One of the most common questions I’m asked is: should I boost my posts on Facebook? It’s a great question. That blue button must have made Facebook a ton of money.

If your post is performing well, Facebook encourage you to boost it to reach even more people.

If your post is performing poorly, Facebook encourage you to boost it to help it reach more people…

It’s no wonder lots of people have questions about boosting posts and whether it’s worth it or not. It can be a little overwhelming, especially if you’re new to the Facebook ads game.

There’s a lot of strong opinions out there on boosting posts. Some people think they’re amazing. Some people say they’re a waste of time and money.

My thoughts? Neither are true. Boosting can be fine if there’s strategy behind what you’re doing. But I do see entrepreneurs and business owners waste a lot of cash boosting posts here there and everywhere, with no real thought behind it.

In this article I’m going to talk about the differences between boosting and promoting posts through the ads manager. I’ll also share my tips on when to use both of them.

Why pay for posts on Facebook anyway?

You’ve probably already experienced the decrease in reach for organic content on Facebook pages.

It’s turned Facebook into a ‘pay to play’ platform, much to the dismay of many marketers and business owners. However, we should see it as an opportunity.

Facebook provides us with the best advertising platform available today. Do you really expect that to be free?

You don’t need to boost or promote all your posts.

It really depends on your goals and audience.

I’m a big advocate of only boosting or promoting posts that have performed well organically. I use my Facebook feed as a testing ground for my content. Once I see a vlog that’s doing really well, I boost that… adding fuel to the fire.

Free Facebook advertising blueprint: Click Here to download the exact formula we use for our Facebook advertising campaigns.

What are Facebook boosted posts?

A boosted post is a post from your business page that, for a fee, can be served to more people. The amount you spend depends on how many people you want that post to reach.

The boost button on Facebook allows advertisers to reach new audiences.

It’s very easy to boost a post on Facebook and as I said, they actively encourage you to do it.

You’ve probably seen the notification that says “Your post ‘xyz’ is performing 95% better than your other posts…”. This makes it very easy for people to waste their cash.

Every £3, £7, £10 soon adds up!

What are Facebook promoted posts?

The other way to ensure your posts are seen by more people is to use promoted posts. Using the ads manager you are able to create an ad from a post on your page.

To create a Facebook sponsored post, visit the ads manager and click on create advert.

Then click on the engagement objective and ‘post engagement’.

Creating a Facebook Promoted Post in the ads manager

The next screen then takes you to the audience, budget and scheduling screen. This is where you can use the more specific targeting, pricing and bidding options. You don’t get this with boosting posts.

Simply put, with promoted posts, you are still technically ‘boosting’ them. You’re just doing it through the ads manager, which gives you a lot more capabilities for targeting, pricing, optimisation, testing etc.

Something important to note here: by selecting the engagement objective, you’re telling Facebook that’s what you want. Likes, comments, shares.

But I know for a lot of you, you’re going to want clicks and sales.

If you do want clicks through to your website or sales (conversions), then you’ll want to select the traffic or conversions objective. You can still choose the post from your feed. The only difference is Facebook will understand what your goals are better.

How do I know when to boost and when to use promoted posts?

Many social media and digital marketers will tell you to stop using boost posts.

But there’s nothing wrong with them if you know why you’re using them.

Just understand that by boosting your posts, you’re telling Facebook you want engagement, not sales/traffic. If that’s what you want and you’ve got saved audiences you want to target, then by all means, boost away!

Or maybe you have a large following of relevant fans but your posts just simply aren’t reaching them, spending a little to ensure that post is seen by all your fans can be worth it.

Free Facebook advertising blueprint: Click Here to download the exact formula we use for our Facebook advertising campaigns.

Like with everything, you’ve got to look at your audience and goals. Would it make sense to boost your post or use promoted posts to reach a larger audience? Hopefully this article has given you everything you need to know, so you can make informed decisions on what option to use.

As I say, both boosted posts and promoted posts have their place. Just ensure you think about what one will give you the best chance of succeeding (based on your goals).

Gavin