You may wonder why some of your posts only reach a couple of hundred viewers despite having thousands of followers on your social platforms. Social media algorithms limit your reach, so only a fraction of your audience is exposed to your content. No matter how valuable or informative your content may be, it will never show to all who might benefit from it. Social media is pay-to-play by design. If you want to get your message across to the masses, you need to invest in paid advertising.
Facebook Offers Two Types of Paid Advertising
A boosted post is a post featured on your page’s timeline that you have the option to boost to an audience of your choosing for a fee. This option provides a simple way to get your content in front of people who may not be all too familiar with your brand.
Advantages of boosted posts include increased reach on your posts, easy setup, and affordability compared to other forms of advertising. Boosted posts are great for promotions and giveaways, audience engagement, and increased visibility. On the other hand, boosted posts notify your audience that your post is an ad, and you have limited customizability when creating your audience.
You create Facebook ads in the Ads Manager, which includes a diversity of customization. Facebook ads allow you to choose where you’d like to display your ads, including within the News Feed, side ads, Messenger ads, Instagram stories, instant articles, and Audience Network. You can get very creative with Facebook ads by applying your business goals, whether that is to increase traffic, conversions, or lead generation. The advertising platform also includes carousels and a call to action to motivate your audience to take the next step. Facebook ads offer the flexibility to identify your ideal audience. However, unlike boosted posts, Facebook ads require more in-depth knowledge of your audience to create and can be more costly.
Use Boosted Posts To:
- Increase your following
- Drive brand awareness
- Improve visibility
- Encourage audience engagement
- Promotions or giveaways
Use Facebook Ads To:
- Generate leads
- Drive traffic to your website
- Convert website visitors
- Increase views on social content
Boosted posts and paid ads are both beneficial in expanding your reach. Nevertheless, it’s essential to understand when to use one or the other depending on your goals and how much budget you set aside. The key is knowing which type of paid advertising will deliver the best results based on your marketing objectives. Boosted posts come in handy when highlighting organic content that is already trending with your audience. Boosting this type of content will further increase engagement and drive brand awareness. Alternatively, Facebook ads are ideal in helping drive traffic to your website and generating leads. Perhaps you just opened a business. Now is the time to draw people in and generate sales. Facebook ads are a great way to target an audience outside your existing followers to better reach your goals.
Talk to Peabody about how you can stand out in a crowded social landscape.