Facebook Boosts: How To Be More Audience-Specific
Is your brand on Facebook? There's no doubt you've noticed that simply posting content won't get you great results. The Facebook algorithm is constantly changing, to deliver more relevant and engaging content to their users. Unfortunately, that means that organic reach for brands on social is practically non-existent.
The 'Boost Post' function of Facebook is a great way to get your posts past this algorithm. Boosting your posts increases the reach (how many people see the post), and pulls it into the primary Facebook feed - a post that isn't boosted has practically zero chance of being shown here.
WHAT IS A BOOSTED POST?
A boosted post is a regular post on your Facebook page (note: not ads managed in Ads Manager), that can be pushed out to a wider audience through payment. These appear in your feed as 'Promoted' or 'Sponsored' posts, depending on the ad targeting.
HOW TO BOOST:
To boost your post:
1. Log into your Facebook account that manages the brand/business page.
2. Head to your page. You'll see a prompt up the top of your page to 'Go to Business Manager'. Click on the word 'Business Manager' to gain access to your page.
3. Prepare to post. You'll notice a button in the bottom right corner that says 'boost'. If you boost before publishing, you won't be able to see a preview of your post. For that reason, we prefer to boost once we've published our posts.
4. Once your post is published, allow a few hours for it to gather it's organic engagement. We recommend coming back to it in 1-2 hours.
5. When you're ready to boost and your post has gathered a few likes/comments, find the 'Boost Post' button on your post.
6. Once you've clicked that, we'll look at targeting.
TARGETING YOUR BOOSTED POST:
1. The first option you'll see is whether or not you'd like to add a button to your post. This is your call to action if you are wanting your audience to make a conversion of some description. It could be downloading an e-book, learning about a movement, etc. The button is optional, so if you are merely wanting to increase your exposure, you may not necessarily need one.
2. Your next option is 'Audience Selection'. This gives you the opportunity to share your post to as broad or as niche an audience as you need. To begin, click on 'People You Choose Through Targeting'.
3. Once you've selected the location, age and gender of your desired audience, scroll down to 'Detailed Targeting'. From here you can select more specifics. For example, if you are looking to show on the feeds of small business owners, you can type that into the field and the closest results will show up.
4. Once you're happy with your targeting, click 'Save'.
BUDGET, TRACKING AND PAYMENT:
1. The budget feature on Facebook is pretty easy to use. Simply put in a dollar value and they will estimate the reach your post will receive on that budget. We recommend spending at least $10 on a post, with important posts having higher values placed on them.
2. If you have an Instagram account which is linked to your Facebook page, you should see a check-box that says 'Run This Promotion on Instagram'. We recommend ticking this to ensure your exposure's increased on both platforms.
3. If you are tracking your posts' success in terms of conversions (add to cart, checkouts, page views), you should be using a Facebook pixel. If you're not sure what this is or how to get one, we recommend asking your web developer/marketing company to assist you.
4. Your final step in boosting is setting up the payment method. Underneath the 'Payment' option, you should see either an existing credit card linked to your account (with an option to change) or an option to add one. Once you've filled out your billing info, you're good to go!
Click boost and enjoy seeing your engagement soar!