Promoting your business and services online seems like it is an ever-evolving, moving target. Algorithms change frequently and therefore, strategies must be flexible to allow for modifications. 

Unfortunately, you may find yourself a little confused as to what you should be doing to get your products or services into the eyes of potential customers. Facebook has amazing tools for getting this done, but it can easily be misused. 

Once you’ve got your social media strategy nailed down, you’re posting consistently and with each post, you go ahead and boost the post because, why not?! 

Boosting Facebook posts is simple, easy and the social media platform prompts you to do so!

What is a Facebook Boosted Post?

A Facebook Boosted Post is a type of paid advertisement that Facebook allows which consists of promoting an existing post on your Facebook business page. 

Boosting posts can help get your content in front of more of your target audience who is already following your page as well as those users in your target audience who are not following your page. 

Understanding Boosted Posts

Boosting Facebook posts gives you the option to set a budget and promote to a select group of people as your audience. 

Boosted Posts were introduced as a way to reach more customers after a Facebook algorithm change, which made it more difficult for your posts to reach large audiences organically. 

Even if you have an extensive following on Facebook, with the way that the algorithm is set up and constantly evolving, it is nearly impossible to reach your audience with organic posts alone. 

Learn More: 4 Easy Steps To Setting Business Based Marketing Goals

When should you boost Facebook posts?

1. When you want to ensure that a blog or announcement is shown to a wider audience. 
2. When you want to project a potential number of people your post will reach. Facebook can estimate the number of people your post will reach depending on your targeting options, budget, duration, etc. 
3. When testing content types for future ad campaigns. 
4. To make up for declining organic reach. 
5. When you want to test organic and paid insights. 
6. When trying to build Facebook page engagements and video views for retargeting. 

Facebook Boosted Posts VS Promoting Ad Campaigns in Ads Manager

So what’s the difference between Boosting a post and Promoting a post? 

While boosting a post has many options when selecting your target audience demographic, budget, conversion tracking and more, it is missing some key features included in Facebook’s Ad Manager for running advertising campaigns. 

With Facebook promotions, you’ll have access to all of the options included within the boosting capabilities with added features and more in-depth targeting options.

Through Facebook’s Promotions in Ads Manager, you’ll have the ability to create multiple ads from one original post. 

You may run one ad for a target demographic, perhaps a specific age or gender group. 

At the same time, you may run an ad with the same post that, instead, targets customers of your competitors. These are individuals that already have an interest in your products or services, they just may be giving their business to someone else! 

Promotions allow you to play around with the placement of your ads as well. Do you want to promote on desktop or mobile? Maybe you want to focus your ad to promote to individuals with specific interests and hobbies! 

Generally, Facebook’s Ads manager will give you a lot more control over your advertising campaigns and more options to play around with. 

So, really.. Should You Boost Facebook Posts?

When it comes down to it, there are many benefits for boosting Facebook posts. 

Our main piece of advice when it comes to boosting Facebook posts is that you do it the right way. Determine your objective, narrow your audience and try to boost posts that are already performing well organically. 

Otherwise, in most cases, we would recommend taking advantage of the amazing tools that Facebook Ads Manager has to offer! 

You’ll have more control over your efforts as well as a more comprehensive idea of what works well and what could use improvement. 

If you have specific questions regarding advertising on Facebook, feel free to reach out! 

We’d love to help in any way that we can!