Clients ask me often, “Is boosting posts on Facebook going to get me any followers?”
Why should I do it?
What I tell them is that first and foremost: having a valuable, engaged social media audience is a marathon and not a sprint. You can’t buy your dream social media audience just by boosting posts or by paying a service to have bots and people in far away countries follow you on Instagram or Facebook. If that’s the kind of thing you’re into, well, this is awkward. I’m probably not the gal for you!
Now, onto the nitty gritty.
Firstly, boosting posts is different from Facebook ads. This is kind of confusing because every boosted post is a Facebook ad, but not every Facebook ad is a boosted post. Wow. What a brain puzzle!
Let me bring out my jigsaw puzzle skills to clear this up for you. (Just kidding. I’ve never finished a jigsaw puzzle in my life. I have, however, spent LOTS of time marketing brands online so let’s proceed.)
Basically, Facebook ads (which most marketers and big companies do) are created independently from the content on your Facebook. These ads get VERY technical behind the scenes so they can be more effective. There's a reason there's entire companies solely focused on running Facebook ads for businesses. It's complex, it works, and it costs a LOT of money. A previous client of mine spent about $30,000/year on Facebook ads (and that's on the lower end of the scale!)
That seems like a lot...
However, if you don’t have the bucks for a complex ads strategy, boosting posts are the simplest way to advertise on Facebook.
Boosting posts is a way of getting your content seen by more people because Facebook is a PAY TO PLAY system. The way this works is, when you post something on Facebook, they only show it to a small sample of your audience. If it gets engagement (likes, comments, shares), Facebook will then show that post to more of your audience. SO. If you boost a post, you are paying for more reach than your free, organic reach. You can also choose a target audience through boosted posts so that the exact group of people you want to see it, do! That's pretty cool.
Now. Is it worth it?
Maybe. Here’s my simple test to figure out if it’s worth it for you.:
- Do you have a huge paid ads budget? If yes, then boosted posts are a waste of your time. Go big or go home, baby!
- Do you know (Truly know. The way I know there absolutely was room on that board for Jack) that having a valuable online audience is a marathon and not a sprint? If yes, then it’s time to throw a boosting posts party.
- Is it important for you to reach the people who already said they are interested in your socials? If yes, then definitely take those few extra bucks every week to reach a greater percentage of people who already like your page. Boosted posts are a simple and cost-effective way to reach a greater percentage of your audience.
Congrats! You finished the shortest quiz ever! I promise I’m almost done talking about this so you can get back to building your business.
A couple rules to follow for boosting posts:
- Do not boost multiple posts at the same time. This is because, unless your audiences are completely separate, you are going to be bidding against your own ads and driving the prices up. This article suggests boosting no more than one time per week.
- Don't boost an image with a lot of text. Facebook gets cranky about it. And, honestly, I don’t like seeing content in my feed that has lots of text either.
- Boost a post that has already received good interaction from our organic reach. This is a foolproof way to give the people what they want.
That’s it, folks! Happy boosting!