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Top 3 Reasons Why Facebook’s ‘Boost Post’ Feature Will Not Help Your Marketing in 2020

May 13, 2020

Are you constantly looking for ways to promote your business on Facebook?

Then you have probably explored various tools that the platform has to offer.

One of these is the “Boost Post” feature.

This feature appears as the blue-coloured tab located at the bottom of your Facebook posts.

Its name alone is quite appealing especially to those looking to engage a wider audience on Facebook.

After all, who wouldn’t want to boost their posts with just a click of a button?

Boosted posts are ads that you create from posts on your Facebook Page.

The feature is one of the tools unveiled by Facebook to help marketers promote their business on their platform.

It was introduced as a way to extend the reach of your post outside the audience base that’s already following your page.

It certainly sounds like a sure way to engage more new audiences, especially since Facebook has been experiencing a sharp decline when it comes to the organic reach of posts.

Back in 2016, the social publishing tool SocialFlow reported a 52% drop in the organic reach of Facebook posts.

Since then, the organic reach on the social media platform has been declining.

Although major business pages have large numbers of followers that can protect them from this decline, smaller pages, or those that are just starting out, might not have the same fighting chance.

With this in mind, it’s very tempting to rely on the Boost Post feature to supplement your page’s reach on Facebook.

After all, it is still a very helpful tool especially if you are just starting out with your business’ Facebook page.

Although the Boost Post feature can work well for beginners, it is important to know that it is not the holy grail of marketing tools that Facebook has to offer.

Solely relying on this feature means that you will be missing out on the other great tools that you can use.

Most of these tools can be found in Facebook’s Ad Manager.  Yes, we know that diving into the world of Facebook ads can be a little daunting.

However, if you’re not willing to step out of your comfort zone to explore Facebook ads, then you will surely miss out on the opportunity to get your brand message across a greater number of Facebook users.

Ask yourself these simple questions first:

 

What do I plan to attain through my paid promotions?

Should I focus on getting more likes, comments and shares to increase my page’s engagement?

Do I want to drive new traffic to my website?

Do I want to convert my post’s engagements into leads by getting more people to sign up or purchase something on my website?

 

Answering these questions will provide you with a clear idea of how you’ll be able to take advantage of your Facebook ads.

Through properly managed ads, you’ll be able to differentiate between the traffic generated by your organic posts and the traffic driven by your paid promotions.

Differentiating between these two types of traffic will let you know if your ads are successful or not.

Now that you’re ready to embrace Facebook’s Ad Manager, you can finally stop contemplating whether you should use the Boost Post feature or not.

If you’re still not convinced, below are the top three reasons why the Boost Post feature will not help you with your Facebook marketing.

1. Boost Post Has A Very Limited Audience Targeting Options

The Boost Post feature is a beginner-friendly tool that will do what it is meant to do. However, this does not necessarily mean that it will perform its function efficiently.

Although it will boost your post, it will not always show your post to people who are interested in your brand or what you might have to offer.

Even if you create the most creative and engaging post, you still won’t be able to grow your business if you’re showing your message to people who are simply not interested in what you have to say.

Ads Manager, on the other hand, allows you to customise your audience by specifically targeting the demographic or group of people that you want to reach.

This will of course increase your chances of driving more traffic to your page or website.

It will allow you to present your message to users who already know you in some way or those who are already interested in topics that are related to what you’re offering.

Image A: The Create a Custom Audience lets you target users who you already have engaged it. These could include members of your customer list, website visitors or those who reacted to your Facebook posts.

 

Image B: The Lookalike Audience lets you reach users who are similar to your page’s audience or followers.

2. Boost Post Has No Real Analytics To Assess And Learn

Understanding and monitoring the analytics of your Facebook ads is one of the core principles of maintaining a successful marketing campaign.

These stats will let you know if you are accomplishing the goals you have set for your Facebook ads.

In other words, you’ll be able to know which ads are performing well in terms of the objectives you have set and which are failing.

Through real data, you’ll be able to avoid making the same mistakes over and over again with your ads.

Simply boosting posts, however, will not provide you with real data to see if ads are performing.

Image C: The Create Split Test feature lets you compare two of your ads to see which one will be able to deliver the best results.

3. Boost Post Distracts You From Your Marketing Goals

Do you still remember the questions we asked you to answer earlier?

Your answers to those questions will serve as your guide in creating Facebook ads.

They will constantly remind what your reasons are for creating each post or ad for your page.

The boosted post feature isn’t designed to let you optimise for specific marketing goals.

It is only optimised for engagement. It will get you likes, comments, and shares.

And that’s an OK marketing goal sometimes.

Despite these three reasons, using the Boost Post feature isn’t necessarily bad for Facebook marketers.

As we’ve said earlier, this features works well for those who are just starting out. It can also be an effective tool depending on your marketing goals.

But, if you want to take on a more serious approach when it comes to growing your business using Facebook Ads…  you should avoid solely relying on this feature.

 

Deep dive with one of our Hive’s Facebook Ads Experts to see how, when implemented correctly, they can turn your business into a sweet customer magnet.

At Digital
Marketer Bee,
we’re Facebook
Ads Experts.

We don’t sleep until we’ve helped you attract leads, increase brand awareness and generate profit, and that’s just us warming up. We want to help you optimise every cent you spend, on people who are genuinely going to book, buy and buzz with you – so that you not only break even, but actually generate a return on the investment of working with us. We want you to make profit. Real, cold, hard cash in your pocket from leads that actually spend money, again and again.