Are you boosting your Facebook posts?
Read time: 4mins
Facebook has revolutionised digital marketing, with its capability to advertise to your local market as well as further afield. If you use Facebook for your business then in all likelihood you will have boosted a Facebook Post. You’ve taken the leap and hit the Facebook Boost button with the ultimate aim of getting an increase in traction to your business, whatever size and however far along the chain; from startup to fully fledged enterprise.
However, when it comes to boosting posts doing so from the front end is a no go – and using it too freely could be costing you money, and a lot of it at that. Hundreds, maybe even thousands of pounds unnecessarily draining out of your business.
When Facebook advertising was in its infancy it proved a challenge to business owners who wanted to drive interest through social media. But in 2012 the “Boost Post” button was introduced.
The biggest change was that you could create an advertising campaign finally without going off your Facebook profile page.
“Promote Post” developed into “Boost Post” within a matter of years, as a result of tests and upgrades that asked for an enhanced model – even though it basically did the same job in terms of marketing reach. Your marketing budget was stripped as you tried to reach more people with Facebook posts.
Boost Post has become popular because its swift and uncomplicated, however it may not be the smartest move from a business viewpoint.
How does boosting posts work?
What has happened is that:
Why you should’nt boost your posts
By boosting a post, Facebook by default will optimise for more post engagement (namely likes, shares and comments). The problem is that you have little to no control over ad placement. Boosting a link post will still just be optimised for engagement opposed to link clicks.
Ads that get a large engagement in the sense of shares, likes etc. could have benefitted from a business owner or marketer targeting a broad group. Engagement doesn’t automatically signal that these people will click through to the website itself – it can be an indicator that your content is compelling but not enough to be more than a passing scroll on the newsfeed.
Likes have to be converted into sales – they are the lowest common denominator of social media and have to lead to results.
Limiting targeting options
You can choose interests and recently determine behaviours through boosting posts. However you can’t include Custom audiences which allows you to target ads to the audience you’ve created on Facebook through engagement, website visits, profile visits, existing customers lists and more. Not to mention being without Lookalike Audiences which is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers. When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with a data partner, your pixel data, your mobile app data or fans of your Page) and identify the common qualities of the people in it (e.g. demographic information or interests). Then find people who are similar to (or “look like”) them.
Ultimately whichever targeting option is the one you go for, you cannot help but lose out on some of your budget fairly cheaply. It could be 10%, it might be up to 30%, but significant amounts of advertising money will be used to try and give your business a social media boost.
No control on ad placements
When boosting your posts, your ads have a mind of their own and cannot be tied down. They will, by default, appear on your news feed on desktop and mobile in a position they see fit.
Facebook is smart and does a lot of optimisation under the hood – often their algorithms will look for the cheapest option automatically to achieve an objective. This does not take into account if it is the most effective solution for your post.
Conversion for both placements through the “Boost Post” option can be unreliable through Banner ads that may read high but achieve low results. Those conversions are key to driving traffic off social media like Facebook and onto your personal or brand website – likes don’t reign supreme here.
What can you do about it?
We would recommend halting your use of “Boost Post” on the front end of Facebook if you don’t have unlimited funds to throw away at will. Your audience can be reached more effectively through a combination of Ads Manager and/or Power Editor.
It may not be as instantaneous but what you can do better is choose the campaign objective that speaks to your business, target your audience more effectively and take over complete control of your ad placement.
Money will be saved and your campaigns will generate more in the opposite direction.
Overall your goal should not rest with simply getting more engagement and drawing a line under that objective. You want customers, and potential future customers, to take further action. That could be in visiting your website, signing up for an event, opting in with their email for a contest or giving your business some attention
You should do everything you can to achieve results for your business in the most effective way. Get in touch today and book your FREE social media marketing consultation Click HERE