Posted at Sep 6, 2018 4:18:14 PM by Nathan Mendenhall | Share
Facebook’s news feed algorithm has made it more problematic for brands to get content in front of target audiences. To counteract this, smart brands have allocated a budget for promoting content to ensure their Facebook posts reach the right people at the right time.
Thus, promoting content has become a regular activity for brands with evolved Facebook posting strategies. But what if I told you that boosting Facebook posts is not the best method to drive true business value for your brand? Before you close out of this blog, hear me out!
When you boost a post on Facebook, the post is delivered to the news feeds of users who fit within your general targeting parameters. While it's true that by clicking the little blue "boost” button next to a post on your Facebook business page, your content reaches more people than it would organically; the majority of these people don't respond to your content in a way that makes a big impact on your business. In a sense, by simply boosting posts, you are not leveraging the full power of Facebook’s advertising system.
Do This, Not That
Instead of boosting Facebook posts, consider creating promoted posts utilizing Facebook’s ad manager. You can expand your content's reach while capitalizing on better targeting, more features, and higher contention for space in Facebook’s ad auction. Taking the extra step to promote posts through the ad manager goes a long way in terms of results, so I highly recommend it!
How to Promote a Post on Facebook Using Ad Manager
Setting up a promoted post campaign in Facebook's ad manager is simple. Follow these six quick and easy steps:
Click the green "create" button.
Select either "brand awareness" or "engagement" as an objective. (Both work well, but in different ways!)
Choose your targeting parameters to ensure your content reaches your target audience.
Click the drop-down menu to designate a preexisting post.
Launch the campaign!
Repeat this process until you've promoted all applicable posts.
This process does require more time than simply boosting Facebook posts. However, according to my experience (and that of my colleagues at Facebook), this method generates better results at a more cost-effective rate. Go ahead and put it to the test! I'm confident you'll appreciate learning how to promote a post on Facebook using the platform's ad manager.