If you’ve clicked your way to this blogpost then you are likely a well-versed Facebook admin who doesn’t need another “how to” on Facebook Boosting. You already know what it is and how to navigate the feature, so I won’t waste your time explaining those steps. You, my friend, are here in hopes of learning why Facebook Boosting turned from an easy win to an analytics nightmare.
Play out these scenarios with me…
You clicked the Boost button because Facebook caught you hook, line and sinker on how many people you were projected to Reach with just $20.
You created a cool post but weren’t getting enough traction, so you decided to Boost after a day of low Reach. And guess what? It worked! Now you’re a Boosting addict but your organic Reach is suffering.
In the same token, you’ve Boosted so much that your advertising budget is wrecked.
You Boost content within 10 minutes of the post going live.
Can I tell you something? If any advertising method seems too easy and too good to be true, then it is probably too good to be true. Yes, social networks are making it easier than ever to advertise, thus admins need to be savvier with their own methods.
Let’s look at some ways your trigger-happy Boosting effects your page:
The minute you put dollars towards your content, Facebook knows you have a budget and are willing to pay for it to be seen.
Your organic reach and engagement could become less and less with time, especially if you Boost often.
Facebook wants you to believe that the bigger the budget, the better the results. The truth is that every post experiences an engagement “drop off”, and if you miss it you could be paying for second tier targets who are less likely to engage.
Boosting every post, even as low as $10, does more damage than good. You’re proving to Facebook that you need them to be seen.
Did I make it all sound too gloom and doom? Well, keep reading because there’s light at the end of the Boosting tunnel. Here’s a checklist to go through if you’re wanting to have a successful Boosting experience…
Make sure the content you’re about to put money towards is worthy. Does it have a…
Strong caption that will connect to your target audience
Specific call to action that’s easy to navigate
• If you can not check off all three of those items, then the post is not worthy. Either rework the post or plan to create a post specifically for Boosting.
Let your post do it’s thing for 2-3 days and gather that good organic reach. The better the organic reach, the better the chances of performing well with a Boost.
Look through your post targets each and every time. Get the most bang for your buck by being specific with your objective, button options, audiences and duration.
Monitor the post and engage with followers. Look for the “drop off” and adjust accordingly.
The main lesson is to focus on creating better content for your target audiences, rather than concentrating on Boosting to be seen. Dig through your page Insights and see what organic posts performed well, and make a plan to create more of that! Facebook Boosting can have a positive outcome when done strategically with worthy content. My best piece of advice is to be smart, observant and thoughtful with all social media efforts. Now go get ‘em!