Why You Should Stop Boosting Your Facebook Posts

From limitations in audience to inability to split-test ads, there are better ways to pour your marketing dollars into Facebook advertising.

When a post is starting to gain traction or you’ve got a particularly evocative image with a clear call to action, the offer to “boost post” from Facebook seems like an easy option. In one click, you’ve expanded your reach. But is boosting a post really the best way to go? It turns out, no. From limitations in audience to the inability to split-test ads, there are better ways to pour your marketing dollars into Facebook advertising.

Here are 4 reasons why you should stop boosting your Facebook posts:

Restricted Audience

When you boost a post, the targeting options provided by Facebook are limited to people who like your page, their friends, and people chosen by targeting. Targeting is good, but the ability to specify a target audience through boosting is dramatically limited compared to the features available through Facebook ads.

The problem with the option of people who like your page and their friends is those categories are too broad. If your company offers a wide range of products and/or services targeted for different audiences, you are missing out on a valuable opportunity to promote the product to the people who need it most.

For example, if you have a supplement company that sells vitamins and supplements, a post about a multivitamin for women over 70 that goes out to your entire audience will not interest the majority of followers. Likewise, an early childhood supplement should be targeted to a different audience. 

If your business has brick-and-mortar stores in three locations in Texas, you will also only want to promote to people within a specific geographic radius of your locations and not to people who like your page but live in Pennsylvania. When you boost a post, you lose targeting opportunities.

Inability to Split-Test Results

Split-testing is the most powerful tool in a marketer’s toolbox. While two ads may look equally good, one might outperform the other by 100% or more. In some political campaigns, split-testing revealed one ad that brought in hundreds of thousands of additional donation dollars over a similar ad. Without split testing, that is money left on the table. 

If you boost a post, you have nothing to compare its performance against. This means that valuable insights about which parts of the ad resonate with your audience aren’t available. If the boosted post doesn’t perform well, you can’t learn from it to improve.

If instead, you split-test two Facebook ads, you are able to compare performance, metrics, and resonance to learn what works and what doesn’t for your audience. 

No Specific Target

When you boost a post, you throw out specific goals and just take a shot at going viral or increasing reach. While this can certainly have some effect, what is the end result? Facebook only cares about increased exposure. It doesn’t matter whether those who see the post will ever purchase your product or are even interested in it. It is taking a shot in the dark. 

Marketing should have specific, measurable goals. Whether that is to drive sales of a specific product or increase traffic to a landing page, a successful marketing campaign will have a specific target. Without a specific target, overall increase in exposure is usually money better spent elsewhere.

Boosting is Less Effective than Targeted Ads

From the previous three points it is clear: boosting posts is not the best way to build reach to the audience who will become customers and drive revenue. The final reason not to boost Facebook posts is because there is a better way that is nearly as easy. 

Facebook ads address the limitations of boosting posts. With Facebook ads, you can set a target audience based on age, geographic region, gender, interests, ethnicity, income, and more. This fine-tuning lets you reach the audience who will resonate with your message and respond to your CTA. 

In addition, you will be able to split-test ads and pull the ineffective ones and continue to improve the best performing ads until you have an effective campaign that gets results. Finally, you can include a specific CTA in your ad and pixel tracking to measure performance and response rates to achieve your marketing targets and build your brand.

In Summary

There are better ways to grow than boosting Facebook posts. The results are rarely worth the gamble. Facebook ads give you the power of targeted marketing with greater precision and targeting. 

In addition, maintaining a business blog and social media presence across platforms can help to increase company reach and brand awareness. Continually improving brand messaging to resonate with the audience and split-testing for improved results will drive growth far more than a boosted post.


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