Today I answer the famous question in Shakespearean style, and although some may probably disagree, my motto will always be that "nothing is written in stone".
Most of us who work in marketing recommend against using the tempting "Boost Post" button, and the main reason is that this tool doesn't allow us to scale or optimize ads, which is not cost-effective.
However, I think strategies are like diets and don't work equally well for everyone.
The Ads Manager interface can seem intimidating to many. Besides that, you might feel like you have to put in too much work creating content, and it's frustrating not to get the results you expect. If you didn't know, Facebook's organic reach is only 2% to 6%.
When we have a post that has had a good response, we immediately want to "boost" it to reach more people.
When you feel like that, the button is fulfilling its purpose, which is precisely to entice you to pay for visibility. There's a whole intention and psychological game behind that button, which is much easier to use.
So Brendaliz, am I doing something wrong by using post boosting? If you're doing it strategically and your goal is to improve the visibility and engagement of the post (likes, comments, and shares), my answer would be no, it's not wrong as long as you understand that it's not a long-term solution.
Follow these recommendations if you want to try this feature and always remember to measure the results.
1. Be clear about the objectives of the publication. Are you looking to increase reach, brand recognition, engagement, blog visits, or sales?
2. Don't let it run for too long. Keep in mind that even successful posts often see a decrease in performance when they are "boosted" for more than a week.
3. Narrow your audience. You have the option to create a custom audience for your boost posts. Many people tend to choose a broader audience, and this is a mistake you shouldn't make. Targeting a broader audience will reach more people, but not necessarily the ones who are important to your business.
4. Use your best-performing posts. A high engagement rate shows that the content was interesting to your audience, and followers are more likely to click on a post with 100 likes, 60 comments, and 42 shares than on a post with only 3 likes. Use the Facebook Insights platform to see which content performs best.
Finally, before pressing the button, verify that the post meets these requirements:
Does the publication have a purpose? Does the post have a clear call to action (CTA)? Does the post link to a strong landing page? Is the publication designed to generate sales? If the answer is yes, go ahead, try it and press the button!
Keep in mind that you need to measure the results to know if you achieved the goal or just paid for "likes".
Have you tried promoting posts before? How did it work for you?
If you need help, fill out the form and let's talk.