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When to Boost a Facebook Post and other Elements of Social Media Advertising

When it comes to social media advertising, it’s hard to know what’s best. With Facebook having 36.64% of social media market share and more than 2.2 billion monthly users (source: dreamgrow), it’s still one of the top places for advertisers to connect with their target audience. But even Facebook has several different ways you can advertise.

In this article, we will outline the differences between Boosting Facebook Posts vs. Facebook Ads, and how Boosting fits into your paid digital or social media advertising strategy.

Differences between Facebook Boosts and Facebook Ads

Boosting a Post vs running an Ad on Facebook are two very different things:

  • Boosted Posts are singular, one-off actions, while Facebook Ads are detailed, in-depth campaigns.
  • Ads can drive leads, while Boosted Posts drive brand awareness and engagement.
  • You have more control with Facebook Ads, where Boosted Posts allow Facebook to take control and deliver its best results.
  • Facebook ads drive a better return on investment.
  • Boosted Posts help to maximize your existing audience and Page engagement.

Review Facebook’s help article for more detail on the difference between Boosted Posts and Facebook Ads.

When to Boost a Facebook Post

You should Boost an organic Post that is already showing significant user engagement and is performing well. Page followers feel more inclined to click on a Post that is already popular, rather than a Post with low engagement. Posts that have already received comments, likes, and shares will gain more traction from potential followers.

If you are looking to engage your audience on your Page or to develop your brand awareness, Boosting a Post is a great way to maximize visibility and grow your audience. To create more advanced ad types and campaigns, we recommend using Ads Manager.

Is it Worth it to Boost a Facebook Post?

You need to consider whether “the juice is worth the squeeze.” Any business or brand needs to identify exactly what they hope to achieve with an ad.

Be sure to ask yourself:

  • What will be my return on investment/ad spend?
  • Does this effort engage my target audience?
  • Does this align with my goals or objectives?

What is nice about Facebook Boosted Posts is the convenience and ease of use.

For the best results, target the right audience, with the right message, using the right creative/images, at the right time. Each of these tactics could have their own blog, so review our other social media blogs or reach out if you need assistance creating and running and ad that delivers results.

How to Boost Facebook Posts

Boosting Facebook Posts is easy to do in a few simple steps:

  • Access your Meta Business Suite.
  • From the Recent Posts menu, select which organic Post (Facebook, or Instagram) you would like to Boost.
    • Earlier Posts are available by clicking See All Posts.
  • Select Boost Post.

Set up your Boost:

  • Select the Goal you would like this Boost to achieve:
    • Automatic
      • Allow Facebook to select the most relevant Goal based on your settings.
    • Conversations
      • Chat with people interested in your business.
    • Engagement
      • Show your ad to people who are likely to react, comment, and share.
    • Leads
      • Find potential customers by gathering information from a fillable form.
    • Website Visits
      • Get people to visit your website to learn more about your business.
    • Calls
      • Show your ad to people who are likely to call your business.
    • Choose an appropriate Button.
      • The Button label is the call-to-action in your ad and is crucial to your success.
      • Choose from:
        • Book Now
        • Learn More
        • Shop Now
        • Sign Up
        • Send Message
        • Send WhatsApp message
        • Call Now
      • This Button will also appear on the original Post on your Page. It cannot be removed or changed after your Post has been Boosted.
    • Consider Special Ad Categories
      • Ads about credit, employment, housing, social issues, elections, or politics have certain limitations. Special Ad Categories must:
        • Prevent discrimination
        • Offer equal opportunity
        • Disable demographic targeting
      • Select your Audience
        • Meta defaults to a Smart Audience, automatically determining who will react best to your Boost.
          • Smart Audience
            • This audience is based on your Page details and will automatically adjust over time
          • People you choose through targeting
          • People who like your Page
          • People who like your Page and people similar to them
          • Your Custom Audiences
        • Select the Schedule and Duration of your Boost
          • Clarify exactly when your Boost should begin and end.
          • Choose how long to run this ad.
          • Remember, you can pause it any time.
        • Total Budget
          • The maximum you will spend on your ad until you stop running it.
        • Select Boost Post Now or use the drop-down arrow to schedule it for a future date.

After publishing, you can view the Boost performance within the Meta Business Suite or the Ads Manager Page.

Facebook Boosting Pro Tips

Here are a few more Boosting tips to consider:

  • Be sure there is a clear call-to-action (CTA) listed in your post, either in the post text/copy or as a button within the Boost. Audiences need clear instruction on the action you would like them to take.
  • Take a look at the Ad Preview box to ensure your image, text, and CTA are displayed across all platforms.
    • Be sure to See All Previews and check how your ad will display throughout the Facebook network.
    • You can edit the placements of your ad to further reach your audience.
      • Removing placements may reduce the number of people who see your ad.
    • Forecast your results by viewing the Estimated Daily Results.
      • People Reached
        • This is the number of people we estimate you will reach in your audience each day. This has to do with factors such as your bid and budget. Your actual reach may be higher or lower than this estimate.
      • Post Engagement
        • This is the number of post engagements that we estimate you can get each day based on your campaign performance and estimated daily reach. The actual number of post engagements you get may be higher or lower than this estimate.
      • If applicable, enable the Meta Pixel function
        • The Meta Pixel is a snippet of JavaScript code that allows you to track visitor activity and measure the effectiveness of your Boosts.
        • This ensures your content is shown to the right people.
      • Double-check your Payment Method
        • Determine how you will pay for the exposure of your content to your target audience
        • Ensure your billing and payment information is up to date in the Billing section of the Meta Business Suite.

Facebook Boosted Post vs Paid Facebook Ad

Consider Boosted Posts if you want to:

–       Grow your audience or social following

–       Develop brand awareness with a new audience

–       Increase audience engagement on your Facebook Page

–       Improve visibility on your best, highest-performing posts

–       Host promotions or giveaways

–       Get more website traffic and clicks

Consider Facebook Ads if you want to:

–       Convert website visitors

–       Generate potential leads

–       Drive traffic to your storefront

–       Receive orders for your store

–      Increase viewership of your videos and content

It is important to identify exactly what you hope to achieve with an ad. For example, if you want higher audience engagement on your Page or to further brand awareness, Boosting a post is a great way to maximize visibility and grow your audience. To create more advanced ad types and campaigns (i.e., more control), use the Ads Manager (Paid Ads).

when to boost a facebook post - facebook advertising

Paid Social Efforts that Drive Results

Ultimately, the right type of post/content depends on your business goals or objectives.

Whichever path you decide to pursue, we hope the tips in this article help your advertising success! Element can help guide your way with paid digital and social media advertising strategies. Contact us today!