Knowing When and What to Boost on Facebook

Facebook is a great way to connect with the prospects, customers and fans of your brand, but it can be a bit tricky to figure out how to use it in the best possible way. It’s easy to assume that whenever you post something, it will appear in your friends’ and followers’ news feeds. Unfortunately, that’s not always the case.

On average, Facebook users have about 1,500 stories each day from their friends and the pages they’ve liked that could appear in their news feeds. 1,500 is a big number, though, so the platform only allows about 20% of those stories to show up in one’s news feed. Facebook continually works on updating their news feed algorithm so it can better determine what a user likes and dislikes to provide a personalized experience for each unique user.

So what’s the key to getting your content seen by the people who have liked your page? Fortunately, Facebook gives page managers the option to boost their posts to increase their overall reach. There are a few best practices to follow when it’s time to decide when, what and how to boost posts to ensure maximum success.

When to Boost

There isn’t one magical day or time that stands out as the best to boost posts on Facebook. Instead, deciding when to boost your post will depend largely on your follower-base and the industries or people you’re targeting. It makes more sense to boost Facebook posts for B2B purposes during the workweek, while a B2C marketer will have better luck reaching their largest audience on the weekend or during the evening.

Another thing to keep in mind is to limit the number of posts you boost. Overdoing it and appearing too often in people’s news feeds will make you blend in and could cause users to skim right over your posts as they scroll through their news feeds. Depending on how much original and compelling content you have to promote, your best bet is to boost a post once a week.

What to Boost

The best posts to boost will encourage engagement and drive people back to your website. Promoting your own content is the best way to ensure that will happen. After all, you wouldn’t want to pay to encourage your fans to click on someone else’s content, would you? Choose to promote a piece that will really resonate with both the people who like your page and their friends. Make sure that your post will get them to think about how your information – and eventually your product or services – will help them.

Take a look at the post that was boosted below on my own news feed. I haven’t liked the organization’s page, but their post stood out to me and caught my attention with the realization that I may be able to save some money on 10 different types of purchases.

The Benefits of Boosting

Boosting posts will not only improve the chances of people who have liked your page seeing your posts, it will allow their friends with similar interests to see your content, as well. Additionally, boosting posts will lead to a natural increase of your organic reach and better opportunities for engagement.

Recently, our client Integrity Insurance started experimenting with boosting Facebook posts to increase their overall reach and engagement. Before boosting, their average organic post reach was anywhere from 25-50 people. Their first boosted post, linking back to their blog, reached 1,842 people – and only 1,190 of those came from the paid reach, meaning their organic reach for that post reached an incredible 652 people. Their post also got 10 likes and 5 shares, which provided much higher engagement than normal. See for yourself below:

Integrity Boost 1

Integrity Boost 2

Boosting posts is a quick and easy way to expand your reach and share your information with the largest audience possible. Set your own budget, boost a post and get ready to watch your opportunity for engagement grow!

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