So, as a marketer, if you’re struggling to generate results, but honestly, it probably might not be your fault. Unless you have thousands and thousands of followers, your post won’t reach as many people as you would like. As such, what can you do about it?
Well, first of all you could try paid advertising. This is one of the ways you can counter this trend of declining organic reach.
To generate more reach and make your content go the extra mile, you could use Facebook’s Boost Post feature. You can also make use of a Facebook ad tool for better management of your Facebook ads.
But what exactly are Boosted Posts, and how are they essential to the modern marketer? And most importantly, when to boost a Facebook post and is boosting Facebook posts even worth it?
What exactly is a Facebook Boost Post?
In a nutshell, boosting your Facebook post means spending your ad budget on increasing the reach of your post to reach a particular audience.
This is available to anyone with a business page. Boost posts offers a hassle-free way of advertising on Facebook as you don’t need knowledge of Ads Manager. You simply pick a post from your page’s timeline and click on the Boost Post button.
Boosting a Facebook post can make your content go the extra mile and be seen by more people, including those who don’t currently follow your page but may be interested in your business.
Audiences
Facebook boost post enables you to reach a broader audience that’s not limited to your followers only. It also allows you to set parameters for your audience to target specific people. With Facebook boost post, you can reach:
-People you choose through targeting;
-People who like your page;
-People who like your page and friends;
How is Facebook Boost Post different from Facebook Ad?
Deciding when to boost a Facebook post and to run a Facebook ad campaign can be confusing, especially if you don’t know the key differences.
As such, we’ve highlighted the main differences between the two in order to help you make a decision:
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Objective
When deciding whether to boost a post or use Facebook advertising, it’s important to think about your goals for advertising so that you can create a strategy around that objective.
Boosting post works on two objectives – engagement and website visits. The aim is to improve post visibility and engagement, such as post likes, comments, and shares. This method allows for a quick and inexpensive way to be on top of your customer’s mind.
On the contrary, Facebook ads work on several objectives, including awareness, traffic, lead generation, reach conversions, and more.
Additionally, Facebook Ads Manager allows you to customize ads further depending on your goal. For instance, you can add a call-to-action and use language and behavior targeting.
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Scenario
Since several targeting options are available with the Facebook Boost Post, then boosting can be a viable option for different instances. Here are some circumstances where boosting a Facebook post is a better route.
Feature Update: If you’ve added a new feature such as a Shop section on your Facebook page, boosting can be an excellent way to let your followers know about the new features.
New Content Posting: Facebook Boost Post is a great tool for promoting new content. Most marketers boost Facebook posts whenever they are sharing valuable information to reach more of their followers. And while it’s better to boost a post that has a good organic reach, there are posts that you know will get better engagement if boosted.
Build Brand Awareness: If you’re not necessarily looking for conversions but just want to create awareness, boosting is a better and cheaper option than Facebook ads. Since the opinions and actions of others influence people, increased engagement can provide valuable social proof. This way, you can raise brand awareness and build up a community.
One-off Events: One-off events often don’t require full-blown campaigns. With just a little boost, you can get the word out and get more people to attend the event. This also applies to special offers and promotions. Running a special promo on your website? Boost your Facebook post.
Aspects to keep in mind
You should never run the same boost post for too long. Keep in mind that even successful boosts posts often decline in performance when you run them for over a week. This will also help avoid instances where a person sees the same boosted ad over and over again in their feed. The audience may get tired of your content.
Posts that already have many comments, likes, and shares are the best posts to boost. A high engagement rate shows that the content was interesting to the audience. Followers are much more likely to engage with a post that already has 220 likes, 80 comments, and 31 shares, rather than a post with just 2 likes. Therefore, use the Facebook Insights platform to check which content is doing well.
Oh, and another important thing to keep in mind is that you have to monitor your boosted posts’ performance. Some people boost posts and relax, waiting to get results. Unfortunately, this is not how it works. After you boost a post, you need to monitor its performance to gauge if the ROI was worth it. Analytics help you see what is working and what is not, so that you can make adjustments to your social media strategy for better results.
To sum up
Is it actually worth to boost your posts? We would say yes, and no. But definitely yes. While that might sound a bit confusing, the truth is that if used correctly, Facebook’s Post Boost is an extremely powerful (and cheap) marketing tool that can provide some astonishing results.
By following our guidelines highlighted in this blog, we are sure that you will see some improvements in your Facebook marketing campaigns.