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.
In December 2018, I looked back at the most popular posts from my page and I extended the boosts on them.
So instead of having to come up with new stuff to say every single day, I rely upon my greatest hits to continue producing results.
Here is a one minute video I made at the end of 2017 at Bondai Beach in Australia.
It got 38,000 views at $0.004 per view— about half a penny.
So I edited the post from saying “in 2018” to “in 2019”, and the message is still as relevant.
Then I boosted it again for a few more months- or more accurately, some of our trained specialists are identifying which posts to adjust and boost, following their training.
What would have taken me 80 hours to write 100 posts and boost them, now is only 30 minutes for me.
I’ll bet this strategy works for you, too.
If you understand how to make content evergreen, how to use your profile and public figure page together, how to cross-post to LinkedIn, how to use the “dollar a day” method, and how to train up others to do this for you.
On one hand, it’s super effective for small businesses. We’ve tested boosting stacked with conversion ads, with or without reusing the postid, versus straight conversion ads.
On the other hand, the boosted posts are primarily driving likes/comments/shares, often at the expense of conversion- since Facebook will sub-target to people who engage but will never buy.
The same is true of the website clicks objective- to deliver “clicky users” that cost 550% more than when you use the conversion objective.
Our Facebook reps also run reports across all our accounts to see what mix of objectives we are using. They and we get dinged for boosting posts, which is the same as “engagement” in Ads Manager.
My current take is that boosting posts is great if you are a small business or public figure.
For the former, they don’t need crazy micro-targeting and optimization. They just need to reach people in their neighborhood to sell houses, get fit, offer services, or come into their stores.
For the latter, social proof (authority and credibility) are key among a particular niche audience. Mine is digital marketers and entrepreneurs, for example. And because I am NOT selling most of the time, the conversion objective doesn’t make sense.
Like right now- I’m not selling. I’m sharing what I’ve learned in the hopes that it helps you in some way.
And our team will likely copy this post to my public figure page to boost. That means we are spending money to educate without expecting anyone to buy anything right then.
Over time, we engage with these folks and build a relationship, which eventually leads to them joining our monthly membership or buying implementation packages.
I’ve asked Facebook why they don’t want us to boost posts when the button is right there on every single post and when it’s worked so well (we’ve tested it many different ways)?
If brand awareness (don’t get me started about this one) is so much better than page engagement as an objective, why not just change the objective of the boost button?
That’s something they are considering, they say.
Meanwhile, if you’re not a small business or entrepreneur, and if you already have a converting funnel with strong remarketing, you won’t need the boost post button. Use Ads Manager with your conversion objective, selecting that post from the page or entering in the postid.
Are you boosting posts? What have you noticed in your results?