Optionally, edit your promotion settings. For detailed settings information see the following sections:
  6. Review your post using the preview view next to it. Once you are feeling good about it, you can choose from the following options:
    • Post now - Publish the post. You can also use the following expanded Post now options:
      The arrow next to Post now selected to show the extended options
      • Save draft - Save the post as a draft to polish or review it at another time. You can find your drafts in the Publisher.
      • Post and reuse accounts - Publish your post, retain your social account choices, and begin a new post to those same social accounts.
      • Post and duplicate - Publish your post but create a copy of it so you can create a new, similar post with a unique post ID so you can track it separately.
    • Schedule for later - Schedule a time and date for the post to publish. Paid plan users can select a recommended time. Scheduling your posts lets you keep your social presence active and publish your posts at high engagement times.
      A specific schedule date and time manually selected for the post, with the option to see recommended times
Facebook Page promotion settings

You can edit your promotion settings from your Planner calendar. Open and edit an existing promoted post, and then select Edit next to each promotion setting section to define your promotion objective and trigger settings. You can customize the following:

  • Objective - Select from one of the following advertising objectives to prioritize who to show your boosted post to:
    • Engagement - People who are likely to engage with the post (those likely to react, comment, or share).
    • Website Clicks - People likely to visit your home page. Optionally, set a Custom Link keyword or a part of a URL to boost posts containing that information.
    • Video Views - People likely to watch your video.
    • Reach - The maximum number of people in your audience.
  • Automation trigger (for automated boosts) - Automation triggers are the various actions that initiate an automated boost. If you are using auto-boost, you can choose to set automation triggers to review and boost posts from the past 7 days (for the duration of your campaign) that meet your criteria. The following trigger options are available:
    • Automatically boost posts with Facebook Hot Post trigger - Use the Facebook Hot Post feature to intelligently boost organic posts that have higher engagement rates. See What is a hot post?
    • Automatically boost posts that meet your minimum requirements - Boost posts that meet a set, minimum number of likes, comments, shares, video views, or reach. You can add multiple triggers (for example, the post must have at least 50 likes and reach at least 200 people for it to be boosted).
    • Automatically boost all posts - Boost all of your posts for the past 7 days.
  • Content type (for automated boosts) - Select to boost posts with any combination of links, status, images, or videos in them.
  • Keywords (for automated boosts) - Optionally boost posts that only include or exclude keywords that you define. You can define multiple keywords to include or exclude.
  • Audience - Select to target a specific audience for your ad. You can select from the following options:
    • Build your own audience - Select Edit next to this option to customize your target audience by setting custom demographics and interests criteria.
    • Recommended audience - Set a target location and build your audience using Facebook's Lookalike Audience feature which targets people who would likely be interested in your business because they're similar to your best existing customers. For more information, see the Facebook help article Learn About Lookalike Audiences.
  • Turn on Instagram Placement to have your ad appear on both Facebook and Instagram.
  • Set your budget and the duration of time you want to run your ad.
LinkedIn Page promotion settings

You can edit your promotion settings from your Planner calendar. Open and edit an existing boosted LinkedIn post, and then select Edit next to each promotion setting section to define your promotion objective, timeline, and target audience settings. You can customize the following:

  • Objective - Select from one of the following advertising objectives to prioritize who to show your boosted post to:
    • Engagement - People who are likely to engage with the post (those likely to react, comment, or share).
    • Reach - The maximum number of people in your audience.
  • Select to target a specific audience for your ad. Select Edit next to this option to customize your target audience by defining location, company information, demographics, education, job experience, and interests. Keep an eye on the potential reach of your audience as you build it. If it becomes too small, you may want to remove some of your audience parameters.
    Audience section with potential reach highlighted

    Tip: A good place to start is to target using Job Experience, Function, and Seniority.

  • Select Enable LinkedIn Audience Network to build audiences using LinkedIn's Audience Expansion feature, which target audiences that share attributes with your target audience. For more information, see the LinkedIn help article Audience Expansion - Overview.
  • Set your Budget and the Duration of time you want to run your ad.

Manage scheduled promotions

Go to Publisher to view your Planner calendar. You can quickly identify your promoted posts here - just look for the $ sign on the post.

a promoted post in planner

Open and edit an existing promoted post, then select Edit next to each promotion setting section to edit your promotion settings.

You can also delete the post, or select More to duplicate it or set it draft status.

Once a scheduled promotion is published and live, you can monitor the promotion results in Hootsuite Social Advertising (go to Advertise , and then select Facebook Boost, Instagram Boost, or LinkedIn Boost).

How do promotion budgets work?

Depending on your plan type, you can administer a set spending limit for promotions every 30 days. For more on plan types and budgets see Overview of Hootsuite plans. Spending limits include Facebook boosted posts and LinkedIn boosted posts. These spending limits are not a credit - they indicate a limit on your spending. Once your spending limit is reached or your ad account is at a deficit, your promotions are paused. When your balance refreshes (every 30 days), you can reactivate existing promotions or create new ones.

Ad budgets in promotions work the same as they do on Facebook and LinkedIn. Your ad spend for your promoted posts is paid to Facebook and LinkedIn from your Facebook and LinkedIn ad accounts. For more information, see the following:

 

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