What is a boosted post? Why should we pay for our fans to see our posts?
There seems to be a wishy-washy view from the experts as to whether boosted posts work or if you should stay away from them.
In my own experience, boosted posts are a quick and easy way to get the audience to take an action. The key is having a call to action to make the boosted post effective. Some of my clients absolutely dislike boosted posts. Because as the post gains momentum the comments can be negative or attract trolls. Let’s look at boosted posts and why we need to pay so our fans can see the boosted posts. From this article, you should be able to make an informed decision for your business.
Let’s start with what is a boosted post
A boosted post is a post you’ve uploaded to your Facebook fan page. At the bottom right-hand corner of the post, there’s an option to boost post. This option allows you to select your audience and budget. Bosting posts is a simple technique to advertise on Facebook without going through to the ads manager option.
Why do you need to boost posts?
Well, the unfortunate truth is a few years ago the algorithm in Facebook changed. Statistics now indicate that only 1-2% of your total fan page likes, see your posts. This is extremely bad news for business owners. With over 3500 likes only 70 fans at any one time will see your post.
Why you should boost a post
The boosted post option is extremely easy to access. You can boost to your target audience, select your budget and campaign duration and that’s it. You’re done.
When boosting a post you have 3 targeting options:
- People who like your page (advertise to all your fans)
- People who like your page and their friends
- People you choose through targeting options
Automatically boosted for engagement
Facebook will optimise your boosted post for engagement. Which means your boosted post will attract likes, comments and hopefully a few shares. However, you will not be able to drive traffic. Even if you place a link in the post, Facebook will still optimise the post for engagement.
It’s great for increasing visibility, gives you a larger reach and it’s easy to use.
Always make sure you’re boosting a post that’s educational or giving masses amounts of value to your audience. Otherwise, it would be more beneficial if you took a $50 bill out of your pocket and wrote your business name and number on it, stating if you find this $50 call me… Honestly, you’ll get better brand awareness.
You should consider boosting your posts if they have high conversions, organically.
PS. Facebook will tell you!
Facebook Boosting takes the confusion out of the Facebook Ads manager. It creates brand awareness and engagement. However, is it the right action for your business?
Why you shouldn’t boost a post
Using Facebook ads manager or power editor will take longer to create an ad, around 10 minutes. However, the benefit outweighs the time it takes.
When using your Facebook ads manager or power editor you have more control over the ads, where they show up, the audience you can target and the newsfeed.
When delving into the Facebook Ads Options, you have a number of choices.
First, choose the objective. There are many to choose from and you may feel a little overwhelmed. I’ll take the mystery out of the ads for you now.
You have 3 categories to choose from:
Brand Awareness – Use this objective to expose your business to as many people as possible. The content should encourage the Facebook user, scrolling through the newsfeed, to stop and take notice.
Reach – Show your ad to the maximum number of people (this is not my favourite). I don’t think reach is a true indication of a positive return on your investment. You should get action not views.
App Installs – Get more people to install your app onto their device.
Website Traffic Conversions – The objective here is to get people to take a specific action to drive traffic. These boosts will encourage the user to click and land on your website or landing page. You should consider a call to action, a coupon or something that encourages the user to take an action.
Engagement – These are similar to boosted posts, however, you get more engagement and more likes. I would use this option before I use a boosted post.
Video Views – Get more people to watch your video – my favourite. You should have a video strategy for your Facebook marketing. Spend a few dollars to drive traffic to your video.
Lead Generation – Collect details from people on Facebook and Instagram who engage with your brand.
Drive traffic to your site and optimise to get people to buy a product using links inside and outside of Facebook.
Store Visits – Encourages the audience to visit a specific location or your shop at your store. The target here is normally a local or specific demographic/area. Facebook will require you to set up a location on your Facebook Page.
Product Catalogue Sales – Use targeted audiences to show what products you have in your catalogue.
Use Ads Manager or Power Editor to have more options with your audience, placements, and budget.
Why you need to pay for your fans to see your posts
One-word Algorithm. Facebook has its own algorithm, called edge rank. It’s a very complex system of how your posts show up in the news feed.
With the current Facebook algorithm, only 1% of your fans see any of your posts… SAD!!!!! I know.
Facebook states “Every day people see content from millions of Pages on Facebook in their News Feeds. Our goal is to show the right content to the right people at the right time so they don’t miss the stories that are important to them. As part of that, we want to make sure that the best quality content is being produced, surfaced and shared. Our latest update to the News Feed ranking algorithm helps ensure that the organic content people see from Pages they are connected to is the most interesting to them.” Read full article here
Sound easy right? However, as a business with a Facebook Page, how do we do this? Facebook has certain criteria that need to be addressed to get our posts organically found. I will do my best to try and explain this to you!
Your best content gets the most engagement
Our content needs to be timely and relevant ( I so wish I had a magic wand). Working with social media for over 12 years, it’s challenging to find what is timely and relevant to my audience, as it changes daily.
The content needs to from a trusted source. The motivation for this criteria is all of the fake news that’s floating around.
Is the content genuinely interesting? Well, if you ask me all my content is interesting because I created it. LOL
Is this a low-quality post or meme? Well, I think all my posts are high quality.
Would I complain about my posts? No way!!!
I honestly love what Facebook is doing with the algorithm. However, as a business who wants to get their product or service out to the masses, these requirements make our life very difficult.
Why? We struggle to get Ma and Pa Kettle (that’s Australian for everyone) to engage with us at the best of times. That’s the biggest problem we have. Now we need our fans to engage with our page so Facebook will know this is relevant, timely content.
Every business must have a marketing budget
I hear you screaming. I really do. Now, Facebook is pushing businesses to have a marketing budget for Facebook. Your budget doesn’t need to be huge, just have one.
Start with a small budget e.g. $50 a month, and check your ad insights daily. This will ensure you’re reaching your marketing goals. Then start to increase your budget spend.
My overall thoughts on boosted posts were initially that they were easy to use and got my brand out to the audience. However, the real key to using my marketing budget effective was not boosted posts. I quickly learned that using the Facebook Ads Manager and/or power editor gave me more options, more control and a greater return on my investment.
Whatever you decided to do with ads on Facebook, be sure that you set an effective goal, with a call to action. You want people to visit your website, download your gift, read your blog, make a comment, or subscribe to your YouTube channel. Whatever you do, make sure the audience needs to take some form of action to guarantee you get the return on your investment by gathering a contact name and email or Facebook messenger contact now. Read more about Facebook and messenger bots here!
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