An Author’s Guide to Facebook’s “Boost Post”

Written by on November 4, 2013 in Books & Self-Publishing, Self-Publishing - Leave a Comment

Which Facebook posts are best to boost?You’ve made the decision to self-publish your latest book and now you’re working to promote it via social media. Congrats! It’s exciting and possibly overwhelming – especially on Facebook where brand and author fan page administrators are often being asked if they’d like to pay to “boost” their posts.

So, if you’re wondering just how the “boost” function of Facebook works, this post is for you!

First, to “boost” is to pay.

Facebook is out to make money, so they’ve developed some complicated algorithms that control who sees your posts. They also keep a pretty tight lid on just how those algorithms work, but – if you want more people to see your posts – you might consider paying to increase your reach.

It’s relatively simple and allows you to boost your post in a way that fits your budget. You can invest as little as $5 to see a single post displayed in the feeds of a greater number of your followers.

Important note: previously, Facebook called the “boost” function “promoting” your posts.

Second, “boosting” isn’t the same as Facebook advertising.

Facebook also has an advertising feature. These are the ads that you see on the right hand side of the screen when you scroll down. These are driven by different metrics and are paid for on a pay-per-click basis. Boosted posts, however, show up in the actual news feeds of your followers.

Third, “boosting” is really targeting.

When you’ve made the decision to boost a post, you have the ability to specifically target followers. Essentially, you’re paying to access followers who will be the most interested in the information that you have to share. This can be very powerful if you’re interested in reaching a specific demographic (including sex, age, interests, location, and more) as you promote your book via social media.

Fourth, effective “boosting” requires an analysis of your posts.

You shouldn’t boost all of your posts. Instead, you need to take the time to figure out which posts are worth boosting. Ask yourself a few questions:

  • Does this post have a specific call to action? – Maybe you’re asking your fans to visit your new website! If it does, it’s a candidate for the boost feature.
  • Does this post ask a question? – Maybe you’re polling your fans to determine the best title for your newest project? If it does, it may be a candidate for the boost feature.
  • Does this post promote a giveaway or special event? – Maybe you’re doing a giveaway to celebrate 500 Facebook fans! If it does, it may be a candidate for the boost feature.
  • Does this post include a photo? – Maybe you’re debuting a new book cover or portrait of a character! If it does, it may be a candidate for the boost feature.

Have you tried the boost feature on individual posts? If so, do you feel you’ve gotten your money out of it?


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