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Should You Boost Facebook Posts? Understanding When and How

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woman boosting Facebook post

Facebook has a tremendous user database of up to 2.8 billion active users monthly. It’s no surprise many advertisers turn to this social media platform to promote their products and services – the numbers are unbelievable. 

While there are ways to gain visibility, one common tactic is boosting Facebook posts. However, is this option viable?

Let’s face it – Facebook’s organic reach is somewhat on the downturn, and the periodic algorithm change isn’t helping businesses and brands get their desired reach. Unless you have a robust fan base, your post won’t go far.

The Facebook Boost Post feature comes in handy as a solution to generating more reach. But what is this feature, and how is it used? Should you boost Facebook posts? Let’s find out if this feature is worth it.

What is Facebook Post Boosting?

A boosted post is a typical Facebook post that can gain more visibility and reach for a fee. The boost feature turns your regular Facebook post into a paid ad, helping you expand your content’s reach beyond your Facebook page followers. It means you’re paying Facebook to increase the visibility of your post so that more users can see it organically.

The Facebook Boost feature is a simple yet effective way to increase reach, particularly for those with a few hundred followers. It’s a hassle-free way of promoting content if you can’t find your way around the Ads Manager. Select the post you want to boost from your Facebook Page’s timeline and click the Boost Post button. It will automatically boost the post. While this feature is essential, understanding when and how to use it is crucial to getting maximum results. 

Does Your Business Need a Boost?

boosted Facebook post

Facebook introduced the “boost” feature due to the complication of the Facebook Ads Manager, introduced in 2012. The Boost feature became more straightforward for advertisers and businesses to push their content to more people. Then, it was called “Promoted Boost.”

As mentioned, you can promote your post with the Boost feature without going through the Ads Manager. Simply boost from your timeline. This simple method became nearly everyone’s favorite. 

While boosting a Facebook post is straightforward, there are some prerequisites. For example, you need an existing Facebook Business Page, Business Manager Access, and a regular post on your Facebook page. You’ll also need an ad account to set your budget.

You may need to boost your post on Facebook if you want to:

  • Run it for a more extended period.
  • Amplify your post’s reach if the organic reach and engagement are encouraging.
  • Promote special offers, events, products, or services. Promotional posts can benefit from increased visibility.
  • Reach out to a specific target audience or demographic.
  • Run ad with a limited budget
  • Build brand awareness and a community

Does Boosting a Post on Facebook Work?

Yes, boosting a post on Facebook works when done strategically. Boosting can help your content gain more visibility, helping you reach out to a broader audience. However, boosting can only do so much. 

The success of a Facebook boost post depends on various factors, such as the content quality, budget allocation, and the objectives set. If all these elements are carefully considered and incorporated, boosting a post can bring the required success. I recommend keeping the performance metrics in check to maximize its effectiveness.

Facebook Ads Vs. Boosted Post: How is Facebook Boost Post Different from Meta Ads?

Sometimes, it can be confusing when deciding to run a Facebook ad or boost a post. Many people don’t know the difference between the two. But don’t worry, we’ll clarify their key differences and which you should opt for business growth.

The first difference between Meta ads and boosted posts is customization and the nature of advertising. Boosted posts enhance visibility and generate more engagement. If you’re looking for an inexpensive and straightforward way to get into customers’ minds, boosted posts are your choice.

On the other hand, Facebook ads encompass everything, from creating awareness and generating website traffic to reaching conversions. Plus, you can customize your ads, such as adding CTA, to hit your objectives. So when you want to promote an event, talk about an update, or run a special offer, you don’t need to run a full-blown campaign with a Facebook Ad. Using the Boost feature is enough.

Another difference is the cost. Boosted posts are more cost-effective than Facebook ads. Boosted posts are specific and direct. Boosting optimizes post engagement and creates more awareness, whereas Meta Ads are optimized for many objectives, from app installation to conversions; thus why it’s more expensive to run than boosted posts.

Furthermore, some advanced targeting tools are unavailable when boosting a post from a Facebook Business Page. For instance, you can’t create overlapping or lookalike audiences when boosting audience types. This advanced feature is only available in the Ads Manager. 

Finally, boosted posts and Meta Ads have different ad placements. With a boosted post, you can place ads on Instagram, Facebook, and desktop feeds. Meta Ads allows you to place ads in Facebook Feed side ads, Instagram stories, Meta Audience Network, etc.

Note that boosted posts are still paid advertising. It is a core similarity between them and Meta Ads. However, the latter has more functionalities.

Why Does My Post Say Boost is Unavailable?

If your post says ‘Boost is Unavailable,’ it could be any of the following reasons:

  • Your post lacks enough engagement: Facebook usually restricts the availability of the boost option for posts with low engagement. If your post violates the community standards or doesn’t meet Facebook’s criteria, the boost option may be restricted.
  • Type of content: Is your content provocative, insulting, or inappropriate? Facebook frowns at such posts. Therefore, limit access to the boost feature.
  • Type of Facebook Page: Unverified or new Facebook Pages may have limited access to the boost feature. 
  • Ad account issues: If you have payment issues with your ad account, Facebook may restrict access to the boost option. Check if this is the problem and resolve it to regain access. Check out our previous post on how to solve the ‘Facebook Account Restricted’ issue.
  • Technical glitch: Technical issues occur, and Facebook isn’t exempted. Sometimes, they may experience a technical glitch that may cause the boost option to be temporarily unavailable. In such cases, wait until the issue is resolved.

How Are Social Media Managers Using Facebook Boost Posts Feature?

Many social media managers use the Facebook boost feature to help businesses and have found tremendous success. The algorithm changes and decline in organic reach have made them seek an alternative in boosted posts. 

When interviewed, they revealed attaining success with boosted posts boils down to how you understand and use them. Below are what they believe will determine your success;

Understanding the Audience

Social media managers believe this is the first step to conquering the minds of potential customers or clients. When using the Boost feature, you should be specific about whom you want your content to address.

Objective

You can boost a post for different reasons, such as to get sales and leads, get more website visitors, or share a promotional offer. Irrespective of the aim, they believe the post should be highly engaging and show value. The post should build your brand and community.

Budget

Your budget should depend on your objectives. Evaluate the size of the reach, engagement, and traffic before creating an online marketing budget. The larger the reach, the more money you’d need. Most managers reveal they spend between $50 and $150 to boost a single post.

Length of Ad

The duration of the ad depends on your objective and budget. Time-sensitive posts run on a shorter time frame, between a few hours to a day. Most believe a regular boosted post should run a maximum of 7 days.

Type of Content to Boost

Many social media managers agree it’s best to boost your most-performing content rather than boost a new post or one with low engagement. The trick is that content with a high engagement rate shows that the audience loves it. Therefore, the right choice is to boost. However, your objective will determine the content to boost.

Ad Assessment

Typically, boosting a post on Facebook is about trial and error as you experiment with what works best for your audience. Therefore, you must track the performance of your posts and adjust accordingly. Many experts recommend starting with a lower budget as you adjust your social media strategy. It will help you decide if investing more is worth it.

How to Boost a Post on Facebook

Boosting Facebook posts is as easy as clicking a button, but it doesn’t determine their success. There’s more to just clicking the boost button and making a payment. To boost posts effectively, here are some tips to bear in mind:

  1. Set Clear Objectives: Ask yourself, ‘What do I intend to achieve by boosting my post?” Do you need to increase traffic or conversion? Do you need to generate more leads? Having definite objectives will guarantee a certain level of success for your boosted posts.
  2. Choose Your Target Audience: Your target customers are essential, and determining who they are ensures your boosted post gets to the right audience it’s intended for. Consider demographics, behavior, interests, and age when defining your custom audience.
  3. Set Realistic Budget: Your objectives and target audience will determine your budget, but what if you’re new and don’t know how much to allocate? In that case, start with a lower budget of $10 and see how far your post will go. From there, you can scale up. If you’re a pro, you should be certain of the budget you must allocate. It should be based on your objectives and audience reach. Facebook offers many budgeting options, ranging from daily to lifetime budgets. This allows you to control your ad spending.
  4. Track Performance: Continuously monitor the performance of your boosted posts and optimize accordingly for better results. Consider the reach, engagement, clicks, and conversions.

Can I Boost a Post on Instagram and Facebook at the Same Time?

Absolutely! You can boost a post on Instagram and Facebook simultaneously. Since Meta owns Instagram, users can manage ad campaigns across both platforms seamlessly. Facebook and Instagram offer integrated solutions to simplify creating and managing ads. 

You can use the Facebook Ads Manager or the Instagram app to boost posts and optimize across both platforms simultaneously. This is a way to save time and users stress in managing ads.

Facebook Boost Posts Cost

The average cost of a Facebook boost post varies widely on several factors, such as the size and demographics of your audience, objectives, boost duration, relevance, ad quality, level of competition within your target niche, and bid strategy.

Longer durations will command a higher budget, while shorter durations require less budget. Likewise, reaching a larger audience will require a higher budget, while a smaller, more specific targeted audience will have a lower budget. Metrics, such as post engagement and traffic conversions, will also affect boosted post costs. 

Typically, advertisers targeting the same audience could drive up the competition and eventually the cost per impression (CPM) or cost per click (CPC). For instance, if multiple advertisers target American adults between 18 and 30, the cost of boosting a post will be on the upside. However, if the ad is perceived as relevant to the target audience, Facebook could lower the CPM or CPC as a reward for providing high value to users.

Based on several industry reports, the average CPC for boosting a Facebook post is $0.50 to $2.0, while the CPM could hit as high as $10. The actual ad spend could be higher or lower based on the aforementioned factors.

Conclusion: Is Boosting Posts on Facebook Worth It?

Boosting posts on Facebook is worth the shot if you have your objectives set out. If you want to build brand awareness, increase post engagement, and improve visibility, boosting posts is an inexpensive way to do those compared to setting up an ad campaign. Remember, you can only boost a Facebook post with a page.

If you’re looking for inspiration for your next ad or content, SwipeBuilder has got your back. You can save ads, create tailored posts, and do much more. Leverage this tool to create interactive and targeted ads for your audience.

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