It has become increasingly evident that Facebook’s organic reach is shrinking over time. This is due to the algorithmic improvements made by Facebook in order to create a more organic and rewarding experience for its users. This, however, has resulted in a reduction in the reach of businesses and brands.
Therefore, we’ve putted together this amazing guide on why and how can you boost Facebook posts for small business owners and entrepreneurs.
According to a Social@Ogilvy study, organic reach for Facebook sites has decreased to 6%. This means that if you have 10,000 Facebook page followers, only roughly 600 of them will see your organic postings.
If you want to improve your outcomes, depending just on organic reach may not be sufficient. Unless you have a sizable following, your posts may not reach as many people as you would like. This is where commercial advertising enters the picture.
One strategy for combating the trend of decreased organic reach is to use Facebook’s Boost Post tool. Boosted postings help your content reach new audiences by expanding its reach. You can also utilise a Facebook ad tool to improve the management of your Facebook ads.
Consider the goal of your post as well as your target demographic when deciding when to promote a Facebook post.
What is a Facebook’s Boost Post?
To expand the audience for your Facebook post, you can use the Boost Post feature, which involves using your ad budget to increase the post’s reach to a specific audience.
This option is available to all business page owners and offers a convenient way to advertise on Facebook without the need for Ads Manager expertise.
Boosting a post can significantly increase its visibility, including among users who are not yet following your page but may have an interest in your business. By selecting a post from your page’s timeline and clicking on the Boost Post button, you can easily use this feature.
According to a study by Hootsuite, boosting Facebook posts has increased organic reach by 34%.
Why “Boost Facebook Post” was introduced?
For most business owners in 2012, Facebook’s Ad Manager was confusing and difficult to use. As a result, Facebook introduced the “Promoted Post” tool, which makes it easy to sponsor content and reach a larger audience.
This enabled users to build an ad campaign directly from their page, bypassing Facebook’s ad infrastructure. The “Promote Post” option was later renamed “Boost Post.” With the reduction in organic reach and engagement rates of brand content, as well as algorithm modifications, Boosted Posts were developed to help marketers reach a wider audience.
Boosting a Facebook post is simple; all you need is a Facebook business page, business manager access, and a native post on the Page. You’ll also need an ad account because enhanced posts require a payment method.
How is Facebook Boost Post different from Facebook Ad?
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:
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.
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.
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.
