Boosting to Better Facebook Engagement
If you manage a Facebook page, chances are you have seen the ‘Boost Post’ button. If you have ever used this feature, you have either come to love it or absolutely hate it. I hear both sides: some people talking about the amazing success they have been having boosting posts, while others complain that boosting their post does nothing for the engagement of the post. The truth is content plays a large role in the engagement of your post. Boosting the post only increases the number of people that are going to see it. If the audience is not interested in the message, the engagement may not be the best.
That brings me to one of the most frequent questions I am asked when discussing how to boost a post.
How to Boost a Post on Facebook
When Should I Boost a Post vs. When I Shouldn’t?
This is going to be up to your judgment. If you want more people to see a post, boosting it is a good idea. The content of the post is going to make the difference when it comes to engagement. I have had posts that had a total budget of $300 and were performing much worse than posts that were boosted for $25. In that case the $300 boost was paused and the budget was allocated to a better performing post.
How often should I boost Facebook posts?
This is going to depend on how often you post, whether you have multiple audiences, and again your judgment about your content. If you post once a day you could reasonably boost every single post. If you are posting more than once per day, I would suggest selecting one post that you feel is the most valuable to your audience and boost that one. If you post more than once per day and intend on the posts reaching different audiences, then you may consider boosting more than one post per day since you are not going to be targeting the same people with each ad.
If you notice posts that once got amazing engagement becoming a ghost town, you may be boosting too much. Try dialing it back a little bit and see if that increases the interest again. In my experience people do not mind seeing a boosted post as long as it relates to their interests. When they see too many boosted posts from the same advertiser, some people can get a little annoyed.
How much should I spend when boosting posts on Facebook?
This is 100% up to you. When you consider boosting your posts I suggest setting a monthly budget. On a low end, consider $100 per month, which will give you roughly $25 per week to increase the engagement of your posts. If you are posting five times per week you can allocate $5 per post if you wanted to distribute the budget evenly.
If you are not boosting every post you make, you can use larger amounts per post. As I state in the video, I would suggest starting off small, using $1-$5 boosts to test the waters, and if you like the results then put a larger budget towards the post.
Boosting posts on Facebook can be frustrating if you are not seeing the results you are looking for. If you find yourself not getting the engagement you think you should be, feel free to reach out to me with your questions.