Is Boosting Content Bad? A Strategic Approach
Many business owners approach paid promotion with this big hesitation. They've heard mixed messages: "Never boost posts!" or "Always boost everything!" The truth lies somewhere in between.
The Boosting Misconception
Boosting isn't inherently good or bad. It's a tool but it’s only as effective as your strategy behind it. The most common mistake we see is using boosting to "rescue" underperforming content, hoping that throwing money at a post will somehow make it resonate. Trust me… it won’t!
Instead, think of boosting as amplification rather than rescue. Here's how to approach it strategically:
1. Filling Your Retargeting Funnel
One of our favorite strategies is boosting content that drives traffic to landing pages where we've set up retargeting pixels. It gives you a warm audience who have already engaged with your content, making your retargeting ads significantly more effective and much more cost-efficient.
2. Amplifying What's Already Working
Look for content that's gaining organic traction. That’s your posts with higher-than-average engagement, shares, or conversion rates. When you boost content that's already resonating, you're amplifying a message that your audience has validated.
3. Content Extension Strategy
Algorithms will naturally slow down your post's reach after a while. When they do… a strategic boost can give high-performing content a second life. This is particularly valuable for evergreen content that continues to provide value beyond its initial posting date.
4. Pre-launch Audience Warming
Boost value-driven content related to an upcoming launch or offer to warm up your audience before you ask for the sale. This primes your audience with helpful information, making them more receptive when your offer finally arrives.
5. Email List Growth
Boost posts that link to lead magnets or newsletter sign-ups to grow your email list. This is typically more cost-effective than running dedicated lead generation campaigns and allows you to nurture relationships through multiple channels.
6. Community Building
Boost posts that encourage meaningful comments and conversations to build community engagement. The discussions generated often improve your organic reach over time as algorithms recognize your content as conversation-worthy.
7. Cross-Platform Traffic
Use boosted posts to drive traffic to your content on other platforms (podcast, YouTube, etc.) where the algorithm might be more favorable for organic growth or where you have different monetization strategies in place.
9. Testing Content Before Full Campaign Investment
Before investing in a full-scale ad campaign, use a modest boost to test different content pieces. This gives you valuable data on which messages and visuals perform best before and what you should put bigger budgets behind.
Beyond the Boost: Creating Strategic Campaigns
The most sophisticated approach is using boosted posts as part of a larger funnel:
Awareness: Boost broad-appeal content to cold audiences
Consideration: Retarget those who engaged with more specific content
Conversion: Present offers to warm audiences who've consumed multiple content pieces
This creates a journey that nurtures potential customers rather than immediately asking for the sale.
The Bottom Line
Boosting isn't terrible for your account… if done strategically. It can be a powerful tool in your marketing arsenal. The key is being intentional and viewing boosting as part of a larger strategy, not just a way to get more eyes on a single post.
Next time you're considering a boost, ask yourself: "What’s the strategy here?". When your boosting decisions are tied to specific business objectives, you'll see far better results than random promotion.
Need help developing a comprehensive content strategy that includes both organic and paid components? Contact us for personalized guidance.