I thought this post was going to do well, since it had a couple photogenic people in an interview at a conference.

Even though the engagement rate was close to 10% (17 out of 219), I got hammered by the Facebook algo, charging me $6 to reach 200 people.

That a $30 CPM (cost per 1,000 impressions), which leads to 40 cents per like.

If we were trying to drive sales here, then this wouldn’t necessarily be bad.

But for top of funnel awareness/engagement
on this public figure page, I had to kill this boosted post.

90% of my boosted posts fail. And the 10% that win are not the ones I would have predicted.

Trust the data— always be testing!