How Do Facebook Boosted Posts Work? | Tips & Benefits
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Social Media Toolbox: Give Your Facebook Content A Boost

Posted in Search & Social — July 1, 2014

facebookIf you manage at least one Facebook page for your business, or perhaps for clients, you’ve likely heard and read plenty about the declining reach of posts from Pages. The discussion began last fall, and Facebook confirmed the suspicions in December. Then last month, Brian Boland of Facebook’s Ads Product Marketing team explained that pages were likely to see further declines in organic reach.

As your News Feed becomes more crowded with online quizzes, photos of your friends’ lunches, and yes, ads from fellow brands, competition for eyeballs will continue to increase. So how do you grab as much coveted News Feed real estate as possible without breaking the bank? Consider giving Boosted Posts a try.

Any content you’ve posted from your Facebook page can be “boosted” to reach additional users. Budgets can be as little as $5, and in addition to reaching more of your current followers, your post will be served to “friends of fans” or can be targeted to users with specific interests. Get started by clicking “Boost Post” in the lower right corner of a post on your Timeline.

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After clicking the “Boost Post” button, you’ll see a pop-up with options for boosting your post. Click the down arrow to select your budget based on the number of followers you hope to reach.

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Default targeting will display your post to “People who like your Page and their friends.” Clicking “People you choose through targeting” allows you to target users based on specific interests, location, or other demographic factors.

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So does a $15 or $20 budget really have an impact? FINE client Avanti Press invites their Facebook community to write a caption for a photo each week. We’ve used Boosted Posts to reach a greater share of the Avanti Facebook community while exposing engaging content a new audience at the same time – all for a very modest budget.

Reach and engagement statistics are displayed at the bottom of the post for the duration of the boost period (default is 24 hours).

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After the boost period is complete, clicking the “See Results” button opens a window with additional analytics.

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This particular post reached 2,736 additional users after it was boosted for $15, resulting in 16 new comments and 6 new shares. Even if Avanti elected to boost only their caption contests each month (typically 4 of them), a total cost of $60 fits into even the most modest monthly marketing budgets. For brands with much larger budgets looking to reach thousands or millions of users, boosting key posts can be an effective way to increase the reach and engagement for important content – and re-gain some of that lost organic reach – at a relatively reasonable cost.

Have you used Boosted Posts? Let us know in the comments if your results have been similar.

 

4 Comments

  1. I still do not understand how much I will be charged if My budget is $5 and I wanted to post only for 1 day??? I was under the impression I would not be charged per click or comment or any anything other than the one time charge of $5. I have been reading horror stories about people being billed over and over and/or being billed for the amount of clicks.
    Also, when I checked my billing area of my page it said I chose to boost from 12/24/14-12/30/14…This is absolutely untrue!!!I chose to boost it one day 12/29/2014 at 10:39 to end today 12/30/14.

    Posted by Laurie West, December 30, 2014 | Reply

    • Hi, Laurie. When you click “Boost Post,” you’re presented with several options. First, select or manually edit the amount you’d like to spend. This can be done by editing the default amount that is displayed or be selecting a different amount from the list of options. Once you select your budget, double check the “Duration” section below the estimated reach and make sure to select “1 day.” With these options selected, your post will be boosted for $5 for a period of 24 hours. Also, you will not be charged per click/engagement when using the “Boost Post” option. Hope that helps!

      Posted by Nerbonne, January 2, 2015 | Reply

  2. The one thing we’ve see with staggering results is that when we boost in Spanish vs. English (we host a dual language site) we see an astonishing difference. For the same $20 on each boost the Spanish got over 65,000 impressions compared to barely 3,000 in English. The LIKES and adds to our mailing list was also a drastic difference.
    I landed on this page trying to better understand what the Boost Stats mean. How is it even possible for the same $20 that one would be that much higher than the other?

    Posted by Larry, January 23, 2016 | Reply

    • Wow, that certainly is a huge difference in impressions. Facebook has said that the average Facebook user has between 1,500 and 2,500 “stories” available to be served to them (based on their friend connections and page likes) anytime they log on to Facebook.

      In the scenario you described, I’m guessing that the pool of users who have specified Spanish language only has far less available stories, thus the higher reach. Thanks for the comment, Larry. We’ll have to test this ourselves to see if we get similar results.

      Posted by Nerbonne, February 10, 2016 | Reply

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