What are the pros and cons of Facebook Boosted Posts?
Facebook has lessened organic reach and paid options are pretty much the way you reach more people. Facebook wants you to use the “Boost Post” button. As a matter of fact, they really try hard to get you to do it. First, you’ll get these Facebook boosted posts messages directly on your Facebook Business page if you have a post that’s getting a fairly decent amount of views. Soon after, you’ll also get a similar message in your email inbox, courtesy of Facebook.
If you’re like most people, you will see this as a sign that your post is performing really well and by boosting it, it could stand a chance of going viral. It certainly is tempting to hit the Boost Post button at this point and sit back, waiting for your Facebook page to blossom with new found popularity.
Unfortunately that doesn’t happen very often, if at all. When you boost your post you will get traffic as long as you pay, but the moment you stop paying, your traffic will eventually die down.
Do Facebook boosted posts have any benefit at all?
Yes. If you have a relatively new Facebook Business page with few followers, you can use boosted posts to attract some attention to your page. Note that you shouldn’t boost just any post. Real estate companies like to post their featured listings. In social media, this is considered advertising and does often not lead to comments, engagement and new followers.
One of my secrets is to find and share an already popular post that has lots of Likes and comments.
By boosting that post, it helps the original poster plus it give you this little gem, a list of new people to invite and follow your page. If you don’t mind helping another local business, etc. this is a great method to use. Otherwise, do not do it and certainly do not share your competition’s popular post, sending traffic to them.
Simply click on the list of people who liked the post (highlighted in yellow below) and you’ll be greeted with the following pop-up window:
At this point, you should click on the Invite buttons to try and get these new people to follow your page. Try to monitor this quite often and invite people as soon as possible, while they still remember visiting your page. If you wait too long, they may forget who you are and why you’re inviting them.
This strategy works better for some topics rather than others. Try to stay within a niche to use this method.
For instance, this works extremely well for another of my Facebook pages, Vermonter.com.
For a real estate page, perhaps a popular shared, home staging post could yield better results from the Invite list.
If you boost a post, you will be given several options. Obviously, if you don’t have many people following your page, the logical choice would be to choose through targeting. As you can see below, I have already configured a custom audience based on demographics and interests that might best attract people to my page.
Once you have selected your preferred audience, Facebook will give you an estimate of the number of people your post will reach. The option for duration and how much you want to pay, will also be available. Note that if you have a website associated with your Facebook page, you might also wish to select the Facebook Pixel conversion tracking.
I do not recommend spending more than $15 or $20 to boost a post.
Why you should not use Facebook Boosted Posts
If you’re serious about Facebook advertising and truly want to take best advantage of it, there are much better ways than the boosted post, which is basically the “lazy man’s lobster” of social media. If you’re a “lazy man or woman” and you have a small following on your Facebook page then you might want to use boosted posts to get started. Again, it really depends upon the objectives of your Facebook page.
Ideally, you should take the time to create your own Facebook ads through the more advanced methods.
Facebook boosted posts are just one of many different marketing objectives that Facebook offers advertisers. Many of its other marketing options will help you achieve business results that boosted posts will not. Leads, sales conversions, brand awareness, increasing video views, etc. can be accomplished more efficiently and with a better ROI than you would get with a boosted post.
An boosted post ad that might yield a huge amount of post likes. Keep in mind, chances are only a small fraction of those people will click through to follow your page, or visit your website, etc.
If your goal is immediate leads or sales, then Facebook boosted posts might be waste of your money.
Comments are welcome. Let me know what you think.