What Does it Mean to Boost a Post?
“What Does it Mean to Boost a Post on Meta?”
If you have a business account on Facebook or Instagram you may have noticed that after you post, the platform asks you if you’d like to “boost” your content. So what does that even mean?
Boosting is a very basic form of running an ad on Meta. It allows you to turn a post you’ve made into a paid promotion so that more people can see it beyond just your followers. When you boost a post you can choose your goal, whether that be more profile visits, website clicks, or engagement. You can also choose the audience you want the post shown to, set your budget, and decide how long you’d like the ad to run for. As opposed to creating an ad campaign in Meta, which requires a bit more effort, Boosts are a very basic form of advertising.
How do you use this feature correctly?
Don’t boost just any post. It’s a good idea to boost content that you’ve already noticed is performing well. (Check out last week’s post about understanding Meta’s analytics). If the post is already getting a lot of engagement from your current audience, chances are it will perform well with paid reach.
Be intentional about who you are targeting. You will waste your money trying to make an ad appeal to everyone. Use the Meta insights in your account to figure out what demographics engage with your content the most. You can then set your target audience to match these characteristics.
Track your results. When the boost period is over, make sure to thoroughly review the analytics. Learn from them, and implement these findings in your next boost. Did a particular age range engage with your content significantly more than others? Make an effort to target that demographic with your next boost.
Why Boost?
Boosting can be a great option if you feel intimidated by Meta’s ad system. We will eventually cover how to use Meta ads and create an ad campaign, but not everyone will want to use this feature and that’s okay. Boosts allow you to experiment with paid promotion without getting into the complexities of a full ad campaign.