Not only is boosting posts my favorite thing to do on Facebook, but I like to boost lots and lots of videos following the “dollar a day” technique to filter for the winners.

I fully expect 95% of my boosts to fail– to get rejected, have a low average view length (should be above 15 seconds), have a high cost per view (should be 3 cents or less), not convert as custom audiences (use 10 second view, not default 3 second view definition), and so forth.

But the one winner we pour increasing amounts of budget on to more than make up for the losers.

I used to think I was a “pro” and could tell what content would resonate and convert best. I’ve since learned to spend $10 per post and let the data tell me. I’m usually COMPLETELY wrong.