If you’ve ever pressed that big blue button to “boost post”, chances are you’ve thrown your hard earned cash in the bin.
I’m not saying that to insult, rather to ensure that your budget is spent on marketing and advertising activities that provide great ROI.
Here are a few reasons why boosting Facebook posts is a bad idea, why you should stop doing it and what you should do instead.
What is boosting?
The best way I would describe Facebook boosting is an inexpensive way to get a larger audience reach on your Facebook post.
In other words, a quick, cheap way to get more people to see your post.
Now at this point, you may be thinking ‘cheap brand awareness, what’s wrong with that?’. Well, you’re right it can be looked at like that.
However, I feel there are better ways to spend your advertising budget and get better results on Facebook.
So here are a few reasons I’d try to avoid pressing that deceptively sexy looking ‘boost’ button.
No clear objective
It’s so easy to boost a Facebook post. It’s done in a matter of clicks. Therefore it can be easy to boost without considering why you’re boosting the post.
The immediate thought is to get more people to see your post. But why do you want that?
In my opinion, every part of your marketing should be done for a reason. Every minute of your work should have a purpose and be linked to an objective.
When boosting posts, due to its ease it can be easy to forget to link that action to your objectives.
Are you boosting for no clear reason?
Poor targeting options
When creating a sponsored post on social media, you have the option to target certain people, demographics, interests, locations and so much more.
This makes it excellent for narrowing down your exact target audience and ensuring your ads are only showed to the right people.
When promoting your posts there are a plethora of options available in the Facebook Ads Manager.
However, when boosting posts you’re met with a much more limited scope when it comes to targeting your audience.
This means you’re able to narrow down your boosted post’s audience a lot less than promoting a Facebook post (which I’ll come onto).
Less accurate targeting results in your boosted post being shown to irrelevant people, or in other words, people that aren’t your ideal customers.
Therefore you’re chucking money away, which no-one wants!
Little control over ad placements
Furthermore, you have little control over ad placements.
Ad placements are where your advert will be seen on Facebook and other platforms.
When boosting posts now, you have the option to show your ads on Facebook, Messenger, and Instagram.
Although that might seem pretty extensive, when creating ads in the Facebook Ads Manager you have options on where exactly you’d like to show your Ads on each of these options.
For example, you can choose Facebook Feeds/Instant Articles/In-stream Videos/Right Column (on desktop)/Stories. On Instagram, you can choose Instagram Feed/Stories. Finally, on Messenger, you can choose Messenger Inboxes/Sponsored Messages.
To put it simply, you have much more control over where your ads will be seen.
This gives you more chance to target your perfect customers in the places they’re most likely to see your advert.
You can only boost Published Posts on your Page Timeline
The ‘boost post’ button only appears on posts which you’ve already posted onto your Facebook page’s timeline.
What if you want to create an advert but don’t want it directly on your Facebook timeline? For example, an advert targeting new customers with a 20% discount.
You can’t do this via boosting. But it can be done in the Facebook Ads Manager, which swiftly brings me onto my next point.
What should you do instead?
First of all, avoid the boost button.
No matter who you want to target you’ll get better options to target them using the Facebook Ads Manager.
Get a Facebook Ads account set up and play around with the different targeting options, ad types and all of the toys within the manager.
Make sure before you create any live adverts you seriously consider why you’re creating Facebook adverts and how they feed into your overall objectives.
As I said, every part of your marketing should work towards your objectives, so if you’re unsure of those objectives when you start the ads, chances are you won’t see the returns you’re hoping for.
Experiment and learn.
Start off small. Put a few pounds here and there on different adverts and experiment with different settings to see what ads and settings yield the best results.
Alternatively, to save you the time-consuming learning curve and to get your ads set up by a team who do it successfully daily, get in touch.