To do or not to do? Brands, content creators and influencers have been boosting their posts since Facebook initially launched the new function. If you’re looking to increase your engagement and visibility but Is Boosting Your Facebook Posts Worth It?

What Is Boosting A Facebook Post?

The year of 2012 saw the introduction of Facebook’s easy-to-use tool to sponsor your posts. Facebook Advertising made it easy for pages to run ad campaigns from the platform, without leaving your page. Basically, you give Facebook a certain amount of money and they will show your post to targeted groups. Based on the amount of money you invest, they show that piece of content to a limited amount of people. 

Over the years, Facebook ads received plenty of updates which enhanced the user experience and made the workflow easier. 

So why is boosting posts such a staple in the marketing strategy in our current times? It all has to do with the changes Facebook and other social platforms have made in favour of the user. 

That’s right. The algorithm was tweaked to give less priority to content made by businesses, news sources and publishers. So where has the priority shifted? Towards friends and groups. This is a more understandable change because having a feed flooded with pages you liked rather than real known friends, it’s a turn-off. 

So this change was proven to be good for the user while bad for most pages. 

There is another way of looking at this change which benefits Facebook, and that is pushing brands to invest in ads. 

What Happens When You Boost Your Post?

Boosting your Facebook post exposes your content to users based on your selected audience target, budget and objectives. A boosted post will last depending on the duration selected. 

Essentially, you’re paying for others to see your post(s). If your business is looking for higher engagement, visibility and growing your audience, then this option is right for you. It’s important to keep in mind that boosting is not the same as creating ads. 

When you boost a Facebook post, you’re using your money so more users will be shown that post, thus increasing the engagement rate.

Boosting is different from ads, as there is a lack of targeting options and Facebook does most of the decision process for you. So what about the advantages and disadvantages? 

Advantages

Exposes Your Post To The Platform Of Facebook

As Facebook is the largest social media platform currently, with over 2.4 billion users, every brand wants a piece of this. India is the leading country with the most users, so of course businesses would want to take advantage of this market. 

Having your post reach the maximum amount of people is dependant on your targeting options, the duration and the budget you have allocated. The bigger the budget and longer the duration, the more reach you will generate. 

Targeting

Boosting a post will allow you to control who is able to see your posts. Such targeting factors include behaviour, interests, geography and other demographics. These demographics are extremely vast. With these options, brands are able to reach untapped audiences. 

Disadvantages 

Financial & Time Investment

It’s easy to say that boosting a post on Facebook is simple but making posts which follow the criteria is where things become to get difficult. Like everything, money and time are needed. In this case, background knowledge of what is and is not allowed and conforms to Facebook’s policy. 

Why Pay For Others To See Your Posts? 

This is a question often asked by brands. Why should they pay for others to see their posts? Pages say it helps build their brand in the long run but the same case can be argued in the other way. If your content is consistent and is highly sharable, then paying money to increase its reach isn’t always the best of options

The Verdict

The consensus is that running Facebook ads are of great importance for businesses to grow and generate positive returns. Yes, there are a lot of trade-offs when it comes to Facebook ads such as lack of control over your campaign’s targeting. Creating posts conforming to the criteria of Facebook’s guidelines will end up eating the majority of your time. 

There is also the question of whether paying is worth it. This is a bag of mixed opinions because different people have different mindsets. Some may it absolutely is not worth it due to the fact that Facebook Ads exist. Others say it’s integral to brand building. But after examining all the facts, up and downsides, the verdict stands as no, boosting your posts are not worth it. 

So, what is the reasoning behind this statement? The alternative to boosting your Facebook post is creating an ad through the ad manager. Here you get more customizable options to more precisely target users. 

This is where performance marketing comes in and data-driven practices begin to take over the industry. Performance marketing focuses on sales, rather than reach and impressions. However, there are clearly two sides to every argument. 

Some brands are prioritizing branding, so they prefer brand recall, but at the end of the day, sales are the most important. So are you looking to know more about performance marketing? Then check us out, one of the leading performance marketing agencies in Mumbai!