Business owners may have noticed the always visible “BOOST” button on Facebook posts.
They may ask themselves, why boost posts?
Well, boosting Facebook posts and developing ads help business owners reach more followers and members of their target demographic. Boosts allow you to not only access more of your own followers, but also help you reach those outside your target market. So, in order to reach optimum visibility, boosting is a must!
To start, business owners should look at overall page likes and compare that number to the average reach on original content. The comparison between page likes and reach will show that the two numbers don't match up. This is okay, considering that it’s not technically possible for every single follower to see every single post. But boosting is a tool that can help reach more of an audience than usual. It’s very likely that un-boosted posts are being seen by the same members of an audience, over and over again.
Here's an example for a little clarity.
This graphic shows organic reach from a basic post on the sample business's Facebook page.
The sample business's Facebook page has just over 24,000 page likes.
We see that even though overall page likes are high, usual reach is pretty low.
This graphic is taken from a boosted post on the sample business' Facebook page.
The organic reach seen above is the reach a post could generate on its own through Facebook's algorithm. The paid reach is that generated from the boost.
As seen above, the sample company more than doubled its existing reach by boosting one post.
Boost reach is calculated based on the amount spent, the geographical radius of the post and the target audience for the post. Knowing who to target is the most important step in boosting. Though, understanding who exactly to push boosts to can be somewhat difficult, business owners can always find help through specialists.
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