Are you wanting to try your hand at Facebook advertising but don’t know how?
Have you ever heard that boosting Facebook posts is a bad approach?
Well, we’re here to show you why and how that isn’t always true! Thanks to our vast knowledge and experience in digital marketing, we’ve outlined some of the advantages and disadvantages of boosting posts on Facebook as opposed to running paid advertisements. We have also included some pro tips at the end of this blog for you to try!
What Are Boosted Posts?
A boosted Facebook post is just like any other normal post. Except, you spend a small amount to promote it to people who would not see your post organically, all with the convenience of just a few clicks.
What Are The Advantages Of Boosted Posts? Speed & Convenience - There is definitely a learning curve when it comes to running full-paid ad campaigns on Facebook, and this process can still be very time-consuming for the most experienced digital marketers. If you’re consistently posting to a page that doesn’t have a lot of traffic, it can be hard to grow that page and reach more people, but you generally don’t have the time to take every post and turn them into paid campaigns. Boosting Facebook posts allows you to get your posts in front of thousands of new people for a very small amount with just a few mouse clicks.
Cost - Boosting Facebook posts is very inexpensive, in fact, it is quite easy to spend as little as $10 to see if something you post takes off. In comparison, Facebook generally requires larger amounts of daily advertising spend for larger, paid campaigns. This means that boosting posts is definitely the best choice if you’re working with a small budget.
Exposure & Social Proof - Facebook is notorious for limiting your organic reach and the algorithm only allows for roughly 10% of your followers to see your posts organically. When you boost a post, you’re allowing Facebook to place it higher on your followers’ feeds, and increase the chance of your content being seen. This will increase your overall engagement and help your posts reach that next level. Boosting posts lets you target your current followers and friends, but you can also take it a step further thanks to the detailed targeting feature. This feature allows you to target the interests, behaviours, location, and demographics of your target audience, meaning your post will be shown to people who actually want to see them!
What Are The Disadvantages Of Boosted Posts?
Limited Targeting - Although boosting posts allows you to do some detailed targeting, you do not have the same in-depth options you get with paid ads. Facebook ads have much more detailed and sophisticated targeting capabilities compared to simply boosting posts. Digital marketers like ourselves love to use tools such as custom audiences, lookalike audiences, overlapping audiences, and so on. Facebook ads are much more versatile and allow you to specifically choose where you want your ads to be shown, such as Facebook newsfeed, messenger, side column, and more. Let's not forget that Facebook owns Instagram, therefore you have just as many options for Instagram ads as well!
Limited Goals & Objectives - When it comes to boosting posts on Facebook, you only have a limited number of options when it comes to goals and objectives which are more engagement, more messages, or automatically letting Facebook decide which one is best for you. In comparison, Facebook ads come with a much wider range of goals and objectives such as traffic, video views, leads, purchases, and more. It also allows you to measure and track the performance of your by providing key insights with data and analytics.
Creative Options - Facebook ads allow you to have more control over the creative and style of your ads. For example, carousel ads and call-to-action buttons. In comparison, boosted posts are shown as they appear on your page. Once you have boosted the post you can’t go and change the content or the copy, thus making these posts much more limited and static.
Pro Tips For Boosting Posts
One of the big ways we use boosted posts with our clients is by running them alongside paid ads. As we mentioned, we love to use tools such as custom and lookalike audiences. Facebook allows you to create and build custom audiences based on people who have engaged with your page and posts. The more people your boosted posts reach and the more successful they are, the more your custom audiences will grow in size, allowing you to use them in detailed, sophisticated, full-funnel campaigns.
We also like to include boosted posts in limited-time offer and exclusive sales campaigns for our clients as they have a much lower cost per conversion and can perform exceptionally well when executed correctly.
In conclusion, boosting posts on Facebook can help small businesses create ads with small budgets to help their posts reach a much larger audience. However, it does come with its disadvantages and learning curves as we've outlined. It would be very unfortunate to put so much money into a marketing platform that doesn't get you the results you truly deserve.
Luckily, at Touchdown Digital we have a team of experts who can help you develop and create winning Facebook ads, that get you the results you want.
Contact us today to learn more about our social media and digital marketing services!
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