Facebook Boosting On A Budget

Out of curiosity, I ‘boosted’ a couple of posts on my photography Facebook page yesterday. As this was simply an experiment as opposed to a means of gaining any real traction, I selected the bare minimum from the drop-down menu (before realising you can specify your own budget), which – without explanation – differed between both my chosen posts.

My photography page has been hovering around 900+ ‘likes’ for some time, and I really only pick up a new ‘like’ every other day. I’m happy with the level of interaction on my page, averaging about 300-400 views with each update, but it would be great to reach a wider crowd and tap into my audiences’ network of friends.

The first post I boosted was an individual photo I’d uploaded to a Facebook album. I paid £3 to potentially reach a further 1900 – 3600 people (estimation), targeting my audiences’ friends. It seemed a good bargain, and despite falling short in its estimation and ‘only’ reaching 1307 people, it still felt worth the £3 investment.

Out of those 1307 people, 47 clicked on the photo and 6 ‘liked’ my page. Prior to paying Facebook to boost my photo, it had just over 300 views. I was happy with these figures, especially my new page ‘likes’.

I decided to boost a different breed of post, one that linked to my blog, showcasing multiple photos of a recent wedding I had shot. I thought this would be more successful in engaging users as there were a number of different photos, and peeking into someone else’s wedding day is interesting. I was a lot more specific with my targeting this time, choosing to reach women aged between 24 and 31 in the UK. The minimum budget of this was £9, a bit pricier than the individual photo… yet I’m not sure why.

The paid reach of this link was 4868 people, which is significantly higher than the individual photo I had boosted. Despite that, the interaction felt poorer.

98 people viewed the post on my Facebook page (more than double the post views my other experiment had returned), with 67 people clicking through to the link and bringing them to my blog. 9 people ‘liked’ the post. No new page ‘likes’, though, which is ultimately what I was hoping for.

It seems photos posted directly to Facebook perform better engagement-wise than those linking to external sites. Once people click the external link, opening a new window or tab, they may get distracted and fail to navigate back to the Facebook page, producing less chance of a ‘like’.

Given how affordable (and addictive) it is to boost a post, I’ll definitely be trying this method again, especially in regards to promoting my wedding work. However, instead of boosting a post that links to my blog, I’ll be uploading the wedding photos to a Facebook album instead. I must remind myself, though, that £10 to boost a new post won’t break the bank, but doing so for every update quickly adds up.

So, yes, after my boosting spree my Facebook page is sitting at 948 ‘likes’. Round it up to 950 by giving me a ‘like’, will you?

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About Ashley Baxter

Ashley is building With Jack, business insurance on a first name basis. She likes video games, photography, and her dog, Indie. Based in Glasgow, Scotland.

Glasgow, Scotland iamashley.co.uk