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.
Some random tweet of mine got 2,900 likes and 800 retweets.
I could never have guessed it– it was nothing special.
But that’s why you let the data guide your decision making– not your own biased opinions.
I’ve learned over the years that I’m a lousy winner picker.
So I let the algorithm do the work for me– to find the needle in a haystack.
And I put more dollars and effort against what generates traction.
I’ve made thousands of pieces of content, which is “many shots on goal”.
And even though only 1 in 10 pieces of content does decently, that’s more than enough– since I can boost it, cross-post it to another social network, convert to a blog post, repurpose into email, make a one minute video about it, and so forth.
