The Basics of Facebook Boostings


Back about 2 years ago, Facebook’s organic (unpaid) reach of your posts equated to 16% {on average}.  We are now talking 2,5-4%. This means that a large portion of your fanbase will not see the latest addition to your page and your hard work will go unnoticed. That sucks! But do not click off just yet.

If this year is the year of big guns marketing for your business,  Facebook boosting is the way to go.

But, boosting sucks!

I know many businesses have been disappointed with Facebook boosting. But why? I’ve talked to many business owners who found Facebook boosting about as useful as a king without a kingdom; a castle without a drawbridge; a fairytale without a villain.  You get the picture.

However, what they tried to boost (wasting their money in the process) were Facebook posts that didn’t perform well to start with.  There’s no use highlighting a video you’ve posted or a meme you’ve created, if no-one else really liked it in the first place.

Poor content doesn’t perform no matter how much money you pour into its boosting.

Before you decide to go on the boosting spree, decide on what you will be measuring such as demographics, time of the day when your page is at its busiest, likes and where they happened, unlikes and possible associated posts, etc. I’d also recommend going through your Facebook Audience Insights and if the Page is old enough, export different slices of data comparing the past tendencies.

Audience Insights - Boosting

Export Data - Boosting

Exporting Data - Boosting

Because data is gold!

What next?

Target the right audience

You can do this based on age, gender, location and interests you are after. For example; perhaps you are selling a product used mostly by women in a certain age group.  If you target them specifically, you can be more confident that your reach is not wasted on a demographic that has absolutely no interest in what you are promoting. You can also choose if you’d like to boost to just the people who’ve liked your page, or both them AND their friends.

Sometimes, especially when you are trying it out for the first time, your demographics will be very basic such as the country you want and a few interests.

Basic Demographics - Boosting

Other time, you’ ll go much deeper and use Customer Audience or Look Alike Audience. When you create a Lookalike Audience is created out of your list of your existing customers (exported from your CRM, for example) using ‘Custom Audiences’. Once selected, use Lookalike Audiences to find people that resemble that audience. Facebook will take your list and look for these people alike.

Custom audience - Boosting

Boost your winning updates

Facebook Insights - Boosting

I mentioned earlier that poor content even boosted won’t work well. It’s always important to watch your page’s analytics (which you can find under the ‘Insights’ tab) before deciding what to boost. Something will definitely stand out. Have a browse.

At this stage, you can also choose the budget for your boost, your run dates and the boost’s duration. It may be wise to choose a duration that is more lengthy than a day or two.  With so much information being shared on any given day, you want to make sure your boosted post is noticed by as many people as possible.

Moreover, when you are boosting your content, it goes into the pool of bidding; and the auction begins. Sometimes, you’ll be competing with someone, for example, having more money or with better content and your ad will perform differently than any other day when different bidders are online. We are talking, a few billions of bids a day so if you think you can call in to the Facebook HQ and demand they tell you when is the best time to bid, you might not be very lucky. But let me know if you are – I’ll pay you for this sort of info. If you want to understand how Facebook advertising auction works, you may wait for my next blog coming soon or just research it yourself now.

Play by the rules

Quality is a big deal on scial media.jpg

It’s also important to note, that you need to adhere to Facebook’s Advertising Policies. These include stipulations on using text on images, age-restricted material, prohibited content, etc.  There’s nothing worse than taking the time to create a post that won’t be accepted because you failed to do the research on what’s allowed.

This is a little bit of a vicious circle. You see, if your advertisement content isn’t good and consumers who view it don’t like it and maybe even ‘hide’, ‘flag’ it and/or use Facebook less (over time) which means that advertisers and business owners get less eyeballs for their buck which means they advertise less bringing less money into the Facebook’s pockets. You see, it is in the everyone’s interest to keep up the great work and follow the rules.

If you are unsure what to post on your social media channels, download my 33 ideas.

33 Social Media Ideas for Your Business - content queen