As a marketing tool, Facebook can admittedly be tough to keep up with, particularly as a business owner as you balance the myriad of marketing techniques at your disposal. Case in point is making the decision to boost a post versus promoting a post versus creating a Newsfeed ad. It’s a common topic that we hear our clients inquiring about, which is why we decided to outline the pros and cons of each. We will address the differences between the three options so that you can better determine which approach is best for your marketing efforts.

Why Spend Money on Facebook?

When it comes right down to it, all three approaches share a similar endgame: getting your content in front of more viewers by way of spending money rather than relying on organic reach. As Facebook began decreasing the organic reach for your business pages over the past few years, the need to boost or promote posts or utilize the newsfeed ads option became increasingly more important in order to have your message seen by your community’s news feed. This isn’t to say you need to pay for every post, but it is an effective way to make sure your important messages - i.e. a sale, special, upcoming event, announcements, etc.… – are reaching your intended audience.

Boosted Post VS Promoted Post VS Newsfeed Ad

Boosting a Post:

Boosting a post is probably the easiest of the three options, requiring you to simply click the Boost Post button that appears in the lower right corner of all of your Facebook posts.

Boosting a post allows you to push your post to either the people who like your page and their friends OR people you choose through targeting. Targeting can be narrowed or broadened based on your selections for location, age, gender, and interests. Either way, the benefit of boosting a post is that it allows you to reach a broader audience while putting in relatively little work on your end (while also controlling the amount of money you spend).

Promoting a Post:

Promoted posts utilize the Ads Manager or Power Editor feature in Facebook, allowing for more targeting, as well as pricing and bidding options.

Promoting a post goes a few steps beyond the boost option by providing you with more control over who sees your ad and how you pay for it. There are more options in Page Post Engagement, including setting limits for who sees your promoted post and how you bid and budget your promoted post. Promoted posts are essentially a middle ground between boosted posts and Facebook ads, allowing you to target more specifically without having to go as far as creating a newsfeed ad.

Newsfeed Ads:

Like Promoted Posts, Newsfeed Ads are created in the Power Editor. The difference however is that Newsfeed Ads do not appear organically on the wall of your businesses Facebook page.

Newsfeed ads appear in the Newsfeed of targeted users, appearing as a ‘suggested post’ with the word ‘sponsored’ in the description. Another beneficial feature is that when a newsfeed ad appears in the newsfeed of a user who is not already a follower of your page, they will see the “Like Page” button, which can be advantageous in gaining new followers rather than simply conveying your message. You can also use a vanity link instead of just directing users to your website.

“So, Which One Should I Use??”

Each of the options are going to be beneficial to your businesses Facebook page, and therefore your business; however whether you decide to boost, promote, or create an ad, you want to make sure you’re doing so with the right intent (i.e. putting money behind a meaningful Facebook post), that you are targeting the right audience (i.e. not targeting viewers in Alaska who are most likely never going to venture into your store), and that you are following up with each paid post by tracking your results. So, which one should you use? Chances are all three. Review each option and find the one that works for your specific post.

Still not sure? D3 can do it for you!

Call or Email us today to learn more about paid posts from our social media experts.
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