We all know how stressful yet crucial monitoring KPI metrics can be. You test and run experiments with different content tactics to maintain growing engagement rates. However, at the end of the day, neither Facebook nor Instagram doesn’t favor Business Pages. Fact! So frustrated page admins panic and choose a path with the lowest resistance. Since the “boost post” on Facebook or “promote” on Instagram buttons are tempting and so easy to click on.
Boosted posts generate higher reach, comments, likes. And although the engagement consideration can be a part of your strategy, it surely doesn’t fit every objective for every single campaign.
In this article, we will reverse engineer boosted posts and will show you what exactly happens when you click that magic button.
Moreover, we’ll explain in which scenarios boosting posts indeed suits your marketing objectives and when the feature simply drains your advertising budgets. Let’s stop wasting money altogether and start driving real conversions. Without further ado, let’s get started!
What is the “Boost post” feature?
After you share a post on your Facebook or Instagram page, you have an option to boost/promote your post via paid ads. The Facebook algorithm favors personal pages over business pages. Thus, this trouble-free way to sponsor your content without leaving the page comes handy.
By boosting your posts you can reach new people are more likely to react, share and comment on it. Business Page admins like the feature, because all friction points are eliminated and it quickly kills the frustration of low levels of engagement rates.
Boost Posts sound good in theory but fail to drive real results and bring value to businesses. Let’s talk about hows and whys.
What happens after you click on “Boost post”?
Let’s imagine you’ve clicked on “Boost Post”. The system allows you to choose your audience, budget, and campaign duration. But what you might don’t know is that boosted posts automatically have an “Engagement” consideration.
Engagement – increases user interaction with a particular post to get comments, likes, shares, event responses. Helps with the promotion of pages and events on Facebook.
If you remember in our step-by-step guide to Facebook Ad Manager, where we’ve covered all possible goals to choose from. Based on the objective, consideration, and goal of the advertising campaign the Facebook’s algorithm changes its “engines” accordingly. You can read this article to learn more about it in details: https://sociality.io/blog/how-to-use-facebook-ads/
Why Boosted posts don’t drive real results?
Businesses love online advertising. In contrast to traditional mediums, digital ads allow you to talk to targeted audiences. You can send your message to people, who are more likely to purchase your product or service. By specifying to Facebook who your ideal customer is, you are more likely to reach the results.
However, the automatically set engagement consideration of boosted posts, in fact, serves the goal of increasing reach and shows your ads to a bigger audience. To make it short, boosted posts panacea for all problems.
The superpowers Boosted posts lacks
|Feature||Boosted posts on Facebook||Promoted posts on Instagram||Facebook Ad Manager|
|Considerations||Engagement||Engagement||Traffic, Engagement, App installs, Video views, Lead generation, Messages|
|Option to “exclude” some audiences||No||No||Yes|
|Advanced control over location targeting||No||No||Yes|
|Option to choose demographics and behaviors in targeting||No||No||Yes|
|Control over ad placement||No||No||Yes|
|Control over cost||No||No||Yes|
|Control over start and end date||No||No||Yes|
How to use Boost post to drive real results?
It is time to show you another side of a coin. Boosted posts are not as useless and indeed can be a part of your advertising budgets. There are special cases when using boosting some posts and publications on Facebook and Instagram indeed drives real results and affect the bottom line.
Boost unicorn posts
You’ve discovered unicorn posts with awesome and authentic community sharing their opinions and thought under your post.
Every page has an expected level of engagement it receives on a daily basis. Occasionally your post is doing so well, that the engagement rates are 70% and higher the average levels. Something is awesome about it! Great job. By boosting the post you’ll boost it even further and show it to a bigger audience.
Sociality.io reporting module easily enables sorting content with highest to lowest engagement rates.
However, don’t just boost posts that perform a certain percentage better than average. Check the comment section. Sometimes people come and share their personal stories and build true communities right under your content. Then inviting more people to participate via promoting the post drives incredible results. Moreover, you can react very fast by setting up a campaign in 5 minutes.
For example, the following are screenshots taken from @foundr comments sections.
Important note: the beauty of fast launch is not to make advertising on Facebook & Instagram easier and avoid Facebook Ad Manager. Instead, it is a solution in case you need to act fast and right now!
Boost posts to bring your account back to live
Sometimes companies or creators forget about social media. They go to phases of long holidays or social media detox. Guess what? Facebook doesn’t like admins to be inconsistent. So, your first posts after a long break will be punished by the algorithm and won’t appear in front lines of followers’ feed.
Boosting posts helps to bring your account back to live by juicing it up with paid engagement.
To bring your account back to life, choose “ People who like your page” in the audience section.
To wrap it all up,
In this article, we’ve shown you two coins of boosted or promoted posts on Facebook and Instagram. By reverse-engineering the features we discovered what happens when you click on the “boost post” button and the algorithm behind it. At Sociality.io we always believe in the power of social media marketing and love empowering businesses with intelligent SaaS solutions and expert opinion to help you grow.