Promoted vs Boosted Posts: What's the difference?

Do you know the difference between a promoted post and a boosted post? It's a question I hear all the time. And to be honest...they’re actually pretty similar.

But on Facebook it’s important to understand HOW an ad type works so you know exactly WHEN to use it.

{Watch the video here} I walk you through step-by-step how to create the most rocking promoted post ever!

Let’s get to it:

A boosted post and promoted post are actually the same ad type- Post Engagement Ad. This means you’re optimizing for likes, comments and shares.

So what’s the difference?

A promoted post is created in Ads Manager by selecting “Boost Your Posts” or in Power Editor by selecting “Page Post Engagement.”

And a boosted post is created when you hit the ‘boost’ button under a post on your page.

The main difference between the two is the targeting options.

You have some targeting options when you boost a post, but not as many if you created it in Ads Manager or Power Editor.

The good news is…boosted posts are a quick an easy to share content with your fans.

But if you want to dive in a little more and target visitors to your website or target users based on demographics like job title, relationship statues, education level, etc you’ll need to head over to Ads Manager.

So when should use Promoted or Boosted Posts?

We all know organic reach is crazy low these days and this is a great way to make sure you’re staying in front of your audience.

I ‘boost’ a post on my page each week to remind people about my weekly webinar series. I get a few sign ups here and there, but my main goal is to let people know about it.

Remember, you’re not optimizing for conversions so if you want to build your email list, this isn’t the best ad type for your goals.

But it’s great for:

- Reminding people about an event or promotion - Sharing your latest blog posts or tutorials

Basically, if it’s content you created- boost it. You spent a lot of time creating it so you want to make sure people see it.

But before you go hitting that ‘boost’ button, make sure you don’t skip this step. It will help with engagement and it’s one step I see a lot of people skip.

When you share a link on Facebook, it automatically pulls in an image from your website. Sometimes this image doesn’t look so great and you want to swap it out.

And the good news is you can!

When I share this link this is the image that it pulls up…


Not very pretty. But if I click where it says ‘Upload Image’ I’m able to swap out this image for one that I like.

And now it looks like this…

Screen Shot 2015-08-17 at 3.28.15 PM
Screen Shot 2015-08-17 at 3.28.15 PM

Much better.

Ok, that’s it for this week! Are you using Promoted or Boosted Posts in your business?