ESM Digital's Higher Ed Marketing Blog

What’s So Wrong with the Facebook Boost Button?

That boost button that pops up at the bottom of your Facebook posts is pretty enticing. After all, with Facebook organic reach plummeting, you need some alternative method to make sure your great content gets in front of your prospective students. So why not just hit that bright blue boost button and call it a day?

Stop! Back away from the Boost before it’s too late.

Here’s what’s wrong with the Facebook Boost Button:

Easy is lazy. And lazy is dangerous. It doesn’t ever yield effective results in the world of digital marketing. Sure, the boost button is conveniently located right on your page’s timeline. And you can quickly pick a general audience and cap your spend. But even a capped spend is still a spend! Don’t you want to allocate your marketing budget as effectively as possible? Then don’t rely on a set-it-and-forget-it strategy.

The audience is general. The Boost Button allows you to choose your audience based on an initial criteria of people who like your page or those people plus their friends. And while it does offer some specific targeting such as audience location, gender, age, interests and connections, it does not give you as many options as promoting posts through Facebook’s Ads Manager.

You can’t separate desktop from mobile. If you know your targeted audience is always online on their phone, why waste spend targeting them at a desktop? Promoted posts controlled through Ads Manager let you choose what’s best for your school and your prospects.

You’re limited in bid and budget. When you Boost a post, you can choose your budget and the duration of time you promote it. Simple, but pretty limiting. Promoted posts administered through Ads Manager allow you to choose how much you spend, when you spend and the method of your spend. You can opt for cost-per-click or set a cap – you can even switch between models. You can also allocate different percentages of your overall spend among multiple audiences to increase the likelihood that your promoted content will be seen by the audience you want.  And you can choose the time of day you spend and whether you target desktop or mobile.

At Effective Student Marketing, we know that the Boost Button can be a bad choice for your Facebook ads, while promoted posts can place your good content in front of the audiences you most want to reach.  If you’d like to learn more, contact us today.

~Linda Emma