Should I Boost My Posts?
Have you noticed your post are getting less visible to your customers? In 2014 Facebook began limiting page posts into people’s news feed. While decreasing businesses posts, they placed posts at the top of the feed from people you interact with the most on Facebook. Facebook said they did this to keep Facebook authentic. Since then the organic reach is about 1-2% of your audience.
Since then, Facebook has become a “pay to play” platform for businesses. Although Facebook pages with highly engaging content have gotten a break and get more visibility, it’s hard to get their proverbial foot in the door.
Years later, most everyone that uses Facebook Pages have seen Facebook’s aggressive campaign to get you to promote your posts. It seems like it’s at least a few times a day:
“Your post ______ is performing better than 85% of the posts on your page. Click here to promote it.”
Sounds like a great idea, right? It might be. It’s definitely a good idea to see how a post performs organically (not promoted) before you boost it. It’s a good indicator how it will do once promoted.
Before you hit the boost button Here are a few things to think about:
Think of the 5 W’s: Who What When Why? (Minus the where, that’s a promote/Advertisement.)
WHY: Have Strategic Goals in Mind:
What are your goals? What are you hoping to get from promoting this post? And does it support your ultimate business goals? Think of the bigger picture.
Promoting products, content, blog / website
Boost web traffic
Increase brand awareness
Increase engagement (likes, shares, comments)
Have a goal in mind before you boost a post. You want to use your money effectively.
WHO: Have a target audience in mind:
Who do you want to see your post? When you Boost a post, you get bare bones on targeting options:
Your Audience – people who like your page
Boosting a post is not the same as an ad, so Facebook doesn’t give you full access to their targeting.
WHEN: When is that target audience online?
For example, if your targeting to working class people, you’ll want to post in the evening. Let’s face it, lots of people in that audience check their Facebook though out the day. They say a person checks their Facebook 10 times a day. But you’ll have the highest amount of people and most attention of those people during their off hours.
Not sure when your audience is on line? In your Facebook Page insights you can see a breakdown of when they are.
How Long & How Much Cash Do you Want to Shell out?
If you already have a post that is performing well, you don’t have to use a lot of money to give it a little more traction. The Facebook algorithm will see it has a lot of engagement, and it won’t take much to get
WHAT: What post do you want to promote?
It’s always a good idea to post and see how that post does with the organic audience.
Where: Where isn’t an option with a boosted post. There’s a difference between a boosted post and an Ad. You can make that post an Ad, but you have to go to a difference place to promote the post.