Boosted Posts

What is a Facebook Boost Post?

Boosting your Facebook post means spending your ad budget on increasing the reach of your post to reach a particular audience.

Available to anyone with a business page, Boost posts offers a hassle-free way of advertising on Facebook as you don’t need knowledge of Ads Manager. You simply pick a post from your page’s timeline and click on the Boost Post button.

Boosting a Facebook post can make your content go the extra mile and be seen by more people, including those who don’t currently follow your page but may be interested in your business.

Why did Facebook introduce Boost Posts?

In 2012, Facebook’s Ad Manager was still in its early stages, and most business owners found it complicated to use. Therefore, Facebook introduced an easier way to sponsor your content and reach more people – “Promoted Post.”

This feature helped you create an ad campaign directly from your page without going to Facebook’s ads platform. “Promote Post” was later changed to “Boost Post.”

With the reduction in organic reach of brand content and engagement rates and the change in algorithms, boosted posts were introduced to help brands get more people to see their content.

Pre-requisites

Boosting a Facebook post is quite easy – you only need to have a business page on Facebook, business manager access, and a native post on the Page. You’ll also need an ad account since boosted posts require a budget.

Audience options

Facebook boost post enables you to reach a broader audience that’s not limited to your followers only. It also allows you to set parameters for your audience to target specific people. With Facebook boost post, you can reach:

People you choose through targeting

People who like your page

People who like your page and friends

Facebook boost post features

A Facebook boosted post has the same features as a regular Facebook post, with a few extras.

Just like any Facebook post, your boosted content can include text, an image or video, and a link.

Additional features of Facebook boosted posts include a call-to-action button and the ability to track ad metrics for the post.

Choosing Ads vs. Posts

Choosing between Facebook ads and boosted posts largely depends on your social media marketing goals.

Each format tends to encourage different outcomes. Facebook ads tend to have a bigger immediate impact and translate directly to campaign goals, like lead captures, app installations, and sales. On certain campaigns, the added functionality of Facebook ads might make them a better fit for your campaign. Meanwhile, boosted posts tend to improve your brand’s social media engagement metrics and overall social presence.
For specific campaigns, the decision between an ad and a boosted post will come down to long-term vs. short term outcomes. On a wider level, a mix of Facebook ads and boosted posts are usually the best way to break up your Facebook social media marketing budget. Boosted posts will allow you to build your brand’s reach and fan base, while ads can help you translate your brand’s presence into tangible outcomes. This one-two punch will allow you to build likes and fans, then turn your new followers into actual customers.

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