One of the questions I’m asked by my clients quite often is, “Should I use the Facebook Boost Post button? Is using the Boost Post button a good idea to get more visibility for my business, or is using it a colossal waste of money?” I’m going to answer those questions for you in today’s video and, to be honest, the answer to both the questions, is it a good idea or is it a waste of money, is yes.
It all depends on how you intend to use the button, so I want to explain to you when it’s a good idea and when you should pass on it.
The first thing you need to understand is that using the boost post button is, in fact, running a Facebook ad. It’s just a very specific type of ad. If your objective for running the ad is in alignment with the way the ad is set up, then the answer is that it’s a good idea. If it’s not an alignment, then it’s going to be a waste of money.
So How do you determine if this is a good idea for you? It’s really quite simple…
First of all, you need to understand how the Boost Post button came about. It was created by Facebook because there were business owners who were going to Facebook saying, “I really need an easy way to get more people to see my stuff. I’m posting on Facebook and not as many people are seeing it and I don’t want to have to hire somebody to run ads. I just want an easy way to get my stuff in front of more people.”
So Facebook created the Boost Post button and it is an “easy” button ad. Like any other kind of easy button, it is a shortcut, and when you’re taking a shortcut, you’re eliminating steps. Sometimes that’s a good use of your time and sometimes the steps that you’re eliminating are pretty important and that is often the situation with the boost post button.
When you set up an ad for Facebook in the Ad Creation tool or the Power Editor, the very first thing you do is tell Facebook what the objective is for the ad. It might be driving traffic to your website, getting them to click on a link. It might be getting more likes for your page, getting more engagement on a post, more video views. Or maybe it’s a conversion, meaning, getting people to give you something. A lot of times that conversion is getting them to give you their email address in exchange for a freebie that you’ve created for them, but sometimes that conversion is actually get a sale.
What is your goal?
With the easy button Boost Post ad, Facebook has baked into that ad that the objective for it is more engagement. It assumes that when you use the Boost Post button, your goal for that ad is to get more likes, comments and shares on your post. If that’s not your objective, then you’ve cut out some steps that were pretty important.
If your goal was to get people on to your website or to get people to opt in for something and you used the Boost Post button, your results may not be what you were hoping for. That’s you are reaching out to a Facebook ads expert saying, “I don’t understand what happened. There are all these likes on the post and people commented on it. Some even shared it, but nobody opted in. There’s not even really traffic to the landing page, so why were they clicking Like if they weren’t going to opt in?”
The reason is because Facebook thought your goal was to have them click Like. When you create an ad, Facebook will look at the objective you set for the ad and it will go out and find the people who are most likely to take that action.
When you set up your ad, you determine your audience. Let’s say that you had 100,000 people in your audience that you wanted that ad to shown to. Then you told Facebook what your budget was. Let’s say you told them that it was a $50 budget. Facebook then looks at the audience that you have, the competition for that audience, and your budget. Let’s say Facebook said, “Okay, for $50 we can show this ad to about 15,000 people.” They’re going to take that audience of 100,000 that you’ve created and find the 15,000 people who are the most likely to take the action that you wanted based on the objective that you set for the ad.
Now, they can’t read your mind. They don’t know exactly what you want, so they’re going by the objective that you’ve set when you set up the ad. When you use the Boost Post ad, that told Facebook that what you wanted were likes, comments and shares. Out of your 100,000 people that you’ve created this audience of, Facebook went out and found the 15,000 people who are most likely to click the Like button.
We all have those friends on Facebook that click Like on everything. Well, those aren’t the people that you really wanted to see it. You really wanted the people who are actually going to go to the landing page and opt in for that free offer to be on your list so that you can continue to market to them later. That’s why you were spending the money on an ad. Do you see the mismatch that happens?
Brand Awareness Button
Now that you understand the ad objectives and you understand what happens behind the scenes as Facebook narrows your audience, it will help you determine whether it makes sense to use the Boost Post button. I want you to think of that button not as boosting a post, but think of it rather as the Brand Awareness button because that’s really what you’re getting from it.
You are getting increased visibility, but really what you’re getting is name, face, brand recognition as it gets it out in front of more people. You’re not necessarily getting the objective of sales or opt-ins. When you think of it that way, it’s pretty easy to determine whether or not the Facebook Boost Post button makes sense for you.
Now, there are a couple of caveats to that. First of all, the people that have liked your Facebook page have established a relationship with you. They have seen your content before, they’ve read things from you, they’ve watched your videos. They’ve gotten to know you and, chances are, they’ve gotten to know, like and trust you. That means that you’re a trusted resource. You’re like a valuable friend to them, so anything that you put in front of them, they’re more likely to click on, to play, to listen to because you’re a trusted resource.
If you’re using the Boost Post button only to the fans of your page, not fans and friends, not other targeting, just to the people who are fans of your page, then it’s not such a bad thing because those people are likely to take whatever action you wanted anyway. They’re likely to play your video, they’re likely to click your link, they’re likely to opt in for whatever you have to offer because they already have that relationship with you. That is a situation where I’ll say, okay, it’s not such a bad thing if you really quickly just wanted to get it in front of more people that like your page, so that’s one caveat.
The second is that if you understand the way engagement works for Facebook and why it’s important that you want to get engagement, then you can see some situations where using the Boost Post button makes sense. The more engagement that you get in likes, clicks, shares, comments, all of that kind of stuff, every single one of them, think of it as a vote of confidence to Facebook about your page, your content and your business. The more votes that you have on your content, Facebook says, “Oh, okay. Well, she’s posting some pretty good stuff. People seem to like it, so we’ll show it to more people” because they’re really striving to show you things that are relevant for you.
If you’re showing that you have relevant content, they’ll tend to show it more for free. That means if you’ve got a big launch coming up a couple of weeks before you may want to pick a post each day and throw $3 to $5 at it in order to drive the engagement up. Getting more engagement on those posts means that the things you post during the launch are going to be seen by more people without running an ad.
It’s sort of priming the pump for your big ad. Not only are you driving up the engagement, but you’re driving your brand awareness more. Those people who haven’t been to your page lately are going to start to see your face, see your posts, see your business name more often because of these boosted posts that you had. When they see it more often, it’s getting more ingrained in their brain. So when you make an offer to them, they at least recognize who you are and they’re more likely to pay attention to it.