Why We Boost Posts On Facebook
For Business Pages, organic visibility is nearly impossible to come by these days.
In late 2014, Facebook surveyed hundreds of thousands of users — asking how the social network could improve the flow of information on the News Feed. They quickly discovered that pretty much everyone felt that their Feeds were cluttered with an obnoxious volume of promotional posts — ranging from sweepstakes offers to blatant sales pitches for “buy now” products.
So in January 2015, Facebook took immediate action by changing the News Feed algorithm to feature more posts by friends and liked Pages, and far less promotional posts. The idea was to increase the relevance and quality of the overall stories by decreasing the amount of spammy or overtly salesy content. But even after limiting the reach of “promotional posts,” it’s still extremely difficult for a Business Page to organically reach its fans.
A user’s Facebook News Feed is an unbelievably competitive place for messages to reach and register in the mind. As new and existing people and Pages continually post content at rapid speed, competition to appear in the News Feed increases every second. So how is a company expected to reach potential consumers if their News Feed is blocking spammy promotional posts AND continually populated with new, never-ending content?
When posting from your Page, Facebook gives you the option to “boost” the post. Boosting is a form of Facebook Advertising that allows the business to pay a fee and target a specific post to any population of users based on their geographic location, age, gender, interests, and more. With this tool, the company can ensure that it is reaching the right people through a targeted, strategic approach. It’s still a relatively new feature, but honestly, it has the power to send strategically crafted messages to large populations of individuals, based on demographic and psychographic information, in a way that has never been wielded by any type of media before it.
By boosting a post, you have the potential to increase brand awareness, increase Page engagement, and increase Page traffic. It’s simply a matter of deciding how targeted or broad you want to cast your net.
So how does it work? It’s actually unbelievably simple:
- Go to a post you’ve created and then click “Boost Post” in the lower-right corner.
- Choose your audience and budget based on how many people you want to reach and how long you’d like your boost to run. You can also change your payment method.
- Click “Boost Post.”
Once you’ve boosted the post, you can track the reach and the engagement in real time, which is a quantitative, measurable return on your dollars. So how often should you boost? We usually recommend boosting wisely with special posts on a weekly basis. Otherwise, you’ll be perceived as spammers who are sponsoring every message they put out in the world. Create a posting schedule and stick to it. That way, you can track the successful posts against the ones that aren’t stimulating engagement and make adjustments accordingly.
Boosting is a great tool that can put you right in front of the right people. Because with so much noise on the News Feed, it pays to give yourself a boost.
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