Facebook Best Practices: Posting vs. Boosting vs. Advertising

Abstract

Facebook Posts Regular posts published to Facebook's newsfeed appear on your follower's feeds and are influenced by the algorithm, meaning Facebook decides which content is shown, when it shows, to whom it shows, and how often it shows. In order to make the most out of your Facebook posts, consider: What's your goal - Think about what you want to accomplish by publishing a post. Boosting Posts on Facebook Boosting a post is when you take a post that you've posted on your newsfeed and push it out to more people on Facebook by assigning it an ad budget and specifying some targeting criteria. To boost a post, you'll choose your target audience, determine how much you want to spend on the post, and select a timeline for how many days you want the post to be boosted. Boosted posts are a more simple form of advertising because you don't use Ads Manager to create the posts, though we recommend always using Ads Manager to handle targeting criteria such as creating and managing audiences, and you're more limited in how much you can customize your targeting. If you're ready to commit the time to posting regularly, 3-5 times a week, and supporting organic social media posts with paid advertising when it makes sense, Facebook could be a valuable platform for you to grow and engage your audience, and connect with your future customers. In summary: Use regular posts when: You want to share relevant information with the people who follow you, such as a local business or community spotlight You want to provide resources to your audience You want to share personal stories and anecdotes Use boosted posts when: You want to increase brand awareness, such as when you're just starting out You want to increase engagement through visibility on your posts, especially for timely events and recognition Use Facebook ads when: You want to drive traffic to your website, including to listing pages You want to generate leads You want to reach a wider audience, such as out-of-state buyers There are so many ways you can leverage Facebook and all of its features to help grow your real estate business online.