Information in this blog post was obtained from Hubspot Blog, Moz.com, and Hootsuite.
In the realm of social media marketing, the distinction between boosted posts and ads can often be confusing for businesses seeking to maximize their online presence. While both serve the common goal of expanding reach and engagement, they operate on different principles, each offering unique advantages and disadvantages.
This confusion isn't unfamiliar to me. Not too long ago, I struggled to differentiate between the two myself. I vividly remember launching a campaign, thinking it was a perfectly crafted ad, only to realize later that it was just a boosted post with minimal impact. Determined to unravel the mystery, I delved deeper into social media advertising, seeking guidance, attending workshops, and experimenting with campaigns.
Through perseverance and a willingness to learn, I conquered my confusion. Today, I confidently leverage boosted posts and ads to enhance my brand's online presence and engage with my audience effectively. If you, like me, have ever found yourself scratching your head over the differences between boosted posts and ads, keep reading! Soon, you'll grasp the difference and wield both boosted posts and ads to your advantage like a pro!
What's the Difference Between a Boosted Post and An Ad?
Let's dive into the nitty-gritty! Boosted posts and ads may seem similar, but they start off in very different places. Boosted posts kick-off as your regular, everyday posts that you share on your page, like pictures of your latest products or updates about your business. On the other hand, ads are like blank canvases that you fill in using special tools like Meta Ads Manager or LinkedIn Campaign Manager.
Now, here's where things get interesting. Creating ads is a bit like building something from scratch – it takes time and effort. You have to choose the right images, write catchy captions, and decide who you want to target with your ad. It's like crafting a work of art! Boosted posts, on the other hand, are like giving a little boost to something you've already shared. It's like adding a turbocharger to your car – it helps your post reach more people but without all the hassle of starting from scratch.
Boosted posts and ads both have their perks and pitfalls. Boosted posts are quick and easy to set up, but they might not give you as much control over who sees your content. Ads, on the other hand, give you more customization options, but they can take a bit more time and effort to create.
So, whether you're boosting posts or creating ads, it's important to understand the ins and outs of each option. In this blog post, we'll take a closer look at the advantages and disadvantages of both, so you can make informed decisions about how to best promote your business on social media. So, grab a cup of coffee and get ready to become a social media marketing pro!
Advantages and Disadvantages of Boosted Posts
Pros
Boosted posts have some pretty cool perks. One biggie is how flexible they are with timing. Say you put up a post and people are loving it. With boosted posts, you're not stuck to a strict schedule. Nope, you can jump on the excitement right then and there with just a few taps. It's like catching a wave when it's at its highest! Being able to do this is super handy in the speedy world of social media.
And here's another plus: boosted posts won't burn a hole in your pocket. Unlike old-school ads that need loads of cash and planning, boosted posts are budget-friendly. You don't need fancy setups or super complicated targeting strategies. It's simple and easy, perfect for any business, big or small. So, boosted posts not only let you be flexible with timing but also help you stretch your marketing budget further. Talk about a win-win!
Cons
Boosted posts have a little downside too. When you boost a post, it shows up as an "ad" to your followers. This means they know you paid to get it in front of them, instead of it just popping up naturally, which may not sit well with some audiences. Plus, when you boost a post, you can't get super specific about who sees it like you can with ads. Ads give you the power to pick exactly who you want to target and where your ad shows up.
Oh, and here's another bummer: If you're boosting posts on iPhones, there's a new fee starting in 2024. iPhone users have to pay a 30% service fee. That's a pretty big chunk of change, especially for folks who do a lot of mobile marketing. So, boosting posts might not be as peachy on iOS devices anymore.
Advantages and Disadvantages of Ads
Pros
Social ads have some pretty sweet perks too. One perk is how customizable they are compared to boosted posts. With social ads, you're the boss! You get to pick where your ad shows up, when it goes live, and even how it looks. From the design to the call-to-action buttons, it's all up to you. Plus, you can choose from different objectives like getting more people to visit your store or sparking conversations with your audience.
But wait, there's more! Making ads from scratch means you can fine-tune who sees your ad. Fancy tools let you create "lookalike audiences," which means finding people who are similar to your existing customers. It's like finding your tribe in a sea of internet users! Plus, you can mix and match different audience types to target exactly who you want. It's like painting a picture of your ideal customer and then finding them online. So, social ads aren't just customizable – they're super targeted too!
Cons
Here's the deal: When businesses share posts on their Facebook pages, not everyone sees it. This is due to Facebook's complex algorithm, which determines what content each user will see in their feed. For example, Facebook estimates that only 16% of a company's followers will actually see every post the business has published.
And here's another thing: Making social ads takes way more time than just boosting a post. Sure, ads give you more options to play around with, but they also take up a lot of time. You've got to think about the design, the words, the buttons – the whole shebang. It's like putting together a puzzle, but a complicated one! So, while ads might be more customizable, they also mean spending a lot of extra time from a marketer's already busy schedule.
Conclusion
In conclusion, understanding the difference between boosted posts and ads is essential for all marketers. Whether opting for boosted posts or ads, the key lies in utilizing these tools strategically to maximize engagement, expand reach, and achieve desired outcomes in the landscape of digital marketing. By staying informed and adaptable, businesses can navigate the complexities of social media promotion and drive impressive results in today's competitive online atmosphere. My journey from confusion to clarity is a testament to the power of perseverance and continuous learning.
I hope this blog post has made things clearer for you, and I'm sure you'll all be better marketers because of it! With this new understanding, let's tackle social media with confidence, using boosted posts and ads to make our brands shine. Together, we'll conquer the ever-changing world of social media.
For more information about Facebook advertising, visit my colleague Laura's post about Facebook Live here.
Resources
Green, S. (2021, November 10). Boosted posts vs. paid ads: Key differences and when to use each. HubSpot Blog. https://blog.hubspot.com/marketing/boosted-posts-vs-ad
Newberry, C. (2024, March 27). Boosted posts vs. ADS: Tips for Facebook, Instagram, LinkedIn. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/boosted-posts-vs-ad/#Boosted_posts_vs_ads_whats_the_difference
Vanning, J. (2012, July 19). Facebook promoted posts vs sponsored stories. Moz. https://moz.com/blog/facebook-promoted-post-vs-sponsored-story-test
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