Let’s start at the beginning - what is boosting?

Basically, by boosting a post you are putting money behind your content to try and increase reach and is just a less complicated Facebook ad campaign (i.e. the campaigns you create in the Ads Manager interface). You can do it directly from a post itself on Instagram or Facebook without having to delve into Ads Manager at all, you just follow the simple steps. 

Boosted posts focus on maximizing visibility for that one, single post and getting as much engagement on it as possible. 

The targeting options you get are much more limited than when you create a targeted ads campaign BUT you may see some decent results. You don’t want to be pumping big budgets into boosting though – if you have the budget, you should be using Ads Manager to create campaigns to maximise your budget.  

Boosted posts are a short term option – remember all you are doing is improving the REACH of the specific post you are boosting.

I’m not against using the boost button from time to time and the main reasons I would do it would be to Boosting posts can be good for:

  • Making big announcements, like the release of a new product or service, or a grand opening with the aim of gaining as much engagement and visibility as possible
  • Building social proof (i.e. gathering lots of nice healthy engagements on a post…which I would then reuse in a targeted ads campaign at a later date!)

It is a simpler way of putting money behind your content BUT remember simpler doesn’t always equal better! 

You can’t build a longer term strategy around boosting posts and you are just not going to get the same results.

And strategy really is the key. 

  • When you create ad campaigns, you can set a clear objective that aligns with your wider marketing or business goals. 
  • You can create powerful highly targeted audiences.
  • You can measure your results, refine and test new audiences, ad creatives and/or messaging. 
  • And with every campaign you run, Facebook is learning more and more about your target audience making it more likely to be seen by the right people.

So when your finger is hovering over the boost button, think about what it is you want to achieve and if it is the best use of your budget OR if it is time to get more strategic.

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For any advice and support with Facebook and Instagram Ads for your business - from training to management - contact Glow Social. today on 07876136311 or emma@glowsocial.co.uk.