If you have never run Facebook ads. Posting organic content to your business's Facebook page can help you test you're messaging before spending on Facebook ads.
However, setting up the Facebook ads manager and business manager can require some time and knowledge.
To test if you have discovered the messaging that works for your audience you can boost your post to have it reach a larger audience.
If the boosting of your Facebook post is successful you can use this messaging in your Facebook ads manager.
In this post, when we discuss Facebook posts this also applies to Instagram posts as well.
What Is A Boosted Post On Instagram Or Facebook?
A boosted post is a social media post that has been promoted by an advertiser through Facebook advertising.
Existing Post Vs Creating A New Facebook Post
Boosted posts can be created from an organic existing post or created from non-organic content.
The key difference between the two is that non-organic content will generally have less engagement than organic content.
In addition, if you used non-organic content in your boosted post and it fails! You won't know if the boosted post failed to convert because of your targeting or because of the messaging in the boosted post.
Achieve All Your Marketing Objectives With Boosted Posts
Instagram and Facebook-boosted posts can be used to promote almost any kind of marketing objective: blog posts, product pages, images, videos, and more.
The KPIs used to measure the success of your boosted posts may vary depending on your business goals but can include increasing brand awareness, generating leads, or driving sales.
Facebook Boosted Post Rules
Boosted posts are a form of paid advertising and as such, they are subject to the same rules and regulations as other forms of paid advertising on social media platforms.
For example, all Facebook, boosted posts must comply with the platform's advertising policies. You can find Facebook's advertising policies here.
What Is The Difference Between A Facebook Boosted Post Vs Ad?
The main difference between a Facebook boosted post and a Facebook ad is that a boosted post is simply a regular post that has been given paid promotion, while a Facebook ad is a more complex marketing campaign that can include various campaign objectives, such as sales, lead generation, traffic, app installs, and more.
In addition to the new campaign objectives Facebook Ads can:
Group your marketing objectives for your Facebook ads into a similar ad campaign to view combined performance.
Run on additional platforms including Facebook, Instagram, Audience Network, and Facebook Messenger.
Use advanced ad targeting with custom audiences, lookalike audiences, and more.
Create additional ad formats: carousel ads, collections ads, video ads, instant articles, slideshow ads, to name a few.
To create your Facebook ads you will need access to the Facebook ads manager. The Facebook ads manager is a free tool provided by Meta to create, manage, and track your Facebook ads.
Ultimately, running Facebook ads in the Facebook ads manager gives you more control over who sees your ad, as you can target specific demographics, interests, and even behaviors.
The ad manager also provides more control over the scaling of your Facebook ads. The ads manager does this through budget optimization: CBO at the campaign level or the setting of a daily budget or lifetime budget at the ad set level.
If you would like to learn more about the ads manager and how you can create your first Facebook ad campaign in the Facebook ads manager you can read our blog post on this.
How Do You Boost A Post On Instagram Or Facebook?
You can boost your Facebook post from your mobile app or your computer.
Facebook Boosted Post From Mobile App
To boost your Facebook post on the Facebook mobile app go to your business's Facebook page and select the boost button.
Find the post you would like to boost.
Then follow the prompts to set up your targeting and objective.
Facebook Boosted Posts From Computer
If on your computer go to your Facebook page, find the Facebook post you wish to boost
Set up the targeting, advertising budget, and more.
Instagram Boosted Posts
To boost your Instagram post, go to your Instagram page as your business, not your personal profile. Find the post you want to boost and select the blue boost post button.
Then follow the four steps to set up your goal, audience, and budget.
Don't Forget To Set Up Your Credit Card To Pay Facebook For Your Ad Spend
Before you can boost any of your posts you will need to add payment details.
... Don't worry Facebook will let you know if you haven't set this up before you launch your Facebook-boosted posts.
What Are The Benefits Of Boosting A Post?
Several benefits come with boosting a post, including:
1. Reach a larger audience: By boosting your post, you can reach a larger audience than you would if you simply relied on organic reach.
2. Target your audience: When you boost a post, you can target your audience by location, age, gender, interests, and more. This ensures that your content is being seen by people who are most likely to be interested in it.
3. Increase engagement: Boosted posts tend to have higher engagement rates than organic posts. This means that more people are likely to see and interact with your content.
4. Drive sales: If you are using boosted posts to promote a product or service, you can see a direct increase in sales.
5. Build brand awareness: Boosted posts can help to build brand awareness by getting your content in front of more people.
6. Generate leads: Boosted posts can also be used to generate leads for your business. For example, you could promote a contest or giveaway that requires people to enter their contact information.
7. Get instant results: Unlike some other marketing campaigns that can take weeks or even months to see results, boosted posts provide instant gratification. As soon as your campaign goes live, your content will start being seen by more people.
8. They’re affordable: Boosted posts can be an affordable way to promote your content. I bold that because if you don't know your messaging you can end up spinning your wheels and wasting your advertising budget.
What Are The Costs Of Boosting A Post?
Speaking of the cost of boosting a post. This cost will vary depending on several factors, including your target audience, average order value, and conversion rate.
The formula you can use for your business is:
Visitors X AOV X CR = Revenue
To learn more about this formula, you can read our post on scaling your Facebook ads sustainably.
Is Boosting A Post Worth It?
Boosting a post can be a great way to reach a larger audience, increase engagement, and drive sales. However, it’s important to remember that boosted posts are not a replacement for organic content. They should be used as part of a larger social media marketing strategy.
If you do decide to boost a post, make sure that you are clear about your goals for the campaign and that you are monitoring the results. This will help you to determine whether or not boosting a post is worth it for your business.
Boosted Facebook Posts Can Help Drive Reach And Content Discovery
Facebook-boosted posts are an excellent way to expand the reach of your organic content so that it is seen by more Facebook users.
Paid ads can help you scale your ad campaigns. Before doing this consider a smaller marketing budget for boosting posts.'
This can help with content discovery as the additional reach and resulting conversion rate will tell you how the message is performing for your audience.
Once you see initial success with your Facebook-boosted posts consider ramping up your advertising budget through Facebook ads in the ads manager for more advanced targeting.
If you are seeing success with your Facebook ads or would like help setting up your boosted posts, feel free to book a call with me.
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