Boosted posts and Facebook ads are both integral for a brand’s paid social strategy in Facebook. There is a time and place where both can be beneficial to achieving the goals of a business. However, knowing which one to use depends on the overall goal of the post and what the brand is trying to accomplish.

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If the goal of the post is to drive conversions, then you’ll need a different objective than you would if you wanted to promote a new product or service being offered. That’s why I’ve outlined how to choose which posts to boost and which ones you should create as Facebook ads.

When to boost

One difference between a boosted post and a Facebook ad is boosted posts live on a brand’s Facebook page. This makes them ideal for increasing engagement on a page.

If the point of your post is to increase engagement or brand awareness, promote new content such as a blog post. And if your goal is to increase the visibility of a post, then a boosted post is the way to go. This is also a great way to build social proof and credibility for your brand page.

Facebook boosted posts can be useful if a brand is looking to increase page engagement, get the word out about new content, or increase social proof.

There are some additional limitations when it comes to boosted posts, such as the targeting not being as sophisticated as it is with Facebook ads. There are targeting options when it comes to age, gender, and interest, but some of the other options—such as placement, CTA buttons, and connections—are more limited.

For all else, use Facebook ads

If the goal of the post is to encourage a conversion, may it be a lead, purchase, sign-up, etc., then a Facebook ad is your best bet. This format allows for more audience targeting, increased ad format options, and it gives you the ability to choose a Facebook objective that will help to optimize toward your goal.

If you’re looking to increase website traffic, generate leads, push for in-store sales, etc., Facebook has an objective for that. There’s also an option to increase engagement in the form of post and page likes, as well as event responses and offer claims, with Facebook ads that gives you the same benefits of a boosted post.

Ads also give you a greater ability to be more specific and strategic with the audiences you’re targeting. There are more options when it comes to demographic-, interest-, and behavior-based targeting compared to the more limited options with boosted posts.

In addition, Facebook ads have a longer shelf life than boosted posts, which typically lose their luster after a week. Facebook ads can run for longer and continue to be impactful. They can also be paused and reused in the future.

Final thoughts

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Facebook boosted posts can be useful if a brand is looking to increase page engagement, get the word out about new content, or increase social proof. However, if those aren’t the goals of your post, then your best bet is to stick with a Facebook ad and take advantage of the more in-depth targeting and format options.

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