It is the open secret of social media marketing: Facebook’s organic reach is effectively dead.
Due to continuous algorithmic updates by Meta (Facebook’s parent company), the days of posting for free and reaching all your followers are over. Industry data suggests that average organic reach has plummeted to less than 5%. That means if you have 10,000 followers, fewer than 500 of them might see your content.
For small business owners, this is the “Pay-to-Play” era. To get eyes on your business, you need a commercial strategy. This guide breaks down the simplest tool in your arsenal: The Boost Post.
Table of Contents
What is a "Boosted Post"?
Think of a Boosted Post as the “Easy Button” for Facebook advertising.
It allows you to take a post that is already on your Page’s timeline and apply a budget to it. This forces the post into the News Feeds of people who wouldn’t otherwise see it. It is available to any business page owner and, unlike the complex Ads Manager, requires zero technical expertise.
The primary goal? Visibility. According to Hootsuite, boosting posts can increase reach by significantly more than organic standards, ensuring your existing followers (and their friends) actually see your updates.
The origin story: Why does this feature exist?
Back in the early 2010s, Facebook’s advertising backend (Ads Manager) was and still is intimidating for small business owners. It has hundreds of settings, confusing metrics, and a steep learning curve.
To solve this, Facebook introduced the “Promote Post” (later “Boost Post”) button. It was designed to bridge the gap: a tool simple enough for a local bakery owner to use in 30 seconds, but powerful enough to bypass the algorithm.
How it works:
- You pick an existing post.
- You click “Boost.”
- You choose a basic audience (e.g., “People in London, aged 25-40”).
- You set a budget (e.g., £20).
Boosted Post vs. Facebook Ads
Deciding when to boost a Facebook post and when to execute a Facebook ad campaign can be difficult, especially if you are unfamiliar with the fundamental distinctions.
The distinctions are listed below to assist you in making your decision:
(1) Purpose – When deciding between boosting a post or using Facebook advertising, it’s crucial to consider your advertising goals so that you can create a strategy around them.
Boosted posts have two main objectives: engagement and website visits. The aim is to increase post visibility and encourage interaction such as likes, comments, and shares. This strategy provides a simple and cost-effective way to remain top-of-mind with your customers.
According to Hootsuite, the average organic reach for a Facebook post is only about 5.5% of a page’s total likes. In contrast, boosted posts can reach up to 35% more people than organic posts, making them a valuable tool for increasing post visibility and engagement.
On the other hand, Facebook advertising serves a range of objectives, including raising brand awareness, driving traffic, generating leads, expanding reach, and more.
Additionally, Facebook Ads Manager allows you to further customise ads based on your goals. For instance, you can include a call-to-action and use language and behaviour targeting to ensure that your ads reach the right people.
According to Statista, the average cost per click for Facebook ads in the United States was $0.97 in 2021. However, the cost can vary depending on factors such as your target audience, ad placement, and industry.
Pro Tip: The "24-Hour Rule". Never hit "Boost" immediately after posting. Wait 24 hours. If the post generates organic likes, comments, or shares on its own, then put money behind it.
(2) Scenario – Boosting a Facebook post can be a useful option in various instances due to the various targeting options available. Here are some circumstances where boosting a Facebook post is an effective route, along with supporting stats and quotes from reliable sources:
Feature Update: If you’ve added a new feature to your Facebook page, boosting can be an excellent way to let your followers know about the new features. According to a study by Hootsuite, “boosted posts receive 2.5 times more clicks through to websites than organic posts.” Boosting can increase visibility, reach, and engagement with the post.
New Content Posting: Facebook Boost Post is an effective tool for promoting new content. According to a report by Sprout Social, “92% of marketers are using Facebook for their social media marketing, and 73% plan to boost their Facebook posts.” Boosting posts is a common practice among marketers to reach more of their followers with valuable information.
Build Brand Awareness: Boosting can be a better and cheaper option than Facebook ads if you’re looking to create brand awareness. According to a study by Buffer, “on average, boosted posts reach 30,000 additional people for every $100 spent.” Increased engagement can provide valuable social proof and help raise brand awareness.
One-off Events: Boosting a Facebook post can be an effective way to promote one-off events or special offers. According to a case study by Facebook, “PanIQ Escape Rooms used Facebook’s Boost Post to drive a 25% increase in bookings for its escape rooms.” By reaching more people, boosting can help generate interest and drive attendance for one-off events or promotions.
(3) Results – Boost posts will appear in the news feed, but you can control ad placement with Facebook ad campaigns. As a result, results may vary because engagement in the messenger will be higher than in the news stream.
Tips and tricks on boost Facebook posts
Dos:
- Identify your target audience and choose the appropriate targeting options available.
- Choose a post that has already performed well organically and has engaged your audience.
- Set a budget that is appropriate for your goals and audience size.
- Monitor your boosted post’s performance regularly to ensure it is meeting your goals.
Don’ts:
- Don’t boost posts that are irrelevant or not performing well organically.
- Don’t target too broad of an audience, as this can lead to lower engagement and wasted ad spend.
- Don’t rely solely on boosted posts for your advertising strategy, as a diversified approach is typically more effective.
- Don’t forget to comply with Facebook’s advertising policies and guidelines to avoid any penalties or account restrictions.
In conclusion, Facebook’s algorithmic improvements have resulted in a reduction in organic reach for businesses and brands on the platform. To combat this trend, small business owners and entrepreneurs can use Facebook’s Boost Post tool to expand the reach of their content to a specific audience.
Boosted posts can increase visibility and engagement, particularly among users who are not yet following your page but may have an interest in your business. However, it’s crucial to consider your advertising goals and scenarios to determine whether boosting a post or executing a Facebook ad campaign is the best strategy for your business.
