How Is Boost Post Different From Creating An Ad On Facebook’s Ad Platform?
There are lots of opinions and strategies flowing around on how to boost a post or if you should use boost post at all. I also saw, few experts who once said no to boost post are now talking about strategies on how to do it. No offense here. They have a valid strategy in place which is working for them. So, before you actually decide on if to hit on the boost post button or not, understand, for what it is made for and analyze if it suits you.
What is Boost Post and its History?
You will see a blue button on the bottom right corner, while creating a post or on the posts you already created on your Facebook business page. Clicking on it allows you to quickly create a Facebook ad of that post.
Way back in 2012, Facebook introduced this concept of promoting a post from your page which it later called Boost Post. The main idea of introducing this is to,
- Helping businesses reach more people on Facebook.
- Make the ad creation easy compared to creating an ad on its tools like ads manager and power editor.
- Since the organic reach has reduced over the past years, this boost post helps to reach more of your page fans.
- This Boost Post is to bring in more engagement. Engagement here means likes, comments and shares. That means, the posts which are boosted are optimized for engagement, to get more likes, comments and shares to the post.
How is boost post different from creating an ad on its ad platform?
Boost Post: It automatically optimized for Post Engagement.
Ad Platform: You will get to choose from 10 objectives. That means you can optimize your ad for any of the below objectives.
- Brand Awareness
- App Installs
- Lead Generation
- Video Views
- Product Catalog Sales
- Store Visits
2. Steps Involved / Time to set up
Boost Post: It takes only 3 steps to set up an ad. You will get to choose your audience, budget and duration of the ad.
Ad Platform: More options and customizations. It takes around 10 mins to set up your ad.
3. Target Audience:
Boost Post: You will get to choose from three options.
- People who like your page
- People who like your page and their friends
- People you choose through targeting.
- Audiences you choose through core targeting options
- Custom audiences through Facebook Pixel
- Custom audiences through previous post engagement
- Custom audiences through your external email and contact number lists
- Few more custom audience targeting.
4. Ad Placements:
Boost Post: No control over choosing the ad placements. By default, your ad goes on desktop and mobile Newsfeed. If you have connected your page to your Instagram account. You need to go to Page Insights à Promotions tab and edit the promotion to choose to run it on Instagram as well.
Ad platforms: You can choose where you want your ad to be placed. From the following placements:
- Desktop Newsfeed
- Mobile Newsfeed
- Right column
- Instant Articles
- In-stream videos
- Suggested videos
- Audience Network
- Native, Banner and Interstitial
- In-stream videos
- Rewarded videos
5. Ad Formats:
Boost Post: Whatever format the existing post is in, the same format goes in boosting as well.
Ad Platforms: You can choose to create a new post in any of the following formats also giving a full-page experience
- Single image
- Single Video
- Carousel Format
- Collection Format
6. Budgets & Schedule:
Boost Post: You can only choose the duration of the ad and allot the budget for that time period. You can’t choose your bid manually.
Ad platforms: You can set your budget either daily or lifetime (for the total duration of the ad). You can also optimize your ad for different ad delivery goals like Impressions, Daily reach, link clicks.
Click on the button right below the post on your Facebook page to Boost the Post.Go to Facebook Ads Manager Platform for many more possibilities with advertising on Facebook
Should You Boost Post Or Not?
When Facebook ad platforms have better options, should you still be using boost post? This is the very common question asked.
I say, there is no straight answer, but it depends on your business type and goals. But, I personally feel ad platforms are much better. And using boost post in combination with the ad manager tool will definitely be effective.
When Should You Boost Post?
In my opinion, When your post is doing well organically, you should definitely boost that post. Since, it is proved, it is the best content for your audience. And it helps you to reach more people.
Boosting a post gives much visibility. Ideally the post will be optimized for engagement, but you might also get brand awareness and reach to your post and page.
I don’t recommend boosting a post right after creating a post on your page. Give it some time to see the organic results. It helps you to see how it is performing. Also, Facebook will have some data on who is (kind of audiences) interested in this type of content to optimize your ad.
If you are using the Facebook ad platform to its full capacity, you will have the ability to create multiple custom audiences. You can then use the Boost Post to quickly set up an ad and use already created a custom audience. (You will not get a chance to create a new one here, but can use the already saved).
But don’t completely depend on boost posts when your business goals are drive traffic to your website or sell a product. You might need to look at traffic, conversions and lead generation objectives in this case.
If you are a physical store, ad objectives like reach, offers in traffic objective, store visits help grow your business than boost post.
Finally, when you boost a post, go to the ad manager to look into deeper analytics. Just not the one you get to see in the promotions tab in page insights. Looking into deeper analytics helps analyze your ad performance better. Simple example: breaking down the performance by the city, age group and gender.
In this workshop I’ll cover everything you need to strategize, advertise and measure your Facebook ad account. I have given a 4-page course structure for you to understand what you will get in the workshop.