Why You Need To Boost Your Facebook Content

So, you’ve got your Facebook page up and running but all of a sudden your organic reach is dropping. This is common, and is down to two main factors:

- Lack of, or declining engagement

- Increasing competition for your audience’s attention

What can you do about? Well, with Facebook, you can boost your posts to achieve a consistent level of reach. By boosting posts, or amplifying your content, you can ensure that your best content is seen in the news feed of relevant users on Facebook.

For a long time there has been a myth that you can only boost your posts to fans or friends of fans, leading to a lot of wasted impressions as the targeting wasn’t strong enough. This was largely down to Facebook’s way of trying to simplify the advert creation flow, which went too far in the way of simplicity.

By using advanced data sets we can target your Facebook content at the best audience possible to ensure that your content gets a strong level of paid reach in newsfeeds that are highly relevant to your brand.

The best way to start is to boost your best performing content based on the initial organic reach. You can view your organic reach in Facebook insights, and when the number starts creeping over about 8% of your total audience you know that you have a post that is performing reasonably well. Also, when your engagement rate (comments + likes + shares/total audience) is above your average figures, or around 1.5% for instance, this is a good indication that you have a strong post that would benefit from amplification.

Also, bear in mind the possibility of giving extra reach to commercially led posts, but be careful not to be too aggressive and alienate your brand amongst some users. When you do want to do some additional testing around boosted content, we’d recommend using dark posts - these are unpublished posts that can be created in Facebook’s Power Editor. These allow you to push some of your commercial messages a little harder as a test, and to potentially boost content that you don’t want your current fans to see such as new customer promotions for instance.

Whether your organic reach is dropping or not, it is crucial to start boosting your posts now to ensure that you keep up with your competition. As was seen from Facebook’s recent advertising revenue figures, Facebook advertising is increasing constantly, and the focus from Facebook is clear in pushing boosted content as a primary product.

We’d recommend using Power Editor to boost your posts due to the extra options available in terms of placement, bid types, and advanced targeting options. Segmenting your post boosting campaigns by a variety of factors such as device type can allow you to optimise effectively and save money on your campaigns by reducing wasted impressions.

We can help with our data services that can give you the best targeting sets to boost each individual piece of content, as well as full management & optimisation of your campaigns, from post identification through to targeting segmentation and reporting.

The time is now to begin boosting your Facebook posts - don’t get left behind as your competitor’s increase their reach!