To Boost or Not to Boost
When boosting your content will work and when it won’t.
Advertising in the social media age requires a dedicated commitment to developing your online presence. The most popular way of doing that is constructing a Facebook, Instagram, or Twitter page for your business.
Frequent posts on these forums will build your brand in what is known as an organic fashion. People come to the page specifically looking for your business, following and engaging with it of their own volition.
Organic growth of your business is critical in developing brand awareness and a sustainable customer base. If you keep your customer engaged via consistent, quality content, brand loyalty will naturally develop.
However, the internet is a crowded place. It is difficult to grow your brand when there are millions of other voices demanding the public’s attention. If you find yourself beginning to plateau, you may need something to make your online presence stand out from other businesses.
In cases like this, it is worth considering whether you should boost your content.
What is boosting?
Boosting content is a form of advertising in which posts on your page are sent out as sponsored ads. It differs from traditional advertising in a few notable ways:
- Boosted ads are prior posts on one’s page that have been selected for broader delivery. They appeared to followers first before being boosted across the site.
- They follow the traditional templating of a post on the site, rather than the (typically more complex) traditional advertisements. Advertisements on sites like Facebook are built in the advertisement suite.
- They are relatively simple to do. Rather than creating a full advertisement, sites like Facebook, Instagram, and Twitter make it easy to boost your posts.
Boosting content should be a consideration for any company seeking to grow their customer base and convince them to follow your pages. However, there is a time and place to decide when to boost, and the manner in which you do so should be carefully considered.
When should you boost your content?
There are many situations in which content boosting should be considered. However, the two we will be focusing on in this article are when your company is looking for follower growth or market information
If you are looking to add followers to your page, boosting is an excellent solution because it gives them an idea of what to expect from your company. Traditional advertisements are more focused on selling a product or a service. Boosted posts, conversely, are selling a brand.
If a boosted post represents what a customer can expect from your brand’s page, it will naturally drive follower counts. This is because those who like it will see more of what they like on the page. In scenarios such as this, the boosted post provides your company with additional reach to people who would like it.
The other primary time you should consider boosting a post is when they are looking for market information. Facebook and Instagram offer many options for boosted posts, including specific ways to target particular demographics. This can include anything from age to gender to location. Twitter is a bit more limited in this regard, as you can only specify locations.
Even if a boosted post doesn’t necessarily bring in its money’s worth of additional followers, the analytics concerning impressions can be just as invaluable. Are women more interested in your services? Are you converting the same age demographics you are targeting with your larger advertisement campaigns? You can even try different boosts to different target demographics and see which ones lead to more conversions.
The market information provided by these boosts will give you a better idea of how to shape your overall company strategy. This is just as valuable as follower growth, especially for companies who find themselves at a crossroads in their development.
How should you boost your content?
Determining what posts should be boosted is easy to learn, but hard to master. In general, there are a set of clear guidelines you should follow:
- Make sure that your boosted content is already doing well with your customer base. The worst thing you can do is boost a post that isn’t doing well with the people already invested in your company. You want a post that properly represents the positive aspects of your page, so it should already be seeing a large number of likes, shares, and comments.
- Choose a post is not text-heavy. Facebook will actually charge more for posts with larger text amounts of text because they simply don’t generate a lot of conversions. Customers want succinct, to-the-point content.
- Have a clear message. Whether it is pushing for a new initiative, sale, or product, the point of the boosted post should be simple to understand. If customers don’t understand the point of a post, then there’s no point in trying to reach them.
- Accompany the post with a nice visual image. This will compel the audience to stop their scrolling and take another look at the post.
The ins and outs of what specific posts to boost can only be learned through experience, but these guidelines will only help your chances.
When should you not boost your content?
You should be certain that you know what you want to get out of a boosted posts. Some sites offer the ability to tailor the audience for clicks, follower growth, or sales. If you don’t have a clear, focused idea of what you want out of the boosted post, you might want to consider a different avenue.
Additionally, if you choose to boost a post and are not getting what you want out of the process, don’t be afraid to pause the rest of the boost. There’s no point in shelling out large amounts of money if the ad isn’t delivering what you need.
The unique constraints of each platform should also be considered. For instance, on Instagram, boosted posts disappear from your timeline after the duration expires. If you want a post that will stick around forever, it might be worth going to Facebook or Twitter.
Ultimately, you should not boost content when you are uncertain. Whether that is a question of if the post is good enough, what you want from it, whether you truly need it, or what platform is best for it, don’t boost content you are not confident in.
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