WHAT’S THE DIFFERENCE BETWEEN FACEBOOK ADS AND BOOSTED POSTS?
When you’re marketing your brand on Facebook, you might not know which options are right for your brand’s goals.
1. FACEBOOK ADS
Facebook ads and boosted posts may appear to be the same because they both show up as “sponsored” content in users’ News Feeds, right alongside status updates, photos, and videos from their friends.
The biggest difference between Facebook ads and boosted posts is what’s under the bonnet. Facebook ads offer a range of analytics options, offering several different ways brands can track ad engagement and define campaign goals. What’s more, Facebook ads offer highly specific targeting options, allowing you to target ads to users by age, gender, location, interests, and other criteria.
Facebook ads also have richer formatting options than Facebook posts, with options for carousel ads, slideshow ads, canvas ads, and more. Some of Facebook’s ad formats are built with specific campaign goals in mind, with options for ads that collect leads, direct users to your website, and promote products. Ads can also include call to action buttons, making them a more dynamic choice for social media marketing professionals.
WHAT MORE CAN YOU DO WITH FACEBOOK ADS?
Use specific ad objectives
Maintain creative control
Choose different ad placements
Use advance targeting capabilities
2. BOOSTED POSTS
Boosted posts are a little less complex than Facebook ads and are easier to get a handle on if you are used to Facebook’s News Feed. Unlike an ad, a boosted post is simply a regular Facebook post that you pay to reach a wider audience. This ensures that your post is seen by a larger number of users, or seen more often by users who are likely to engage with its content.
Facebook boosted posts have one key benefit over Facebook ads: free audience research. Most brands boost posts after they already have audience engagement data, making it possible to boost posts that they know perform well with their audience.
“…boosted posts are still considered ads because they require budget to be shared with a wider audience.”
WHEN YOU BOOST A POST, YOU'LL TELL FACEBOOK 3 THINGS:
WHO YOU WANT TO REACH: You'll pick a target audience of the type of people you want to connect with;
YOUR MAXIMUM BUDGET: You'll tell Facebook exactly how much you want to spend over the course of your entire campaign; and
HOW LONG YOU WANT YOUR AD TO RUN: Once you click “Boost” and your ad is approved, people in your target audience will see your ad in their News Feed for the duration you've set.
CHOOSING ADS VS. POSTS
Choosing between Facebook ads and boosted posts largely depends on your social media marketing goals.
Each format tends to encourage different outcomes. Facebook ads tend to have a bigger immediate impact and translate directly to campaign goals, like lead captures, app installations, and sales. On certain campaigns, the added functionality of Facebook ads might make them a better fit for your campaign.
Meanwhile, boosted posts tend to improve your brand’s social media engagement metrics and overall social presence. For specific campaigns, the decision between an ad and a boosted post will come down to long-term vs. short term outcomes. On a wider level, a mix of Facebook ads and boosted posts are usually the best way to break up your Facebook social media marketing budget. Boosted posts will allow you to build your brand’s reach and fan base, while ads can help you translate your brand’s presence into tangible outcomes. This one-two punch will allow you to build likes and fans, then turn your new followers into actual customers.
WHEN TO USE FACEBOOK ADS VS BOOSTED POSTS
It's important for any business to identify exactly what they're hoping to achieve with an ad. For example, if you want audience engagement on your Page or to develop your brand awareness, boosting a post is a great way to maximise visibility and grow your audience. To create more advanced ad types and campaigns, use Facebook ads.
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