What Does Boosting A Post Mean On Social Media?

To Boost Or Not To Boost: A Social Media Guide for Service Businesses

Boosting a post is a way to expand your reach on platforms like Facebook with money. It can be a powerful tool to increase your content’s visibility, even if it doesn’t offer the same level of targeting as a full-fledged ad campaign.

Here are the basics on when boosting a post can help—and when it might not be worth it.

When Is Boosting A Social Media Post A Good Idea?

Boosting isn’t just throwing money at a platform and hoping for the best. Done right, it can lead to genuine engagement and business growth. Here’s when it works best:

• High-Performing Organic Posts: If you have a post that’s already doing well—perhaps a customer review, a behind-the-scenes look, or a viral video—boosting can amplify that momentum.
• Timely Promotions: Have a special offer or seasonal service? Boosting helps ensure more people see it. This tactic is perfect for limited-time deals that need immediate action.
• Local Events Or News: Is your business sponsoring a community event? Boosting a post about it can increase local awareness and attendance, making your brand synonymous with community involvement.

When Should I Avoid Boosting A Post?

Boosting isn’t always the answer. Sometimes, it’s just lipstick on a pig. Here’s when to skip boosting:

• Low-Engagement Content: If a post doesn’t naturally generate likes or comments, boosting it might not help. The content itself must be engaging. As Trevor McCollum, Digital Marketing Manager at LeadsNearby, says, “Boosting a generic stock image won’t really do much. You need to start with a compelling story or unique content.”
• No Clear Call To Action: If your post doesn’t lead viewers to take the next step (like clicking a link, calling, or visiting your site), boosting it won’t bring the desired return on investment.
• Unrefined Audience Targeting: Boosting without a plan is like yelling into the void. You need to know who your audience is and why they’d care about your post. Targeting broad, untailored audiences can lead to wasted money and minimal results.

Should I Boost Every Social Media Post?

Remember, boosting is about putting the right content in front of the right people at the right time. Trevor says, “There are three things I was taught that can start a viral or ‘boost-worthy’ piece of content: You want something that’s entertaining, inspiring, or educational. Each one of these is in service of helping other people, and naturally, people like helping others by hitting the ‘share’ button.”

Creating content around these three approaches can give your post a “naturally engaging boost” even before you press the button!

What Are Some Alternatives To Boosting Posts?

While boosting can be effective for quick wins, it’s not always the right strategy for long-term goals. Here’s what to consider:

• Bigger Campaigns: If your goal is brand awareness or capturing leads over a longer period, opt for more comprehensive ad campaigns. These allow for better tracking, optimized targeting, and advanced features like A/B testing.
• Content Quality: Instead of investing in boosting a lackluster post, put resources into creating better content. Video content, for example, is highly engaging. Trevor shared, “Every single time I talk to a client, I talk about video because it really works.” Make content worth boosting before spending on promotion.
• Strategic Timing: Boosting is immediate. If you’re planning an event months in advance, use marketing automation to drip-feed content over time. Save your budget for when you need a timely push.

How Can I Boost A Post Successfully?

• Budget Smart: Start with a small budget and track performance. Adjust if the post gains traction.
• Target Wisely: Use filters to reach specific age groups, interests, or local communities that align with your service.
• Monitor And Adapt: Watch how your boosted post performs. Use performance data to refine future boosts.

Trevor notes, “When an organic post performs well within the algorithm, it actually costs less to boost because the platform deems your content valuable. So, in a nutshell, the better the engagement of the posted content, the cheaper it is to show it to more people worldwide! Win-Win-Win!”

Ready to make your social media strategy work for you? Contact us today to build a customized plan that turns views into leads!

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