August 30th, 2017
You’ve seen the blue “Boost Post” button appear on your brand’s Facebook posts. You know you should be boosting your best performing posts to increase their reach — but how do you choose exactly which posts to boost? How much should you expect to spend? Which audience should you target?
With extensive experience in both paid and organic social media management, we’ve got the answers to these questions. Here’s our guide for selecting which posts to boost on Facebook and Twitter, and our expert tips to help you maximize your social media spend.
If you run ad campaigns on Facebook or manage your brand’s page, you’re no stranger to the “Boost Post” button. You may have received notifications telling you a particular post is performing 80% better than others, encouraging you to boost it.
Facebook makes those suggestions with good reason — your highest quality posts, performing above your average, are often the most worthwhile to put budget towards boosting.
Unlike standard Facebook ads, boosting is available only for published posts. Boosting serves as a great supplement to ad campaigns, because it allows you to share your strongest posts with a wider audience.
You can boost posts in the following three ways:
The cost for boosting is surprisingly low, considering the impact it can have on your social reach. Facebook has a daily budget minimum of $1, and many companies see impressive results from spending just $5 per day. Boosted posts are also more accessible than ads, because you don’t need to spend as much to use them. Facebook ads usually have a minimum spend of $155 per month, so if you have a smaller budget than that, or aren’t ready to invest that much, boosted posts are likely a good fit for you.
Boosted posts can be effective in a variety of situations, especially if you are trying to build an audience for your brand on Facebook. In on example, we created a boosted post for a client that had not built a dedicated audience on Facebook yet. By spending $25 and boosting a blog post that answered questions that addressed the client’s audience, we were able to increase post clicks by 63% and engaged users by 45%.
Even if you have an established audience on Facebook, boosted posts can work for you, especially if you have goals like increasing click throughs, increasing engagement or increasing shares — for example, by boosting for $30 a client’s blog post that addressed a topical issue, we received over 150 clickthroughs on the post, a great indication that the audience was interested and willing to engage.
Just like boosting a post on Facebook, promoting a tweet allows you to share your Twitter post with a larger audience. When setting up a new Twitter campaign, you’ll have the option to choose from your organic (self-created) tweets for promotion.
You can target your promoted tweet in the following ways:
Twitter’s cost for tweet promotion runs on a bidding system, in which you set the amount you’re willing to pay per engagement (i.e. when your tweet is clicked, retweeted, or favorited). You will only be charged for the number of engagements your post receives, but the larger your bid, the more Twitter will prioritize your post on users’ timelines. Brands generally spend around $0.20-$4.00 per engagement.
You can also set a daily budget to put a limit on the total amount you’re willing to spend each day, or over the course of the campaign.
Before spending any money, it’s important to determine the goal or objective you want to achieve by boosting a post. Your goal may be a given number of Facebook shares or retweets that you want to achieve — or it may be a percentage of viewers that you hope to convert to blog subscribers. Consider the content you’re promoting when you determine the right goal for each boosted post; for instance, it’s likely more worthwhile to boost an infographic than a text-only blog post. Boosting posts aimlessly will garner some positive results, but boosting posts purposefully will make more efficient use of your social media spend, putting your money behind your best and brightest pieces of content.
Need help identifying which of your posts to boost and how much to spend? Or, having trouble determining appropriate social media goals for your business? At Main Path Marketing, we manage organic and paid social media strategy, to maximize the use of your social media dollars and reach the right audiences. Contact us for a free consultation.
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