We’ve received quite a number of enquiries on this, and the premise is the same — someone somewhere starts a Facebook Page for his brand, company, school etc. After they’re done setting it up, with all the photos, albums, copywriting in place, along came a number of curated posts that they’ve been told by their boss, manager or higher management to publish on the social platform and try to maximize the reach or awareness for the products or services contained within that ad copy.
So what would you do? Click -> Boost Post.
If like everyone else, and you did the above, you’re not alone. In fact, you probably thought that was quite an easy task too, and you’ve just joined the thousands of Facebook Page Managers who’ve fallen for the Boost Post trap erroneously thinking you’ve done your company a favor by maximizing their Facebook post reach.
For the uninitiated, Boost Post is Facebook’s way of reaching out to the SMEs, freelancers, the smaller brands and companies who most likely don’t have someone internally who’s adept at social media marketing, and don’t intend to engage a digital marketing agency, a freelancer, or planning to adopt digital strategies on a full time basis.
Like a plague, Boost Post is literally something that you set in motion from the get-go, running until the budget or timer runs out. It’s probably a simple and fast ad option for the layperson, until it dawns on you that you’ve literally garnered not much of an engagement, let alone any sales conversion that accrued from the wasted ad spend.
You can’t target posts properly when you boost. As of January 2017, the Boost Post feature still restricted targeting parameters to a handful of options. Some of the major limitations include limited interests targeting, and not advanced demographic and behavioral options in sight.
There’s no placement or device targeting, and there’s limited duration of ad flights; with no ongoing option. You can’t use custom audience or conversion tracking features either, and it’s not as robust and segmentable as the actual Facebook Ad Manager (or Power Editor).
With the latter, you have literally a plethora of controls and options at your disposal, from segmenting target audience by age, gender, interest, psychographic, demographic to even their traits and behavioral patterns, including people who most probably could have liked your competitors, as well as separating ads by placements such as mobile, desktop, audience network and so on.
Additionally, for those who’ve visited your website or interacted with your brand or company previously, there’s the option of retargeting via the Facebook Pixel. Throw in the ability to start, stop, revise and remove any of the ads in your campaign at any one time would have made the Boost Post option seems silly and almost child’s play when compared to its better developed, alternative Power Editor sibling.