---
title: "The sponsored story filter"
description: "How to spend Facebook money only on content already proven to work."
canonical: https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-sponsored-story-filter/
updated: 2026-11-03
---

# The sponsored story filter

> How to spend Facebook money only on content already proven to work.

Gary Vaynerchuk's framework, from Jab, Jab, Jab, Right Hook, pp. 75 to 172.

Framework 5 of 9 from [Jab, Jab, Jab, Right Hook](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/index.md) by Gary Vaynerchuk. Category: Storytelling.

## The steps

1. **Post organically.** Publish the content for free to the 3 to 5 percent of fans who see it.
2. **Watch engagement.** Check likes, comments and shares in Page Insights.
3. **Sponsor the winner.** Pay to extend reach and sharpen targeting on the post that is engaging.
4. **Rework or drop the rest.** Treat low engagement as the cue to change the piece or bin it.

## Where it comes from

From chapter: Round 3: Storytell on Facebook, pp. 75–172

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-sponsored-story-filter.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-sponsored-story-filter-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-sponsored-story-filter.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-sponsored-story-filter-dark.png