You may have already seen it on your Facebook news feed. The blue button is at the bottom proper, just below one of your publications on your Facebook page. The one who invites you to popularize your post on the social network massively.
I grant you; it may seem very tempting to click on this famous “boost your publication” that Facebook puts forward. But is it always a good idea to give in to it? What are the real challenges of boosting publication on Facebook pages?
“Boost Your Publication”: This Option Sells Dreams To Facebook Community Managers
When you create a page on Facebook, your primary objective is to generate maximum engagement from your community. Secondly, you also want to increase the said community. Facebook offers you a little help, or rather a boost, to reach them more quickly, one like the other.
Too good to be true? Please tell me. You are not entirely wrong. This option, however very attractive, still has some hiccups. We will notify you which ones. But first, how does it work?
Explanation Of How This Option Works
You should know that two types of publications can be advertised on Facebook. Organic posts and those that are sponsored. The former is the most spontaneous. They fall under the natural mode of publication on the page’s wall. Individuals mainly use them.
Moreover, these are the only ones that can be boosted in the sense of Facebook. Indeed, the platform’s algorithm distinguishes between “promoting its content” and “boosting its publication.”
As you will understand, the second option is the best available. Since it is the one dealing with the promotion of content. Unlike the previous one, this formula is more suitable for an audience that wants to be professional. It allows visibility on a chosen, highly targeted scale. In other words, it is much more complete and allows the brand to boost its visibility rate and, above all, its conversion rate.
The Benefits Of A Content Promotion Campaign Run Through An Advertising Account
Unsurprisingly, the campaigns on Facebook Ads are more productive than the simple publication boost. Having an advertising account allows, among other things, the possibility of doing AB testing. As its name suggests, it is a method that compares two advertising campaign models.
The test aims to measure A and B’s impact on the same sample of individuals. Its final objective is to choose which of the two versions is the best campaign to carry out. The “boost your post” option also does not benefit from the conversion pixel.
Indeed, it is only accessible for the promotion of content. Regarding remarketing, this technique offers the possibility of measuring the effectiveness of campaigns carried out by brands. Its primary secret weapon is using personal data and information the page’s fans provide to promote. Thanks to the legendary cookies placed on users’ browsers, Facebook makes it possible to offer even more personalized offers. The content promotion also makes it possible to reach similar audiences and sometimes retarget people who have already interacted with the page concerned.
The Limits Of The Facebook Post Booster
Even if it is easier to access, this notable boost does not consider several parameters. However, these would have been very useful, especially when you want to reach a well-defined category of people.
It would have been wise for Facebook to include, for example, in its algorithm, functionalities making it possible to better target the people to whom the boosted content is addressed. The performance indices (KPIs) are here but still far too broad. It is challenging to conclude from this.
Facebook’s Primary Tools For “Promoting Content.”
Like what, where the option “boost your publication” stops, the alternative “promote content” takes over. The Facebook Ads feature provides many tools to create ads according to different objectives. Among which we can cite:
- The precise broadcast schedule (to the nearest hour);
- The daily or global budget;
- The pixel to track conversions on the destination site;
- The text (short/long/with or without URL link/with or without emoji, etc.);
- The format (fixed/video/carousel/story/instant experience, etc.);
- The UTM for improving tracking via Google Analytics, and many more.
Today, many rightly find the configuration of advertising campaigns via Facebook Ads quite complex. It is a real obstacle to its use. Hence the rather logical choice of the publication boost. If this tool seems easier to use, be aware it is also less efficient.
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