Wise Metrics, the Facebook analytics provider has revealed that promoted posts by Facebook pages doesn't have any effect on the organic results in regard to their posts appearing in the user's News Feeds. The conclusion was made after doing a random study of 5000 promoted posts by 1,500 pages.
The organic reach of promoted posts was compared with the past 10 non-promoted posts of those pages and there was hardly any difference.
Wise Metrics also compared the results of promoted and non-promoted posts and arrived at similar results.
Talking about the negative feedback on promoted posts, Wise Metrics' findings also reveal that it had no effect on the future of non-promoted posts, which means that pages were not penalized.
Wise Metrics also wrote a blog discussing the study:
“Indeed, the median relationship between promoted and non-promoted is really close to the y=x line, meaning that for 1,000 organic impressions when not paying, we get 1,000 organic impressions when paying. If anything, small promoted posts (a few hundred impressions) are getting a better share of organic impressions than they would, would they not have been promoted.
EdgeRank is dead, long live EdgeRank! Even if it’s not named EdgeRank anymore, the 100K knobs model has still been built by Facebook engineers, and at some point, they did decide to filter out effects from promoted posts … or not.
This time, for each promoted post, we compared impressions from posts immediately before to those immediately after, and here again, impressions before and after promoted posts are at the same level. All of the extra buzz one gets from a promoted post doesn’t translate into improved visibility for future posts.
Brands shouldn’t be afraid of promoting posts, and apparently, there’s no need to wait for a post to wear down. Promoting it early won’t cannibalize organic results. If promoting a post won’t help you increase your future audience, at least it doesn’t hurt”.Study Reveals that Promoted Posts by Facebook Pages Don't Effect Organic Results!,