In early 2013, Facebook introduced the boost post feature to advertisers to reach more people and expand beyond your normal, organic reach. By this Article, I’m sharing why you Never Boost Your Facebook Page Posts.
In the early stages of Facebook Ads, before the Facebook pixel even existed, businesses were receiving massive amounts of organic reach on every post they uploaded. Followers were growing at a faster rate than you could imagine. Then something started to change. Posts started getting less reach and the number of likes and comments per posts started to decrease gradually.
Later, at the beginning of 2013, advertisers started seeing an option to boost their posts. It was the first step in the pay-to-play model where Facebook started limiting organic reach and charging advertisers if they wanted to interact with their followers on the platform. In addition, boosting a post also offered a simple way to expand the overall reach of the post and a cheap way to get likes and comments.
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. It is the simplest way to advertise on Facebook. Boosted posts differ from Facebook ads because they are not created in Ads Manager and don’t have all of the same customization features. Facebook ads are created through Ads Manager and offer more advanced customization solutions. Where a boosted post may initially optimize for Page likes, comments, and shares or overall brand awareness, Facebook ads can optimize for app installs, website conversions, video views, shop orders and more.
Huge companies like Nike, Adidas, pharmaceutical brands or political movements might be willing to pay purely for likes and comments. Depending on the industry, the value of social proof on ads differs and is not always proven to create better performance. Facebook builds a profile about you. Every time you click like, every comment you write, every page you visit, every product you purchase, Facebook tracks it. They use that information to create extremely complicated targeting profiling to allow ultra-precise matching so advertisers can reach relevant users. Facebook categorizes users into three groups based on behaviour and user characteristics:
Engagers – mostly engage with ads (click, share, comment, or like)
Clickers – Users who are likely to click on the ad to the website/app at the lowest cost.
Converters – The people who purchase and sign up for valuable stuff. The HOLY GRAIL.
When you select the “boost my post” feature, Facebook says that you want to reach the largest amount of people who are likely to engage with your post at the lowest cost possible. Facebook will look for the cheapest opportunities to get you the best results to meet your goal. Converters will be the most expensive audience since most advertisers want to target them.
DOUBLING YOUR LOSS
One common mistake that the advertisers make is retargeting irrelevant audiences. It’s a critical mistake to retarget someone who is not possible to convert. Because you end up paying once to engage them and a second time to retarget them in the ad. Imagine what else you could have done with that money!
Another common mistake is that advertisers create a lookalike audience of people who engaged with their ads and use that as a core source for their targeting. It is a way of finding people similar to your current customers that helps Facebook to narrow down audience size and speed up the performance of your ads.
While you create a lookalike based on the people who engaged with your ads, you are creating a group of people who are similar to the people who clicked, liked or commented on your ad, but not based on people who actually purchased or made a valuable action on your website.
Moreover, the performance and potential of lookalikes is limited and should not always be used. If you decide to use it, it should be strictly based on your customers or core audience.
USE CONVERSION CAMPAIGNS TO GET ENGAGEMENT
Boosting posts is not the only way to get likes and comments. You can also use regular conversion campaigns and promote your page posts directly on conversion objective campaigns.
In this approach, you will only get likes and comments from users who have a likelihood of converting or showing interest. While the cost per like or comment will obviously be higher but would be more valuable since you are not paying directly for the like or comment. You’re paying to promote a purchase or sign up for your product and getting the social proof as a bonus.
Boosting posts was introduced in 2013 as a part of the pay-to-play model where Facebook limited organic reach and offered advertisers the option to pay to boost their posts and engage with their followers. In addition, boosting a post is also offered a simple way to expand the overall reach of the post and a cheap way to get likes and comments. The problem with boosting posts is that it’s not conversion-oriented and it doesn’t drive many sales (if any). Many advertisers who boost posts hope to get sales and valuable traffic from this feature but end up getting truly social proof. The proper way to add social proof to posts is to use conversion objective campaigns and use the promoted post as an ad. This will result in advertising that is geared towards meeting your objective while gaining social proof as well.
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