Boosting Posts on Facebook: Weighing the Pros and Cons

In our ever-evolving digital age, businesses of all sizes turn to social media to connect with customers and expand their brands. As one of the leading platforms, Facebook offers numerous methods to enhance engagements, reach new audiences, and drive clicks to your website. One instrumental tool for doing this is ‘Boosted Posts’. While they present many advantages, boosted posts also have some downsides. This blog post will delve into the pros and cons of using Facebook’s Boosted Posts to help you decide whether it’s a beneficial strategy for your business.

What Are Boosted Posts?

First, let’s clarify what we mean when we say ‘boosted posts’. Facebook boosts involve paying to amplify the reach of a post that was organically shared on your Facebook Page. Simply select a target audience, budget, and duration for how long your post will be boosted.

Now that we understand the basics let’s explore the benefits and drawbacks of using boosted posts.

Pros of Boosting Facebook Posts

1. Greater Reach and Visibility

With over 2.85 billion monthly active users, Facebook’s audience is enormous. However, due to the platform’s algorithm, only a small fraction of your followers organically see your posts. Boosting a post effectively extends its reach beyond usual organic visibility. It puts your content directly in front of a targeted audience, helping you reach more people and increase overall engagements.

2. Targeting Capabilities

One significant advantage of Facebook boosts is the extensive targeting capabilities. Facebook allows you to reach specific demographics based on location, age, gender, and interests. Additionally, you can create custom audiences, targeting individuals who have interacted with your page or lookalike audiences, which consist of Facebook users similar to your existing followers.

3. Easy to Use and Budget-Friendly

Boosting a post on Facebook is incredibly user-friendly. With just a few clicks, you can set it up right from your page. You can also set your budget according to what you’re comfortable spending, with options ranging from a few dollars to several thousand. This flexibility makes it an enticing option for small businesses and those just starting in Facebook marketing.

Cons of Boosting Facebook Posts

While the benefits are compelling, there are also some potential downsides to consider.

1. Limited Customization Options

Compared to Facebook Ads Manager, boosting posts offers limited customization options. You have less control over ad placements, delivery optimization, and ad scheduling. If you’re looking for a more comprehensive ad strategy with more control and versatility, boosted posts might not meet all your needs.

2. Lack of Full Ad Campaign Capabilities

When you boost a post, you essentially create a simplified Facebook ad. However, the scope is significantly smaller compared to an ad campaign that employs various ad sets and collateral. This feature can be a downside if you’re aiming for broader, more complex campaigns that strategically guide users through a sales funnel.

3. Risk of Boosting Low-Quality Content

Just because you can boost any post doesn’t mean you should. If you’re boosting posts without analyzing their performance or relevancy to your audience, you may end up wasting your budget on low-quality content. It’s essential to make data-driven decisions and boost posts that are well-received by your audience, offering value or driving desired actions.

Conclusion: Is Boosting Posts Right for You?

Deciding whether to boost posts boils down to your business goals, budget, and Facebook marketing strategy.

If your goal is to enhance the visibility of a particular post, increase engagements, and you’re comfortable with a simplified targeting and customization process, boosting posts is likely a beneficial strategy for you. On the other hand, if you’re looking for in-depth targeting options, advanced campaign constructs, or a more sophisticated sales funnel strategy, opting for Facebook’s Ads Manager might be a better fit.

In the end, finding the right balance between organic content, boosted posts, and full-scale ad campaigns can lead to a successful, engaging, and cost-effective Facebook marketing strategy. As with all marketing efforts, analyze your results, adjust your strategies based on data insights, and continue to refine your approach to connect with your audience best. Happy Boosting!