We offer a range of social media management services and work with a wide variety of clients to get the most out of their social channels. As there are so many different ways to attract engagement, and so many different platforms to do it on, we work to find the best possible platform for your needs. On Facebook, you can create quality content and engage with people organically or you can now “Boost” or “Sponsor” your content, but does pushing that boost button do anything?
To boost or not to boost
There's been speculation surrounding the boost button and how much return on investment you actually get. Boosting can work, depending on what your goals are and how good your content is.
If your single objective is to get clicks to your website, then it's fair to say that the boost option may not be the best idea for you.
A Boosted post is perfect for companies that are trying to get a message out to a larger audience, it’s there to push your content and your company to a wider audience, locally or nationally.
Algorithm talk
We’ve learnt through time that Facebook’s algorithm works in a way that favours previous posts that have good engagement by rewarding new posts with more exposure. So, if we posted on one of our clients' pages and got 100 likes with 20 comments and three shares, the theory is that the next post we publish would be organically ‘boosted’ by Facebook because their algorithm would believe our content is generally of a good quality so should be pushed in front of more people.
Content is king
The main thing to remember when Boosting a post, is actually nothing to do with the Boost mechanism itself. You can pump as much money as you want into a post, but the reality is, if the post isn’t interesting, engaging, visual or interactive, the money won’t really make much difference. There’s simply no point in hitting the Boost button if your content is poor.
This advert had been running for 3 hours with a total spend of £5. Proof that it wasn’t just popular because of high spend or a specific time, it was content that was related to the target audience, so people cared enough to engage with it.
Facebook and other social media channels have revolutionised how we market ourselves and the behavior of consumers, and now more than ever - it’s essential you have an online presence. Boosting or sponsoring a post is important for you to expand your reach to people and it's effective, but you need to make sure the content you’re publishing is not only engaging and original, but is a good representation of you. If you master this, you will see some very positive changes.
Our guide on when and when not to boost
When to boost |
When not to boost |
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REMEMBER: Neither of these will work unless you have a good post that includes engaging content, is visual and it’s clear to your audience what you want them to do.
