Why You Should Stop “Boosting” Posts on Facebook
This article from Social Media Today argues why brands should avoid “boosting” posts on Facebook because the group of people that will see the content won’t be as likely to interact with it in a meaningful way. Rather, brands should focus their funds and attention on Facebook Ad Manager in hopes of reaching more of the right people with more fine-tuned targeting.
Companies are slowly learning that a budget for paid social media is critical when it comes to overcoming the algorithm. This is quite common on Facebook, and many brands seem to opt for “boosting” posts in hopes of reaching more people. As it turns out, boosting posts may not be the best option when it comes to business value. Boosted posts are only delivered to those registered users that fit in the general “target” you have selected (location, age, gender, etc.). I never knew just how broad the scope of boosted post targeting really was. In reality, brands just tend to click the “boost post” button next to their post because it is convenient and takes minimal effort.
However, in order to gain real “business value”, as in making your paid social media be more effective in terms of your business objectives, brands should take the time to learn and explore Facebook Ads Manager. Not only do Facebook Ads let you target by broad demographics, but you can also fine tune your targeting further with options like language and behavioral targeting. You can also schedule ads, choose “bid types”, control the frequency, analyze ROI and so much more.
I don’t think that boosted posts are a waste of money, however, because it’s better to do this than allocate no money to social media it at all. But, I definitely think any brand’s money could be better spent through Facebook Ad Manager. All it takes is a bit of learning to get the process right, and this article conveniently has a simple step-by-step guide on how to develop a paid social advertisement through this platform. I know that this knowledge could be so critical to brands, especially those that are just stepping into the realm of paid social. Overall, even though Facebook Ads Manager is more time consuming than just pressing the “boost” button, I really think that this method is more effective in the long run when it comes to conversion and click-through rates.
Read the full article here: https://www.socialmediatoday.com/news/stop-boosting-facebook-posts-do-this-instead/531787/
