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 favors 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 and impressions. And although the engagement consideration can be a part of your strategy, it surely doesn’t fit every objective of 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 who 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 engagement rates.
Boost Posts sound good in theory but fail to drive real results and bring value to businesses. This blue button simply isn’t made to help you create a well-optimized ad campaign. Let’s talk about hows and whys.
What happens after you click on “Boost post”?
Let’s imagine you’ve clicked on “Boost Post” on Facebook. The system allows you to choose your audience, budget, and campaign duration. But what you might don’t know is that Facebook automatically chooses what the goal of your ad should be. And it can choose wrong.
When you click to change your ad goal manually you have only three options. A boosted post lacks the ability to choose a promotional goal more precisely.
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/
When it comes to choosing the placement for your ad, Facebook, Messenger, and Instagram are on by default. And Facebook Pixel is turned off by default, which means you won’t be able to measure results from your ads and understand the actions people take on your website.
What happens if you click on the “Promote” button on Instagram?
When you promote your post on Instagram by the help of this magic blue button, you face just pretty much the same thing: the system allows you to choose the destination where to send people, define your audience, budget, and campaign duration. Here on Instagram boosted posts automatically have an “Engagement” consideration. As a result, the post may get a lot of engagement but that may not be your goal of the ad.
Engagement – increases user interaction with a particular post to get comments, likes, shares.
Why Boosted posts don’t drive real results?
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 and Instagram 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 engagement and shows your ads to a bigger audience. To make it short, boosted posts panacea for all problems.
In addition to limited objective/goal options of boosted posts, ad placement is also poor. There is no chance to target different mobile devices or operating systems. No Audience Network, no Desktop right-hand column.
With a boosted cost there is also no chance to reduce the cost of your ad: no narrowing the interest targeting and optimizing your ad visual. What else? If you decide to edit your boosted post. You have to delete it first and start over again.
The superpowers Boosted posts lacks
|Feature||Boosted posts on Facebook||Promoted posts on Instagram||Facebook Ad Manager|
|Considerations||Engagement, Messages, Leads||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||Yes||No||Yes|
|Control over ad placement||No||No||Yes|
|Control over cost||No||No||Yes|
|Control over start and end date||Yes||No*||Yes|
*The control over advertising duration is limited to 6 days only.
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 affects the bottom line.
Boost unicorn posts
You’ve discovered unicorn posts with awesome and authentic community sharing their opinions and thoughts 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 than 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.
All social media reports are ready to present
No more wasting hours for weekly and monthly reports, no more crises that arise from mistakes on reports.
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.
When you need to boost your post, remember to choose your own goal, make sure to turn the Facebook Pixel on if you have the Facebook Pixel installed on your site, and choose your audience.
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.