Thanks to lớn social platforms like Facebook, the barrier khổng lồ entry inkhổng lồ entrepreneurship has never been so low, the access lớn data has never been so easy, và the tools available have never been so powerful as they are today.

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But you’ve sầu got to lớn have sầu some skills to make these platforms work for you.

One of the most popular and powerful of these tools is Facebook’s ads platkhung, which makes it possible to lớn target people as specific as your gummy-bear-loving neighbor who’s getting married next year and does a lot of online shopping.

Consumer research and ads that previously might have cost you $100,000 can now be done with a few tests and Facebook ads. Those in the know are scaling multimillion-dollar businesses with almost no sale costs. So, are you in the know?

If you’re not sure, worry not. In this case study, I will giới thiệu some of my own secret sauce: How I growth-hacked my startup’s community lớn over 10,000 highly engaged, relevant, and very real fans, by spending just 6 cents per like and less than $1,000 in Facebook ads.

Ever since I figured out how to vày this, I’ve sầu replicated it for multiple other startups (you will see examples of this too!) & taught them how khổng lồ growth-haông xã their Facebook pages, fine-tuning my formula every time. Here’s everything I’ve sầu learned, the exact ad settings I’m using, và the underlying principles that will help you conquer Facebook posts & ads.

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The Anatomy of a Highly Engaging Facebook Post

The currency of Facebook kinh doanh is the post, so right off the bat, let’s outline what makes up an engaging post. If you don’t know these basics, you may have sầu trouble succeeding with Facebook advertising. The following tips can apply khổng lồ both organic & advertised posts.

In the early days, we were way too focused on social media as an acquisition channel. We were impatient and saw it as a place where we keep users up to date about our development, ask them to lớn test our tiện ích, and answer our surveys. We tried, failed, and learned our first lesson:

READ MORE: FREE TRAINING: Explode Your Instagram Account With Our IG Hacks Masterclass

1. Your page is about your audience, not your business.

The moment we stopped posting about ourselves & just focused on our audience và the kind of content they lượt thích, our page blew up. Don’t ask your followers khổng lồ bởi vì something on every post—that’s not how you build trust. Notoàn thân will engage. Don’t get impatient. In the beginning, before you average 30-40 qualified likes on every post, just produce nội dung that is funny, entertaining, creates emotions, & brings real value to the community.

Value can come in many forms.

For us, the STEPPS Mã Sản Phẩm by Jonah Berger was a game-changer. In his book Contagious, he defines six buckets that sharable content falls into:

Social currency (nội dung that gives your audience status and leverage over others);Triggers (hooks that keep an idea top-of-mind và tip-of-tongue);Emotion (nội dung that creates any kind of emotional response in people);Public topics (content about topics that the world is already talking about);Practical value (knowledge that people are looking for & can apply immediately such as cooking tutorials);Stories (stories that people can relate to).

Anything else will barely trigger engagement from an audience.

As for what does not fall inkhổng lồ any of these buckets: asking for feedbaông chồng, asking people khổng lồ buy a hàng hóa that they have never heard about, & keeping people “up-to-date” on what you are up lớn as a brand, without them having a relationship with you first.

Only once you have sầu people’s trust và attention, can you right hook them and ask them lớn download your app. Don’t be romantic about whatever you think should be your message. You work for your audience. They dictate the type of nội dung you post.

Here’s an example of a post that did not do well for “NomadApp” for the above-mentioned reasons and one that performed better after some adjustments.

The post starts with an ask (“Join the travel tribe”) without explaining the benefit for the audience. It is also completely unrelated khổng lồ the picture. You should never mix up two different calls lớn action in one post. The second big mistake is the “IFTTT” short liên kết. IFTTT (If This Then That) is a great service lớn automate some of your business processes. However, the links on the timeline makes it easy for everybody toàn thân to lớn see that we published the post through an automation service which makes them thảm bại trust.

What is more, the second part of the post doesn’t match the beginning at all. We give a person a shout out but can’t tag them because it is their Instagram name. Big mistake. You should always share nội dung natively (so if you giới thiệu a picture on Facebook don’t tag them with their Instagram name; put in the extra work to lớn find out what they are called on Facebook and tag them properly).

This post was seen by only 10 people for a reason. It didn’t deserve sầu any more.

We learned from our mistakes. This is what one of our successful posts looks like.


This post about Cappadocia is similar lớn the previous one in its concept, with one difference: we actually put in the work khổng lồ bring value khổng lồ the audience. The copy has one sole purpose—khổng lồ inspire and entertain people. Why would people mô tả this? Maybe to lớn show their interest in travel? Maybe lớn show off on their timeline that they’ve been to lớn this place? Sharing this place makes people look good on their timelines. Also, the post is well researched và we put in the extra work to lớn find the Instagrammer’s Facebook page so we can tag them the right way.

The post got khổng lồ over 60 likes organically within three hours. After seeing that it did well, we boosted it for $4 to lớn fans of our page & their friends.

READ MORE: 30 Expert Tips on How khổng lồ Get 10k More Followers on Instagram

2. Don’t liên kết out too much, create native nội dung.

Yes, it’s tempting to just use Buffer or a comparable tool lớn cross-post all your blog content on your Facebook page or links lớn your YouTube videos. Unfortunately, Facebook’s algorithm does not lượt thích you linking out of the platsize. They are very greedy with their traffic & want to keep people on their trang web. Try providing most of your value directly in the post & upload videos natively.

You can really see the difference in this example below. The founder of Calroo Family Organizer, an tiện ích that helps you organize your busy family tasks, has been posting great content for over a year. However, the page wasn’t growing at all and had a low engagement. The reason? Most of the nội dung was blog posts that she was just linking out lớn or calls to lớn action without having built the necessary trust with the audience.

Whenever we started focusing on entertaining nội dung within Facebook that the audience could relate to, engagement skyrocketed.


As a heads up, creating native sầu nội dung doesn’t have to be time-intensive sầu. A great tool to lớn create quotes or original designs is Canva. The tool makes it easy and fast lớn create content in batches & rekích thước it so it is optimized for each social media platform (we don’t get paid to lớn promote them, we just love what they do!)

3. Original content is not always the best nội dung.

Always credit the original content creator or ask for permission in case you are not sure whether you are allowed to share their nội dung.

Curating popular nội dung is a great way to get a feeling of what your audience likes without spending hours và hours creating it yourself. It’s lượt thích being a DJ for music your audience always likes. Once you have sầu a better grasp of what performs well on your page, it makes sense to lớn sprinkle in your own nội dung, which will ultimately help you position yourself as a chất lượng content creator và grow as a br&.

Now that you’ve sầu got the basic principles on how lớn create relatable và shareable nội dung at scale, we’ll jump right inlớn the strategies on how to growth-haông chồng your Facebook page.

We are focusing here on early-stage (consumer-facing) startups or individuals who want to build a personal brvà & community. Once you know exactly who your target audience is, you can successfully exexinh tươi the next three steps:

Build a targeted, engaged community around your core topic & a shared interest by setting up a Facebook Likes ad campaign;Use boosted posts to feed into your community and to continue increasing Page Likes;Run successful ads that drive sầu traffic & business to lớn your website.

READ MORE: 10 Instagram Growth Hacks For More Engaged Followers (Without Running Ads)

Growth Hacking Facebook

1. Build a targeted community that likes your page và engages with your content.

Whenever you phối up your Facebook page, you first want to lớn build a community of people who will engage with your content.

Otherwise, it’s just not fun lớn produce high-unique nội dung và get zero engagement. Just putting up great content may have worked in the past, but today it’s almost impossible to grow your audience purely organically (on Instagram, Twitter, or Pinterest it’s still easier).

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So, as a first step, set up a hyper-targeted Facebook Page Likes campaign.

Our best-performing ad was the one called “Stolen from Competitors” (see screenshot below). If that worries you, we’re not really stealing from them, we just use their page fans in our target audience.


As you can see we got 3,225 page likes for only 7 cents each and a relevance score of 9 (out of 10). That is the best result of a campaign with targeted followers (not giả likes from cliông xã farms) I have sầu ever seen.

How do you create an ad lượt thích that?

You do this by selecting “Engagement” as your objective and then “Page Likes”:


Go ahead and give your chiến dịch a name, và you’ll see the campaign thiết đặt page where you pick your audience and design the ad.

The Key lớn a Successful Ad: The Right Target Audience

Facebook’s targeting tool is amazing. You can get as specific as “target moms that live sầu in 64064 Lee’s Summit, Kansas City that are interested in Bakery Shops & buy a lot of stuff online with a credit thẻ.”

Play around with the parameters and get lớn know the tool.

However, our best-performing ads target people who already lượt thích Facebook pages of other brands or influencers in our space. For NomadApp’s niđậy, it’s mostly other travel bloggers và influencers like Nomadic Matt, Traveldudes, World Nomads, etc. NOTE: not all pages will appear here; a page has lớn have a certain number of followers to lớn qualify as an interest in the targeting tool.


Here’s another example showing the targeting settings of an ad we ran for family organizer app Calroo, applying the same principles:


Again, we focused on targeting big Mommy Blogs, parenting pages on Facebook, and niche communities that have engaged audiences themselves.

READ MORE: 3 Ways khổng lồ Create a Facebook Sales Funnel That Will Convert Customers on Autopilot

Why target other pages?

You’ll want to target audiences of pages or communities that already did the work for you. Why? Those leads are more likely khổng lồ convert & are, thus, cheaper.

Don’t target people based on interests like “parenting” or similar categories. These are too broad. You don’t know whether these people are likely khổng lồ engage. Better yet, target a page in your field that gets a lot of engagement. As a rule of thumb, I would suggest only targeting pages that average at least 30 likes per post.

But don’t go for huge publications or pages. Imagine targeting followers of Airbnb when you’re targeting backpackers. Airbnb has millions of likes on Facebook, but they are not specific enough. Your mom might like Airbnb, but she will most likely not engage with your backpacker, low-cost, travel-hacking startup.

It’s much better khổng lồ target small blogs & influencer pages that have high engagement. Find the sweet spot with pages that are not so big that they have sầu a ton of irrelevant followers, và not so small that they don’t qualify as an interest category on Facebook. That sweet spot usually lies between 25,000 khổng lồ 200,000 followers.

We suggest the following process: Do a bit of research by just browsing through Facebook looking for big influencers in your niđậy. Cheông xã how good their engagement is on the page (you don’t want lớn target pages with thousands of followers but zero likes on their posts), add them to your danh sách of target accounts.

Then go bachồng lớn the Facebook Ads Audience Tool và look up the pages from your menu lớn kiểm tra whether they qualify as an interest. Once you’ve sầu done this, cliông xã on suggestions và see other pages that Facebook thinks are similar.


In the above sầu screenshot, you can see what these suggestions look like in Facebook’s audience tool. If you don’t know them, research & make sure they fit your audience & get proper engagement. If they bởi, add them to lớn the menu of target accounts and repeat this process until you have sầu a minimum of five sầu different pages on your các mục. Make sure khổng lồ cliông chồng “Save This Audience”.

Ad Creative

Facebook lets you upload up khổng lồ six different images khổng lồ thử nghiệm which one does best. Test different images and after a day put the whole budget towards the one that did best in terms of cost per lượt thích or cost per click and click-through rate.


Here’s another ad we created for Calroo: The cost per like right now is at $0.27 with a relevance score of seven.


As for the text, we usually use this formula:

Question or statement that sparks interestValue proposition and benefit to lớn the audiencehotline to action

For example, NomadApp’s ad text is, “Wanmãng cầu go really far for really cheap?” (Question that sparks interest và shows the benefit lớn the audience); “Get NomadApp! Catch wanderlust!” (điện thoại tư vấn lớn action).

This ad strategy got us up to more than 10,000 likes on our page NomadApp in fewer than six months for less than $1,000 total.

READ MORE: 7 Powerful Tactics khổng lồ Get More Followers on Snapchat

2. Use Boosted Posts khổng lồ Increase Engagement

After you get some likes to your page, it’s important lớn boost engagement on your posts to get more interaction so you can build your community and create more interest in your brand. You can also use this strategy khổng lồ invite more people to lớn like your page (more on that later).

Why boost posts khổng lồ your own audience & their friends? Because they already know you & are more likely to lớn engage with your nội dung than a cold audience would.

For a long time, we were reluctant to spend any money on Facebook’s boosted posts. However, it is a fact that Facebook limits organic reach for business pages và only shows posts to lớn a fraction of your audience. We have sầu learned that a very small budget in boosted ads can go a long way and helps us engage with a bigger percentage of our fans.

On posts that already do well, cliông xã “boost post” and create an ad lớn reach more people.


After you hit the Boost Post button, the audience settings will pop up.


We successfully use a three-step approach that we learned from Scott Oldford for boosting posts:

The first day: Boost the post lớn your own audience for as little as $1 or $2 = “warm audience.” They are the most likely khổng lồ engage with your nội dung and will add social proof khổng lồ your post by liking và commenting.The second day: Boost the post khổng lồ people who like your page & their friends $1 = “warm audience.” They will see their friends have already engaged with the nội dung & are very likely khổng lồ engage as well.The third day: Boost the post to people you choose through targeting $2 – $5 = “cold audience.” By now, your post has plenty of likes, comments, & shares. This audience will feel comfortable engaging with the post.

Once the ad is over, go to lớn the danh mục of people who liked the post và invite them to like the page if they don’t already.


In our experience, not everybody will follow your invitation but a percentage of them definitely will.

3. Run Successful Ads khổng lồ Drive Traffic and Business

Below is the Facebook ad we used khổng lồ help our client sell a $400,000 house. These ads (also called dark posts) are those that sover traffic directly khổng lồ your trang web.

We gọi them dark posts because they don’t show up on your page, but rather appear as an ad in the newsfeeds of people you target. You can create ads easily from the ads manager platform on Facebook. We lượt thích choosing “traffic” as our objective, in order lớn skết thúc as many people as possible to the content on our website.


It was through these ads that we sold a $400,000 house for Greenovate Construction.

With a total budget of $300 in ad spover, we got 600 website visitors, 40 leads (at $1.10 each) và one sale. We also sold a $300,000 house with $400 in Facebook ad spkết thúc. Totally worth it!

To get these kinds of results, we used the same strategy as we did with the page like chiến dịch for NomadApp previously. We targeted people who live in the area & follow construction topics, have an interest in green living, & work for companies that pay well enough to lớn make sure they are qualified leads.

Here is a sneak peek at the settings of the ad:


As for the actual ad creative sầu và text, we followed our proven framework of spark interest, explain benefit, Call to lớn action.


It worked lượt thích a charm!

As long as you underst& the main benefit you are providing for your target audience, you will be able lớn generate similar results with this ad strategy.

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Ready To Growth Haông xã Facebook?

Facebook ads are extremely powerful and cheap if managed right. The possibilities are endless, và hopefully, this case study will help you skyrocket your own results. If you have sầu specific questions feel không lấy phí khổng lồ reach out và we’ll try to lớn help you with a specific plan!