I have received this question from many marketing professionals that manage their business’ Facebook page: what is a Boosted Post and what is a Facebook ad? And, which one should I use?
There are differences and similarities on boosting a post and creating a Facebook standalone ad. In order to determine which strategy to use, you must know what your overall objective is for your campaign that you’re creating.
Yes . . . understanding whether you're looking for engagement, or getting someone to purchase your product service will determine whether to Boost or not to boost.
Here is a basic understanding when it comes to boosting a post.
By definition, “a boosted post is a post to your Page's timeline that you can apply money to in order to boost it to an audience of your choosing.” (Facebook.com/business).
What you’re basically doing is putting more eyes outside of your followers to a post that you’ve created on Facebook; whether it’s a graphic, video, link to a website, etc. Additionally, you are able to create audience segments that you can target specific demographics, interests, age, location, and gender to engage with your boosted post. Finally, you can also set a budget (and basically the beauty of most social and digital advertising platforms is that you are able to set exact budgets) and how long that boosted post should run. Your audiences will see these boosted posts as a native paid piece of content and will show up (o)n your audience's Facebook News Feed as an ad (Facebook.com/business).
A couple of my thoughts on Boosted Posts:
Boosted posts were beta tests of Facebook advertising back in the late 2000s, early 2010s. At the time, it was just putting dollars to gain more reach and impressions on a post, regardless if someone already followed you or not.
Boosted posts are a good strategy when it comes to inbound content (blog posts, syndicated content, events to attend, etc) as it doesn’t necessarily have a definitive call-to-action.
Audience segmentation for boosted posts is also fairly simple. How you set up those audience segmentations are for either gaining new audiences or engaging a mix of new audiences and your current audiences.
I would suggest having a small budget ($25 to $150 a month) on hand for these boosted posts. If you see a post (preferably original content from your page) that is gaining a lot of engagement from your followers, and their friends; I would take a look at that type demographic and psychographic of that audience, create that audience segment, and boost that post for new audiences to engage with.
Check out for part II of Boosted Post vs. Facebook standalone ads when I discuss Facebook ads (it's still in drafts, so you'll have to wait . . . sorry). Are you still thinking about boosting your posts or creating Facebook ads? I would love to talk to you about opportunities in advertising your business on Facebook and it's various capabilities. Please check out angelojasa.com or contact me at angelojasa@gmail.com.
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