Boosted Posts vs. Meta Business Manager Ads: Which Should You Choose?

The debate between boosting posts on Facebook and creating ad campaigns via Meta Ads Manager is ongoing. Both strategies offer distinct advantages and disadvantages. Let’s dive into a comprehensive overview of each to help you decide which might be the better fit for your marketing goals.

Understanding Boosted Posts

Boosted posts typically begin their journey as organic content on a business’s Facebook page. When a post shows potential for high engagement, businesses can pay to “boost” it, increasing its visibility in users’ feeds. Boosting can be initiated at the time of posting or later on, converting an organic post into a paid ad. While it may start organically, make no mistake—boosted posts are a form of paid advertising.

Exploring Meta Business Manager Ads

Meta Business Manager offers a more sophisticated approach to advertising. From the outset, ads created here are intended to be paid promotions. Users can choose from various ad formats—such as display, video, and carousel—and leverage advanced targeting options. These include geographical, demographic, and behavioral targeting, among others. Let’s explore the pros and cons of each.

Boosted Posts

Pros:

Low Entry Cost: Boosted posts require a minimum daily ad spend of $1, making them accessible for small budgets and experimental marketing.

Cost-Effective Views: On average, boosted posts can achieve lower costs per 1,000 views compared to ads created in Meta Ads Manager, though this can vary.

Higher Engagement: Boosted posts often see higher rates of reactions (likes, loves, etc.) compared to Meta Business Manager ads. An experiment ran by Bitely confirmed that boosted posts excel in generating reactions (1).

Preview Performance: Starting as organic content allows marketers to gauge initial reactions before investing in boosting the post.

Cons:

Limited Targeting: While boosted posts offer basic targeting options, they lack the advanced capabilities available in Meta Business Manager.

Perceived Informality: Organic posts, even when boosted, might not be as polished or strategically designed as ads created specifically for paid campaigns.

Less Control: Boosted posts do not allow re-sizing for different formats nor any in-depth control of audience selection

Meta Business Manager Ads

Pros:

Advanced Targeting Options: Meta Business Manager provides more detailed targeting and placement options, allowing for precise control over ad delivery and budget allocation.

Higher Engagement: Ads created via Meta Ads Manager typically see higher overall engagement, with studies showing significant increases in clicks, interactions, and engagement time.

Diverse Call-to-Action Options: While both boosted posts and Meta ads offer a range of CTAs, Meta Ads Manager includes additional options like “Request Time,” “See Menu,” “Subscribe,” and more, catering to specific business needs.

Cons:

Higher Cost: The minimum daily spend for Meta Ads Manager is $5, which might be higher than some small businesses are willing to commit initially.

Less Shares: While Meta Business Ads out-perform boosted posts in most metrics, they come up short in regards to shares. Perhaps the seemingly “organic” nature of boosted posts leads to increased consumer engagement in this area.

Which is Better?

In most scenarios, Meta Business Manager is the superior choice due to its flexibility and advanced targeting options. The platform is designed with paid advertising in mind, ensuring that every element—copy, visuals, CTAs—is optimized for effective promotion. Boosted posts, while useful for specific objectives, generally offer less control and customization.

However, boosted posts have their place, especially for personal, community-focused, or timely announcements that began as organic content. Yet, it’s crucial to treat them as paid advertisements once boosted, maintaining the same level of quality and appropriateness as any other paid promotion. Always keep in mind that the moment you put money behind an organic post, it will sport the “sponsored” or “promoted” label.

Final Thoughts

Choosing between boosted posts and Meta Business Manager ads depends on your specific marketing goals, budget, and the nature of your content. For comprehensive campaigns and advanced targeting, Meta Business Manager is typically the better option. For budget-friendly experiments or enhancing already popular posts, boosted posts are a valuable tool.

To navigate these options effectively and avoid costly mistakes, consulting with an experienced marketing professional is advisable. At Ciniva, our team is ready to assist you in making the most informed decisions for your brand’s next move.

Sources:

1. Facebook Boosts vs Ads Manager: To boost or not to boost – Biteable