What is Cost Per Post Share?
Cost per post share is the average amount you spent per each user-generated post share. You get this number by taking your total budget and dividing it by post share. From there, you decide if that cost is acceptable for you and your team.
The post can be shared to their page, to their friend’s timelines, to a group they are a part of on Facebook, or even at times when it is sent through DM on Instagram.
Keep in mind, the post shares or any other form of engagement or interaction that you might get once it is on that other user’s page is not calculated into your ad campaign metric number after the fact. The interaction has to be taken from your post ad.
How Do I Get More Post Shares?
Like any other ad campaign, strategize thoughtfully before you even open up that ad auction tab. What kind of content will most resonate with your audience? What is your goal at the end of this campaign and who should you target to get there?
A tip to getting more post shares is making your post much more visible in the first place. After all, organic reach is extraordinarily hard. Try getting this post much more visible by pinning it to the top of your page (an ad-free approach) or promoting your post. By making it more likely to end up on someone’s newsfeed, you are making it more likely for them to interact with it in any kind of way, including post sharing.
Why Should I Measure Post Shares?
If a user you targeted shared the post, that means it resonated with them so much that they wanted their friends and other connections to see.This is the ideal result of any Facebook page post ad. It means that you have targeted the right audience. A post share is one of the most prolific forms of engagement, going above and beyond liking and commenting. This means that you are likely going to gather their network and their connections who will be redirected to your business page from that share.
When you also look at post shares, you may see that some were shared much more than others. This can be a moment to allow for a new strategy for your marketing tactics. What did all the posts that got the most shares and other forms of engagement have in common? What did the users who shared these posts have in common?