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Does boosting Facebook posts work? Can you really generate any leads by doing it? Hi, my name is Francisco and I am the owner of Planet Marketing. A lot of the time, I get people who come to me wanting to know whether or not they should bother boosting their posts on Facebook? They want to know if that is a viable alternative to creating dedicated Facebook Ads. Well, if you are one of those people, then you have come to the right place. I have been creating Facebook Ads for years and am well placed to give you all the answers that you are looking for. In this article, I am going to;
- Tell you what it means to “boost,” a Facebook post.
- Compare Boosted Posts with Ads Manager.
- Give the Facebook Boost Post limitations.
- Answer the question; “Is Facebook Boost Post worth it?”
What is meant by a Boosted Facebook Post?
This article is going to have lots of screenshots to help you understand what I am talking about here. By the way, that’s me in the above screenshot (and in all the others)! Anyway, the first thing to note when it comes to marketing on Facebook is that there are quite a number of options. You can, as an example, create Facebook Ads. I have already mentioned that one of my specialties is Facebook Advertising. So, if you need help in that area, don’t hesitate to get in touch with me today and I will make it happen for you. You can also try out my DIY Facebook Ads Marketing Course if you want to learn how to create your own kickass Facebook ads.
What are Facebook Boosted Posts
Facebook Boosted Posts are nothing mysterious. Every business has a Facebook Page, right? Well, the fact that you are here means that you definitely have one. If you are like most people, you probably use your Facebook Page to promote your business on the world’s biggest social networking site. Facebook has over 2.5 billion monthly active users, making it a ripe platform for businesses that seriously wish to achieve growth. Anyway, there are 2 types of content that can be boosted on Facebook.
Content that you publish directly on your Facebook Page
You can boost content that you publish directly on your business’ Facebook Page. Let’s say, as an example, that you own a restaurant and have published content on your Facebook Page regarding an upcoming promotion offering a 10% discount to newly weds. When you publish this content, you have the option to “boost,” it to a wider audience. But why would you do it? Well, the main reason for boosting Facebook Posts is to make sure that your content is marketed beyond your circle of followers. So, if you have 100 followers, you can pay to make sure that your content reaches hundreds or thousands more.
You can boost content from your blog or website
Most people connect their websites and blogs to their social media pages. This is a great way of ensuring that the content that you publish on your site is instantly shared with your followers on Facebook, Twitter, LinkedIn and other platforms. That way you get way more readers than you would have gotten via search engines alone.
This is another type of content that you can Boost on Facebook. Let’s say you have just published on your blog an article on how to Boost Facebook Posts. The moment you hit the “publish” button on your site, the content is instantly forwarded to Facebook and to any other connected social media platform. Your followers can then read your article. , On top of that, you can boost the post to make sure that it reaches a wider audience.
Boosted Posts vs Ads Manager
Frankly, I am all about Facebook Ads. I don’t do Boosted Posts for reasons that I give in the rest of this article. But my reasoning is irrelevant, isn’t it? You want to know whether boosting a Facebook Post works. And what better of answering that question than by looking at the alternative. See, “normal,” Facebook Ads are created using Ads Manager. So, what are the similarities and differences between Ads Manager and Boosted Posts?
Ads Manager has more options
The above screenshots show the Facebook Ads Manager and the Boost Post interfaces. One thing that you will notice is that Ads Manager offers you a hell lot more options than Facebook Boost Post. Comparatively, Boost Post offers just the bare-bones in terms options for creating top-notch advertising material for Facebook. But does that mean Boosted Posts on Facebook do not work? Well, I am not saying that! In fact, there a number of things that are similar between Boost Posts and Ads Manager. You will find similar targeting options in both.
Similarities between Facebook Boost Post and Ads Manager: Audience Targeting Options
As you can see in the table below, most of what you would think are the most essential audience targeting options that are in Ads Manager are also available for Boosted Posts. To be fair, Facebook wants you to be successful at boosting your posts because hey, they are in it for the money. They want you to make money because when you make money, they also make money. Whether or not boosted posts actually work is another matter. Anyway, you will find the following audience targeting options available in both Boosted Posts and Ads Manager;
|Ads Manager||Boosted Posts|
|Detailed Targeting (demographics, interest, behaviors)||Detailed targeting (demographics, interest, behaviors)|
Both Ads Manager and Boost Post have the “Detailed Targeting” Option
The Detailed Targeting option is, based on my experience, one of the most crucial as far as defining a Facebook target audience is concerned. It allows you to really zoom in on your target audience. This ensures that your ads are delivered only to the right kind of people, which increases your chances of converting. So, the fact that the Detailed Targeting option is also available for Boosted Posts is, as already noted, clearly good. You can, as an example, target people who have an upcoming birthday, or friends of people who have an upcoming birthday.
Boost Posts has fewer Campaign Objectives
One of the first things that you are going to need to do as part of the process of creating Facebook Ads via Ads Manager is to choose a Campaign Objective. Note that you can only have one Campaign Objective per ad. This is another area in which creating an ad via Ads Manager is better than using the Boost Post option. With Ads Manager, you have 11 Campaign Objectives. Meanwhile, you only get a choice of 3 Campaign Objectives when Boosting a Facebook post as you can see in the table below;
|Ads Manager||Boosted Posts|
|Brand awareness||Post engagements|
Facebook Boost Post Limitations
I have already been referring to the limitations of boosted posts in the above discussion. One of the major challenges that people face is that they don’t really know what to expect going it. Yet they do Boosted Posts because, hey, you can do it for $10 bucks and Facebook promises such a huge boost. So, there is really nothing to lose, right?
Well, perhaps not if you limit yourself to $10 bucks. However, the major challenge, and this is something that I have discovered, is that people sour on Boosted posts after that one time. Not only that, but they may choose to abandon Facebook Marketing altogether in favor of Google Adverting or Twitter Advertising. Truth is, Facebook Boosted posts can work in some instances. However, they are limited because you can only do certain types of things in there.
You are missing out on some important Campaign Objectives
As already noted, you get far fewer Campaign Objectives when you choose to Boost your Posts on Facebook. Essentially, you are limiting yourself. But why is that the case? Well, let me give an example below;
You can’t run a lead generation campaign
Let’s use an example to illustrate the point; if any of you are trying to generate leads like names, phone numbers and emails, you have no option with a Boosted Facebook Post. The option is only available when using Ads Manager. Boosted posts have no lead generation campaign objective. The screenshot above shows an example of a Facebook Ad using a lead generation campaign objective.
With a lead generation campaign, you will be able to gather leads using a “learn more,” or a “book now,” or “sign up” button, among others. When people click on the button, a Facebook form pops up. This can be set to pre-populate the user’s name, phone number, and email. Facebook already has that information from most users. That’s a great way of gathering leads, and the option is not available for Boosted Posts. So, if you choose to go down that way, you will be losing out on a lot.
A reach campaign is not possible with Boost Post
To further emphasize the fact that you will be missing out by using a Boosted Post instead of creating a Facebook Ads via Ads Manager, let’s talk about a Reach Campaign. With a Reach campaign, you can put your phone number right there on the button. So, when a person presses the button, it starts dialing your number on their phone. So, this is a great way of instantly generating a lead. It’s actually effective because people do not always retain their interest in you. There are so many distractions out there! So, you want to make sure that the moment you capture their interest they are able to reach you.
You don’t get much useful data regarding your campaigns
Another crucial setback when it comes to advertising on Facebook via Boosted Posts is that, with Boosted Posts, you don’t really get the kind of metrics that are available to you when you create proper ads via Ads Manager. Here is the thing; what if you want to see how much money you are making based on targeting via your Pixel and stuff like that?
And how much is a sale costing you? How much is a lead costing you? You don’t get that type of information from a boosted post. Or rather, you get very limited information when compared to Ads Manager. Of course, even when using Facebook Ads Manager, you are going to need to have Pixel installed on your website for you to get that information.
Is Facebook Boost Post Worth It?
Based on the above, you can see that Ads Manager wins hands down when it comes to advertising on Facebook. Boosting a Facebook Post simply does not give you the kind of control that you need in order to create a hight performance Facebook Ad. It’s all going to depend on your objectives, of course. But I would choose Ads Manager any day, any time.
But who is Boosted Posts for Anyhow?
Boosted Posts are not entirely without merit. There are people out there who would actually benefit from going down this road when it comes to Facebook Marketing. I have already given one such scenario at the top. Imagine that you have written a kickass post on your blog and you wish to have it reach a wider audience. You definitely do not need to create an ad if that is the case. All that you need to do is hit the Boost Post button and you will be able to quickly and easily set your targeting options to ensure that the post reaches as wide an audience as is possible.
But, and this is what I firmly believe, Boosted Posts is mainly for those who are inexperienced in advertising. Facebook makes it appear as if you are going to get a bunch of people to see your stuff while you are spending small amounts of money. They tell you to spend $2 and you will be able to reach such and such a number of people. Well, that is all very good.
Personally, I would limit the use of Boosted posts to people who are looking for foot traffic. You can actually set a radius to which you wish to have your post boosted; eg to 5 miles around your location. This option is also available with Ads Manager.
Summary Does Boosting a Facebook Post Work?
Let me close by going back to the question; does boosting a Facebook Post work? The answer is….meh… Boosted Posts are mostly for beginners who are not aware that they have way better options and better control via Ads Manager. The fact that people who use Boosted Posts are mainly inexperienced probably also explains why boosted posts performs so dismally.
I mean, I have already noted that I get lots of clients who confess to have first tried boosting posts before coming to me. Most of them arrive pretty disenchanted about marketing on Facebook. Perhaps if you put Boosted Posts into the hands of an experienced person like me, they would be able to perform a bit better. But why bother, when you have everything that you need via Ads Manager? What do you think? Have you had success using Boosted Posts? Feel free to leave a comment below.
And if you need help setting up Facebook Ads, check out my pricing page. I can help setting up Facebook Pixel, getting people in the door, generating leads and much more. I do this every day, so you can be sure that I know what I am doing. The reason why I have written this article is that I get lots of queries from people who want to know if boosted posts work. My answer is usually; don’t do half measures. If you want to have success advertising on Facebook, you need to do it the right way. And the right way is to create a carefully crafted ad via Ads Manager.