Why You Shouldn’t Boost Facebook Posts (And What You Should Do Instead)

The question Facebook marketers like myself hear all the time: “Should I Boost my Facebook Posts?”  

Est Reading Time – 6 mins

By JOSEPH SHIELDS - OWNER

The question Facebook marketers like myself hear all the time: “Should I Boost my Facebook Posts?”

Oh, it’s so tempting isn’t it?!  The “Boost Post” button Facebook is always enticing you to use on your page?  You’ll get more likes, more followers, more traffic and it will only cost a few dollars.  How could you not be tempted by that.  But WAIT!  Before you click that button, let’s go over so reasons why “Boost Post” is probably not the best option for you and how you can do way better.

“You can take the same money you were going to use to boost your post and instead funnel it into a paid Facebook ad that is better targeted and more likely to generate the results you’re looking for.”

Boosting your post is a very temporary way to get traffic and attention.  After those couple days the boost is running pass, the increased activity that got you so excited will disappear and you’ll probably be back where you started.  Unless you’re boosting a post that drives people directly to a blog or other page that regularly converts visitors is paying customers, it is very unlikely that you’ll see any ROI from this process.  Also, some Facebook Marketers have said that a Boosted Post is still viewed as a post by Facebook, instead of an ad.  So, if your boosted post gets a lot of engagement, then your regular posts don’t have as much, the Facebook algorithm may take that to mean your page is becoming less relevant to viewers and then they’ll show it less often in the feeds.

Also, BOOSTING COSTS YOU MONEY.  If you’re going to spend money boosting a post, spend it to send someone directly to your paid service or product.  They may not become a lifelong follower of your page but, at least if you have a compelling landing page or online store, you may be able to drive some people to make a purchase.  And isn’t generating revenue the main goal of all your digital and social media marketing efforts anyway?

HERE’S A BETTER OPTION if you’re using paid advertising.  Learn and use your Facebook Ads Manager platform.  I know that it’s very tempting to just click a couple buttons on Facebook for a Boost because the Ads Manager platform can be so daunting BUT the truth is: “You can take the same money you were going to use to boost your post and instead funnel it into a paid Facebook ad that is better targeted and more likely to generate the results you’re looking for.”

Promote your posts in Facebook Ads Manager:

We’re not going to go into the whole process of promoting a post in Facebook Ads here (check for that in future blogs) but I will let you know why this is a better option.  For one, you can better optimize your ad for your desired result (increased engagement, driving traffic, video views, etc.).  When you Boost there are a few options for you but a promoted post has 11 unique optimization options AND the option to run split tests so you can see which of your ads get the best audience reactions.

Also, you have more options for building a custom audience of hyper-targeted consumers that are likely to buy from you.  Boosting Posts also provides some targeting options (and it’s getting better) but not as much as a Promoted Post through Facebook Ad Manager. 

Facebook lets you use an existing post as your ad so there’s nothing new you need to create.  You’re still promoting your post but now you can do it in a much more targeted and effective way.

TIPS:

Not all content is worth paying to boost.  Look at your posts that are getting the most attention and either boost those or base your new posts off of the same formula. 

Pick your images wisely.  Images are extremely important in drawing your audience’s attention so make them count. 

Make sure your image isn’t more than 20% text.  Otherwise, Facebook may block it.

Always have a clear goal in mind for your posts and base your advertising efforts on that goal.  You are way too busy to waste your time on posting random stuff that doesn’t help grow your business or win over new followers.

As always, reach out to us anytime if you need help building, maintaining or growing your digital marketing presence.  And be sure to LIKE us on Facebook and Twitter so you’ll never miss valuable marketing content!

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