What Are the Key Differences Between Boosted Posts and Facebook Ads?

Have you ever been confused about the difference between boosting a post and Facebook Ads? We are here to help give you some insight into the key differences of each and when you should use each tactic.

Navigating social media for businesses can be daunting. Although you may have amassed a substantial following, your organic posts only reach a fraction of your audience. So, when you are launching a new product or aiming for widespread awareness, it's time to consider paid advertising.

Boosted Posts

Boosted posts on Facebook are essentially regular posts from your page that you pay to promote to a specific audience. It’s a hassle-free method to expand your content’s reach beyond your current followers. When you boost a post, Facebook guides you through selecting your target audience and setting a budget. The platform then spreads your investment over the chosen duration. This effortless setup, directly from your timeline, makes boosted posts popular. They are cost-effective compared to other advertising methods, making them a viable option for businesses with limited budgets.

However, there are downsides. Boosted posts are labeled as ads, revealing that you've paid for the visibility. Plus, your audience customization options are somewhat restricted. Despite these limitations, boosted posts remain a straightforward way to amplify your online presence.

Facebook Ads

Creating Facebook ads via Ads Manager grants extensive customization compared to boosted posts. You gain control over ad placements, extending beyond Facebook and Instagram to options like Messenger, instant articles, and Audience Network. Defining objectives aligns your marketing strategy with business goals, offering choices from store traffic to lead generation. Creativity thrives with carousels, detailed descriptions, and compelling call-to-action buttons. Audience targeting becomes precise, allowing the creation of "lookalike audiences" and overlapping audience types.

However, challenges surface: crafting ads demands a deep understanding of your audience, and you start from scratch, unlike boosting existing posts. Additionally, the enhanced features come at a higher cost compared to the simpler boosted posts. Despite complexities, the flexibility and reach potential make Facebook ads a powerful tool for businesses.

When Should You Use Each

Choosing between boosted posts and Facebook ads boils down to your specific goals and budget allocation. Boosted posts enhance exposure, making them ideal for expanding your audience, increasing engagement, and promoting promotions or testimonials. It's effective for raising awareness, though conversion might not be immediate. Boost posts that are already performing well organically to maximize impact.

On the other hand, if you aim to convert visitors, generate leads, drive online or in-store sales, or showcase your products effectively, investing in Facebook ads is the way to go. Ads offer detailed targeting, making them perfect for reaching potential customers who closely resemble your existing audience.

By understanding your goals and audience, you can strategically utilize both options in your marketing efforts, ensuring maximum impact and optimal results for your business.

Cate Bender, the author, is Project Coordinator of Marketing Keys