Why You Shouldn’t Press That Facebook Boost Post Button
Want to know about the Facebook boost post button? Are you confused about whether you should use it or not? if yes, then you are on the right page. here in this blog, we have discussed why you should stop using the Facebook boost post button along with 3 major divisions that boost post offers and many more. Let's dive in.
“We don’t have a choice whether we DO social media; the question is how well we do it!”- Eric Qualman.
Picture this; you’ve just embarked on your social media journey for your newest venture. You see others just going all guns blazing on social media marketing. There is to garner clicks, leads, conversions, or sales going all out on any social media platform.
This probably might remind you of the Facebook Marketplace advert you must have seen some time ago either on the T.V. or on YouTube or maybe on Facebook itself. To join the ranks of your peers, you also set up your own FB marketplace ad. However, now you sit in the problem of how to get in front of your people.
Table of contents
Stop Pressing That Facebook Boost Post Button
So, let’s click the Facebook Boost Post button, pay as little as Rs.100 or $1 and promote your products and get the limelight. Sounds easy, right? You have everything planned about how things will fall into place, and your business will take off into the skies.
Well, hold your horses. While Facebook isn’t going to stop your growth, it isn’t exactly going to help serve 10,000 purposes in one single marketing campaign as well. Though the picture being painted is similar to an “all-in-one and one-stop-shop solution,” that is not really the scenario.
Clicking the “Promote Post” or “Boost Post” button and then setting the campaign parameters, you might be walking into a very well-planned monotone outcome. This is because it depends highly on the target audience. By default, without boosting the post, the target audience is:
The people who follow your Page
These are the people who want to engage with you and your products. If you have ten high-quality followers, that is better than 100 average followers. So make sure that you spend time building your page to garner high-quality followers.
If all you have are average followers, the game is rigged to fail since those average followers might or might not get your post. So, at its core, you are going to start losing money more than you earn it.
Your Friends and the friends of people who follow your Page
When you create your Facebook business page, there is a high chance that your friends might have just liked your page as a favour to you. So, in essentiality, they are just average followers. On top of that, Facebook does not have a priority order set for which friends will get to see your post and which won’t.
So, even if they get a post from your page, they will just browse through to the next post—yet another effort in vain since they are not natural, high-quality followers.
Then, it all boils down to a straightforward choice of the audience – planned and targeted audience.
It is not the default setting of the audience. These are those people that you decide and propose to Facebook to whom your post should become visible or the ones that you tell Facebook that it is your potential market.
Furthermore, targeting an audience group on social media does not grant you the right to choose the placement of your ads/promotions. Facebook, using its own algorithms, determines the advert placement. It can either be on the mobile platform or the desktop platform, but you, as the business owner, do not get to decide that.
Another pitstop is the limited options of targeting. You cannot filter out the perfect kind of audiences that cater to any and every type of interest you have detailed in your campaign. Facebook will target any and every individual whose behaviour matches even one interest profile. There are no exclusions available either.
3 Major Divisions that Boost Post Offers
Depending on the optimisation and promotion you want, the campaign will serve one single purpose at a time. Here are the broad segregations that boost post offers.
- Post Engagement
- Website Clicks
- Website Conversions
So, let’s dive a little deeper into what goes on when you pick any of these optimisations for your business/venture.
To garner sales, you want to get in front of people. And to do that, you want people to engage with your account, and hence your post. So, you should set the campaign to post engagement and let Facebook work its magic. Sounds simple enough, doesn’t it? Let’s observe two cases for this.
Case 1: You have just put a post out on your social media handle. However, your followers and your post reach are far from what you would expect to make a sale. So, swish-swash, Boost Post and set the parameter for more engagement. Voila! You have people swarming all over that post, liking, commenting, and sharing it.
But, no one is buying your product or sending any enquiries. You being an optimist, might think that no matter, they have noticed you now, and you will be able to make a sale soon enough. Here’s the catch. It won’t happen.
When you apply the Boost Post- Post Engagement algorithm, Facebook automatically optimises that post for more engagement. That means that the post will be transformed into engaging but will not garner sales or leads. People will engage with it, but that is pretty much it.
Case 2: You might think that your first post didn’t get you any leads because you did not provide them with a link to check out the product and order it. So, you add a link to the product post and set the post for post engagement. Again.
This time around, people again engage with your post-left, right, and centre. You even see the number of people who engage and the post reach go up. However, only about 1% of those people actually go through to the link of the product. And out of those, no genuine, credible leads get fished out.
This happens because the Facebook Post Engagement algorithm kicks in. No matter if the post had an interlink or ten links, the post would still be optimised for maximum engagement. And it will not have that “juice” to churn out the business leads you are looking for.
In both cases, no matter what approach you take, whether you provide an interlink or whether you leave it as is, the post will always have engagement only. The outcome of getting sales gets overturned to the development of getting enough attention. Hence, the money invested will vanish into thin air.
Now that you have tried your hand at Post Engagement and come up with absolutely nothing in your hands, you might resort to other ways.
“I either win, or I learn”- Nelson Mandela.
This quote might echo in your head time and again, all thanks to the countless motivational speakers out there. And as a “new-gen entrepreneur,” you use your learning from experience and chart a new course.
Enter, Website Clicks. From your perspective, optimizing the post for Website Clicks might be the sure-fire way that will drive business to your door. A fool-proof plan, as you might think.
So you create a spectacular post and set up a glorious Facebook Boost Post campaign to launch the product in front of a potential audience. With optimisation set for Website Clicks, you quickly suppose that since they have clicked through to my website page, they will automatically buy the product seeing how well made it is. Right?
You have been analysing your website over time, crunching the numbers to see how many leads you’ve gotten. And sure enough, your website is getting more visitors than it ever did. At least more than the time you chose post engagement. Some have even resulted in conversions.
Jackpot! You have found your way to make your business bigger. That dreamy-eyed image flashes in front of your eyes. But let’s not get ahead of ourselves. Let the campaign conclude before you can revel in the victory.
The promotional campaign ends, and the numbers are better than before. But still pale, compared to what it should have resulted in when you looked at the momentum in the beginning. Not only did the post generate less engagement, but the people who did follow through to the website also did not end up making a purchase. This is because, in this case, Facebook algorithms only used website clicks as the prime motive of the campaign.
Depending on the target audience and interest profile, the entire campaign catered to people who would follow through to clicking the website and then be done with it since that is the end purpose- Website Clicks.
Hence, the number of sales and conversions were low. And the leads that you did get either did not pan out or were not there at all. And you end up losing money. Again.
After 3-4 failed attempts at the first two facets of Boost Post, you ultimately go to the most obvious choice. Website Conversions.
“Great salespeople are relationship builders who provide value and help their customers win.”- Jeffrey Gitomer.
You want to conclude the sale this time, and you want your product to strike a chord with your potential buyers. Staying true to the words above, you cater your product page to that very objective. Build a relationship to conclude the sale.
Armed with that knowledge, you build a campaign that perfectly appeals to your target customer, and you take that Facebook Boost Post campaign live with one goal in mind- Website Conversions. It’s going to take time while you let the platform do its thing.
Preliminary results start coming in; you see one conversion, then another, and then another. Your dopamine level starts climbing since you start hearing “cha-ching sounds” in your mind. The momentum is building, and you have finally hit the mark.
The campaign concludes, and out of every ten people, you have 2-3 conversions. That is about a 20-30% conversion rate. Though the results are mildly catering to your interests, you are still unhappy due to the momentum being lost/not picking up altogether. You might be wondering what happened when the campaign was live.
This is because the campaign was catered to people who would drive sales, but the hiccup of ad-placement arose. Like we explained before, you cannot choose where your ad appears more, desktop or mobile. And among those, desktop leads have a better conversion rate.
This is because the entire sign-up process or the buying process is more convenient on a desktop. For a mobile user, ease of access and quicker actions are more their cups of tea. Hence, the entire campaign turns out to be a soldier fighting with one hand behind his back.
Hence, even though website conversions are the lesser of all evils, in this case, it is still not going to give you the results you hoped for. Money spent Vs. Money earned will always be higher than your comfort. And your marketing budgets will be blown out of proportions.
What is the Solution?
The best solution, in this case, would be- STOP USING BOOST POST ON FACEBOOK!
Though it is convenient and takes just 4-5 steps to set up a promotion, Boost Post is actually just a ploy in disguise that serves Facebook’s revenue motives. The better solution, if you want to use Facebook effectively, is to use Facebook Ad Manager.
The Facebook Ad Manager is a much more straightforward way of creating a fruitful campaign that can bring in results. It has various fields and filters that can help you narrow down your perfect target audience and then drive your venture’s revenue.
Furthermore, it grants you access to where you want your advertisement/promotion to show, i.e., ad placement.
Hence, using Facebook Ad Manager should be the method to choose where you should spend the most time. It will save you a ton of money and will help you build that perfect revenue model that you intended for your business from the very start.
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