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How Do You Boost The Reach Of Your Posts On Facebook?

7 Oct 2015

 

In the early days of Facebook, posts from Fan pages were seen in news feeds far more frequently than they are today.  Organic Reach (as Facebook calls this concept) declined to about 16% in 2012 and as low as 4.5% to 6% today, meaning, on average, about 4-6% of your Fans will see an average post on your organization's Facebook page. 

 

Over time, Facebook has pushed advertisers to pay for greater reach among Fans and other Facebook Users. In essence, you can choose to pay for a Facebook ad or to "boost" a specific post to reach a targeted audience of your Fans and other users online.  Done carefully, this boosting can be a powerful tool to help your Fans see information about your business or organization that is useful to them. 

 

Here's a quick guide to boosting a post online: 

  • Step 1: Select the post you'd like to boost.  On the bottom right of the post, select "boost".

  • Step 2: Next, set an audience for that post. You can target the post by a user's interests, location, age, gender or choose to boost the post only to the people who "Like" your page and their friends.  

  • Step 3: Choose a budget and duration for the post. 

(For further information about how to boost a post, here's Facebook's how-to-guide. Here's also an interesting test about boosting vs. purchasing an ad and which gives you the best reach for your money.)

Now that we have the basics down, here are a few tips you can try in the boosting process: 

  • Define your target market as narrowly as possible with regards to interests, location, and demographics. 

  • Check that the target market to which you are boosting aligns with the content of your post. 

  • Experiment with your targeting to see which combination of interests and demographics gives you the greatest reach.

As part of our services, we can help you define (and test) what mix of paid ads, boosted posts, organic posts and other strategies are your best option. Contact us if we can help.

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