Small business owners and marketers often wear many hats, and ensuring your Facebook posts are seen by the right audience can feel like a never-ending challenge. That’s where boosting posts comes in. But how effective is it really?
If you’ve ever hit the “Boost Post” button on Facebook, you know how simple it seems. But beneath the surface lies a complex decision-making process. Should boosting a post be your go-to strategy for reaching more people? This guide unpacks everything you need to know about Facebook post boosts, helping you decide if it’s the right move for your business. By the end, you’ll understand when to boost, what the pros and cons are, and what alternatives exist for scaling your social media marketing.
What Does “Boosting” a Post Mean?
Boosting a Facebook post is the most straightforward way to transform your organic content into a paid advertisement. When you boost a post, Facebook allows you to set parameters like your target audience, budget, and how long the boosted post will run.
The goal? Expand your post’s reach beyond your existing followers and ensure it appears in more newsfeeds, whether that’s within your local community or a broader audience. Unlike Facebook Ads (which are created via the Ads Manager with more advanced targeting options), boosting a post focuses on increasing engagement like likes, comments, and shares for specific pieces of content you’ve already created.
While “boosting” might sound simple, its simplicity can be both a benefit and a limitation—as we’ll explore further.
Organic Reach vs. Paid Reach
What is Organic Reach?
Organic reach refers to the number of people who see your content without any paid promotion. For example:
- Your followers might see your post through their newsfeed.
- Their engagement (likes, shares, or comments) might naturally extend the post’s reach to their friends.
However, organic reach on Facebook has declined dramatically due to algorithm changes that prioritize content from friends, family, and groups. Only a small percentage (often around 5% or less) of your followers may see your posts organically.
What is Paid Reach?
Paid reach, on the other hand, is when you pay Facebook to show your content to a wider, specified audience. Boosting a post is a direct way to achieve this. You can select audience demographics such as age, location, and interests, giving you greater control and visibility compared to relying solely on Facebook’s organic algorithm.
Understanding this difference is key to making informed decisions about your social media marketing strategy.
The Pros of Boosting a Facebook Post
Boosting a post can be a useful way to enhance your social media marketing efforts. Here’s why:
1. Easy to Use
The boost feature is designed with simplicity in mind. With just a few clicks, you can set up your campaign without needing expert-level knowledge of digital advertising.
2. Increased Visibility
Want more eyes on your post? Boosting guarantees that your content reaches more people, including those outside your existing followers.
3. Targeted Audience Reach
Unlike purely organic reach, boosting allows you to choose specific audience demographics. For example, a local coffee shop can boost a post to target coffee lovers within a 5-mile radius.
4. Great for Events or Promotions
Running a time-sensitive event or sale? Boosting posts can quickly amplify important announcements, ensuring they reach as many people as possible.
5. Provides Engagement Metrics
Boosted posts come with engagement insights, offering data like reach, clicks, and reactions. This can serve as a valuable learning tool when refining your strategy.
The Cons of Boosting a Facebook Post
Despite its benefits, boosting isn’t without its flaws:
1. Limited Customization
Boosting a post offers fewer targeting and optimization options compared to using Facebook Ads Manager. If you’re seeking advanced targeting, you may find the boost feature limiting.
2. Focus on Engagement, Not Conversions
Boosts are designed to drive likes, comments, and shares—but not necessarily clicks to your website or sales. For businesses seeking direct results, this can be a disadvantage.
3. Budget Drain Without Strategy
Without a well-thought-out plan, it’s easy to spend your budget on boosts that don’t achieve meaningful results. Without proper audience or content alignment, you could leave money on the table.
4. Risk of Short-Term Gains
While boosting can spike engagement temporarily, it doesn’t build long-term customer relationships or keep leads warm if not paired with other marketing efforts.
When Should You Boost a Post?
Boosting isn’t always the right solution, but there are specific instances when it shines:
-
You Want to Promote High-Performing Content
If a post is already performing well organically, boosting it can amplify its reach to a larger audience. -
You’re Announcing Events or Timely Deals
Posts about local events, limited-time discounts, or new product launches are perfect candidates for boosting. -
You’re Building Brand Awareness
Businesses wanting to increase visibility within specific demographics can benefit from boosts. For example, a boutique might target nearby fashion enthusiasts. -
You’re Testing Content
Boosting posts can be a cost-effective way to test the appeal of certain types of content before committing to a larger ad campaign.
Alternatives to Boosting
Boosting isn’t your only option when it comes to reaching your social media goals. Consider these alternatives:
1. Facebook Ads Manager
For those seeking more advanced advertising capabilities, Facebook Ads Manager is a more comprehensive tool. It allows:
- Precise audience targeting through custom and lookalike audiences.
- Advanced metrics to track conversions, downloads, or website clicks.
- Ad variations like carousels, videos, and CTAs.
Using Ads Manager might be daunting at first, but it offers increased flexibility and control.
2. Organic Content Strategies
Boosting is no replacement for carefully planned organic strategies. Focus on creating share-worthy, engaging content tailored to your target audience, like:
- Educational posts.
- User-generated content.
- Behind-the-scenes videos.
3. Collaborations and Partnerships
Influencer collaborations or cross-promotions with similar brands can help expand organic reach without paid advertising.
4. Incorporate Retargeting Ads
Retargeting allows you to target people who’ve interacted with your website or social media posts. Rather than a broad audience boost, it focuses on those already familiar with your brand.
Find the Right Balance for Your Business
Boosting Facebook posts can be a quick and easy way to increase visibility—but it’s not a one-size-fits-all solution. For short-term outreach, live promotions, or increasing visibility of top-performing content, boosting offers undeniable advantages. However, for more tailored and results-driven campaigns, the advanced strategies offered by Facebook Ads Manager or organic growth strategies may serve you better.
Now, it’s your turn to put these insights into action! Start by evaluating the goals of your Facebook content. Need a helping hand to refine your strategy? Reach out to Winslow Ranch Marketing for expert guidance on scaling up your social media marketing efforts.
