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To boost posts or to advertise? That is the question.

Picture of Kellie Elmerraji

Kellie Elmerraji

Boost Posts on FacebookWe all know that Facebook has decreased the organic reach for pages. These days, if you want to be seen in people’s news feeds, you have to spend money. But what’s the best bang for your buck?

The problem is that there’s not always a clear answer. Facebook’s advertising options can be completely overwhelming and confusing. But don’t worry; we’ve got you covered. Here’s the everything you need to know about the differences between promoted posts and boosted posts and how to determine which option best fits your marketing objectives.

Boosted posts

Think of this option as something between a standard Facebook post and an advertisement. Boosted posts allow you to easily reach a larger audience for a specific post.

You can boost any post from your page’s timeline. It’s super easy and all you need to do is click “Boost post” in the lower right corner of your post. You have the choice of pushing the post to people who like your page and their friends or to people you choose through targeting. Unlike Facebook ads, that are pay per click, you are charged a lump sum and the post is automatically optimized.

Facebook Ads

Facebook ads are budget friendly. They do cost more than boosted posts, but they tend to be cheaper than traditional PPC campaigns. They offer more flexibility around targeting and customization. You can choose to have them show up in the Newsfeed or in the sidebar.

So which should you choose?

Before you decide, it is important to be clear on what you want to achieve with your ad.

Choose boosted posts if:

  • You already have a large audience on Facebook but you want to reach more of your fans then use a boosted post and select “People who like your Page and their friends.”
  • You are looking to grow your audience and you want to reach people who are not currently fans of your page, select “People you choose through targeting.” This option allows you to identify the location, age, gender and up to 10 interests.
  • You have a lot of content that includes several links and/or images
  • You want your Facebook page to be more active or lively, since boosted posts get better engagement (more likes, comments, shares).
    You have a limited-time campaign your business is running.

Choose Facebook ads if:

  • You want your ad to contain information that isn’t visible on your Page.
  • You want to increase clicks and conversions on your website.
  • You want users to see a call-to-action button (shop now, book now, learn more, sign up, download, etc.).
  • You want to target a very specific group of people. Traditional Facebook ads provide you the most options. They allow you to take things one step further than a boosted post because you have the ability to target very specific characteristics. For example, you could target a man in the Boston area who just got married and is interested in home buying.

Facebook’s advertising options offer many different exciting opportunities. It’s important to note that boosted posts and Facebook ads are not mutually exclusive. Whether you decide to use one or both ad types, you can expect to see results that help to reach your marketing objectives.

We want to hear from you. What success have you had with boosted posts or Facebook ads?


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