TikTok vs. Instagram: Why IG Reels Are Outperforming TikTok Videos

TikTok vs. Instagram: Why IG Reels Are Outperforming TikTok Videos

Home > Social Media

TikTok vs. Instagram: Why IG Reels Are Outperforming TikTok Videos

IG Reels outperforming TikTok videos? This news headline may not have been on your bingo card for 2024, but according to a recent report from Emplifi, that’s exactly what happened in 2023.

Since its launch in 2020, Instagram Reels has been gradually gaining popularity, and in 2022 accounted for up to 20% of user activity on Instagram. Now, over 50% of Instagram users find new reel content on the Explore page.

So, why are Instagram Reels outperforming TikTok videos, given how popular TikTok has become in recent years? If you’re interested to learn more, keep reading.

What are the findings of the report?

Emplifi’s findings suggest that Instagram Reels performance rates for branded content have increased significantly, with longer videos outperforming short-form videos.

Long-form Instagram Reels received over 8,000 views between May and October 2023, while TikTok videos of the same length received just under 4,000 views, over 50% less. This suggests huge results for businesses that are creating branded content via Instagram Reels.

Additionally, the findings indicated that video length isn’t a factor for gaining views on TikTok, as all length forms generated roughly the same amount of views.

Now, we’re not suggesting that you delete your TikTok account and focus solely on Instagram Reels. However, we are interested to see how these results may have come about and what businesses can learn from this.

phone on record for a video

Why are Instagram Reels performing better for branded content?

To be truthful, there’s no surefire reason for why Instagram Reels have performed better than TikTok videos for branded content. It can largely depend on the quality of your content, how much your business or brand engages with its audience, among many other factors.

However, we’ve researched and discovered a few reasons why Instagram Reels may be getting more traction. Let’s take a look below.

Instagram heavily promotes Reel content

Instagram saw an opportunity to feature video content on user feeds – and took it. Since its inception, Reels has increased engagement and reach for brands, largely due to Instagram prioritising this form of content over stories and image-based posts.

It’s understandable though. Instagram stories have a shelf life of 24 hours, which is useful for sharing daily updates and connecting quickly with your followers, but doesn’t provide a good setup for long-lasting, quality content.

It’s likely that Instagram will continue to prioritise Reels in its algorithm going forward, no doubt due to the staggering findings of Emplifi’s report.

Instagram is more cost effective than Tiktok

TikTok advertising can be more expensive than Instagram. At a glance, TikTok ads start at £7.91 per CPM (cost per 1000 views) and require a minimum spend of £395 per campaign.

This probably isn’t too shocking for a large corporation, but for smaller businesses, this may not be cost effective.

Whilst the CPM for Instagram ads is similar to TikTok, there isn’t a minimum spend requirement in order to set up a campaign.

woman watching videos on social media

Instagram has a larger target audience

In comparison to TikTok, Instagram is used by a larger demographic of people. It currently has 2 billion active users, while TikTok has slightly less at 1,562 billion.

It also has a larger percentage of Gen-Z and Millennial users worldwide accessing the platform than TikTok, which gives more opportunities for brands and businesses to increase their reach and engagement in advertising.

Interestingly, Instagram users react more positively to sponsored posts and ads than TikTok users do, which indicates that businesses may have more success creating an advertising strategy on Instagram.

Are there cons to using Instagram Reels?

It wouldn’t be fair to provide all of the positives of using Instagram Reels without outlining some of the negatives.

Here are a couple of things to think about when considering Instagram Reels:

It can be harder to get views on Instagram

Whilst Instagram has been heavily promoting Reels on its platform, the Instagram algorithm plays a huge role in how well your Reel will perform. It essentially analyses every piece of content you’ve ever posted to the platform, including metadata, hashtags and engagement statistics, to ensure audiences are receiving content that is interesting and valuable to them.

So, if your content isn’t quality and valuable, it won’t reach the audience you’re targeting.

Creating high quality videos can be costly

Instagram Reels tend to be more polished than TikTok videos, so this can require a significant investment in equipment. For instance, you may need to purchase a proper camera or camcorder (instead of using the camera on your phone), lighting equipment and editing software.

TikTok’s content, on the other hand, tends to be more raw and authentic, so you don’t necessarily need to spend lots of money to create valuable content for its platform.

You can’t use recording artists music

If you’re a business or brand using a business account on Instagram, you won’t be able to use recording artists’ music on your Reels due to copyright issues.

This is, obviously, very frustrating if you want to add a catchy song to your Reel.

There are alternative options such as original music that will allow you to add a song to a Reel that includes ‘Original Music’ in the title. It may just take some research to find the right song.

Need support with your social media strategy?

Ultimately, there are pros and cons to using Instagram Reels and TikTok videos, and which platform/s you choose to use boils down to your target audience and the type of content you want to create.

However, if you’re looking to expand on your branded content, Instagram Reels appears to be a good option to test.

If you’d like to take your social media strategy further, get in touch with our friendly team of experts today. Or, for more tips and tricks on creating social media content, keep up with our blog.

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Giant Wednesday

How To Research Your Audience On LinkedIn

How To Research Your Audience On LinkedIn

How To Research Your Audience On LinkedIn

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Digital Marketing, technology & business insights, how-to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up for our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills.

If you want to know more, get in touch today 😎

LinkedIn For Audience Research

It might surprise you to know that LinkedIn can segment its audience under more categories than just ‘professionals’…

That’s right, you can learn more about your audience than you think through LinkedIn alone.

You might have a pretty solid vision in your head about what your audience looks like – and I’m talking demographics, not… hair colour.

But it’s the data from analytics and social media platforms that can help confirm that – or help you identify your audience better so you can make informed marketing decisions.

Focusing on the needs and interests of your audience helps you make more of an impact when it comes to pushing your message – and will save you a lot of time and money than if you went into it blind…

There are many ways you can learn about your audience, such as:

Today we’re focusing specifically on LinkedIn, looking at how we can learn more about our engaged audiences.

We’ll be focusing on looking at Follower Demographics and LinkedIn ads.

Let’s start by looking at,

What Follower Demographics can tell us about LinkedIn Audiences

 

If you head on over to your LinkedIn company page, head to the analytics tab and then select followers, you can see a few different graphs and tables.

First will be some highlights and following metrics. 

If you’re running LinkedIn advertising to boost your LinkedIn following, then you’ll be able to see the successes here with the breakdown between organic and sponsored follows.

If you scroll down, you’ll be able to see exactly who your followers are.

This is probably the most insight you’ll ever get into your audience on any social media platform… but pulling off an entire list, looking into everyone’s individual interests and demographics, and then cross-referencing them in some kinda matrix would be… exhausting.

So let’s go down to the ‘follower demographics’ – this is the aggregated demographics of your page followers. 

Sometimes it’s best to let the computers do it for you… right?

Here you can learn more about your audience with breakdowns that cover off:

  • Follower location
  • Follower job function
  • Job seniority
  • Industry
  • Company size

Already, with this insight into your audience, you can make informed decisions about your messaging on the platform.

As well as look to match it to other data sources you have for your audience, seeing if there’s any similarities or differences.

That’s the audience research done for you – thanks LinkedIn.

So how about,

 

Audience Research Using LinkedIn Ads

Well, within LinkedIn Campaign Manager, you are able to gain insight into your website demographics, with data matched from LinkedIn itself.

When it comes to audience research, this is gold!

This requires you having set up ‘website audiences’ which is an audience built on website visitors. An audience you might use for retargeting, for example.

You can set multiple website audiences up, such as a general audience of all website visitors, or ones who visit specific pages on your site.

When you look in LinkedIn Campaign Manager, and at website demographics, selecting the audience you want to look at, you’ll then be presented with some awesome data.

As I said, this is your website data mixed with the data LinkedIn has on those users – super valuable.

You’re able to break this down by specific date ranges, and have a look at the following data:

  • Job title
  • Company name
  • Company industry
  • Job seniority
  • Company size
  • Location

 

Which other analytics tools can tell you which companies are looking at your website?! This is great for B2B businesses!

Using these inbuilt tools from LinkedIn allows you to research your audience and make informed decisions about your future marketing efforts, making sure you’re nailing it from the get go. 

We highly recommend pairing it with audience research from other sources to get a full-rounded view on your audience – but remember that people’s motives on each platform are likely different.

That’s how to conduct audience research on LinkedIn!

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What Is Site Speed & How To Improve It

What Is Site Speed & How To Improve It

How To Improve Site Speed

Home > Social Media

Digital Marketing, technology & business insights, how-to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up for our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills.

If you want to know more, get in touch today 😎

We want our clothes deliveries yesterday, our takeaways fast and our websites to load NOW. 

I can’t help you with the first two… but I can help you make your website load fast and keep customers happy! Let’s explore site speed and how to improve it!

Let’s kick things off with an explanation…

 

What is Site Speed?

Site speed is essentially a measure of how long it takes for a page to load on your website.

Site speed is measured by looking at a sample of page views on a site, whereas page speed looks at a specific page. 

This is often reported back to you in a measurement of seconds… if it’s minutes, we’ve got to start wondering what year you’re in!

 

Why does Site Speed Matter?

Well, it’s important to know that site speed is important for you, website runners, in two ways…

One way is customer service, the other is the fact Google values it as a ranking factor! 

Google, being the clever beans they are, created a computer system modelled on the human brain called the deep neural network, and with 90% accuracy it was able to predict the following:

  • If your site takes between 1-3 seconds to load, the probability of a user ‘bouncing’ (or in other words, leaving your site) increases by 32%
  • A site speed of 1-5 seconds increases the bounce probability to 90%
  • 1-6 seconds increases the probability by 106%
  • And 1-10 seconds increases the probability of bouncing to 123%

So as you see, if you care about people visiting your site, having a positive experience with you and maybe even converting… then site speed is an important thing to work on.

And just to back up the Google brain there… recent surveys have found that 47% of users expect a site to load in 2 seconds or less, and 52% of users are more likely to be loyal to a page with fast loading speed.

It’s also an important factor when it comes to your SEO – with page speed a direct ranking factor.

Ultimately, everything Google considers an important factor to deserve to have your site seen online, is about providing customers with a superb experience. You see how it all adds up now?

So yeah, site speed – get on it.

Ok, we now know what it is, why it’s important, now let’s look at:

How to measure site speed

How do you know if you’re super slow or lightning quick?

There are loads of tools online, both paid and free, to help you find out what your site speed is, along with suggestions on what to improve.

One such option is loading up Google Analytics, clicking on the ‘Behaviour’ drop-down box, and then ‘Site Speed’, and then ‘overview’. 

Here you’ll be able to see your average page load time.

What’s more, you’ll be able to see how fast on average it takes to load on different browsers such as Firefox and the three people that still use Internet Explorer. 

You can also use tools like PageSpeed Insights to explore specific web pages.

This tool breaks down the various elements that make up page and site speed, giving you a great to-do list to help improve your speed yourself.

 

How to improve site speed

There are loads of different things you can do to improve your site speed, and tools, like I’ve already mentioned, will give you a great helping hand towards it all.

But my top four things you could go away and action today are:

  • Compress your images

A lot of the time, a slow load speed is caused by heavy file size photos and graphics on your page.

Make sure you’re optimising and compressing your images, keeping them around 200 kilobytes where possible.

You may need to strike a balance between quality and file size, so don’t put a bunch of pixelated images on your site just so it loads quickly.

 

  • Don’t host your own videos

It goes without saying, but videos are pretty big, and people aren’t going to sit around all day waiting for them to load. 

Use a third-party service such as YouTube or Vimeo and copy the embed code link to add the video to your site, without the hefty file size.

 

  • Sort out your CSS

Look into optimising your CSS… or ask your web development team to.

Your CSS will load in before anything visual appears to the user, so longer CSS load times can cause you problems. Get rid of any extra code and minimise your CSS files.

Some platforms such as Hubspot and WordPress actually have options to minimise your CSS automatically – so make sure you’re using those options where available. 

 

  • Enable Browser Caching

An easy way to speed up your site for returning visitors is to enable browser caching.

This stores a bit of information from your site on the user’s computer, so when they visit your site again, it will load even faster for them.

 

As I said, there are loads of tips to cover, but those are some great ones to get started on, so go out there and speed up your site.

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How To Conduct Facebook Audience Research

How To Conduct Facebook Audience Research

Audience Research Using Facebook

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

You may have got the impression that Facebook knows more about yourself than you do… 

Well, that might very well be true. BUT, as a wise man once said, “with great power, comes great opportunities for marketers”. 

With so much data available, there is a huge amount of benefits when it comes to learning more about your audience online! 

Today we’re going to take a dive into the wonderful world of audience research.

 

When it comes to reaching the right audience with your social media or digital marketing activity, you need to first work out who they are.

Focusing on the needs and interests of your audience helps you make more of an impact when it comes to pushing your message. In the long run, it’ll also save you a bucket more money than if you decided to go into it blind.

To start, there are a few different ways you can learn about your audience, such as:

  • Your own insight
  • Customer surveys
  • Google Analytics (other tools available)
  • Social media analytics

Today we’re focusing specifically on Facebook or Meta, and to help with that, we are going to look at one of the nifty, FREE, tools on their platform – the Facebook Audience Insights. Catchy name right? 

 

What are Facebook Audience Insights?

In short, it’s a tool that helps you better understand your Facebook audience.

If people are buying from you, or taking your desired actions on Facebook, then this is a great place to start to learn a little more about them or the things they have in common!

This tool from Meta lets you see information across two categories:

  • Your current audience
  • Your potential audience

Now you probably already guessed from the names, but ‘your current audience’ gives you some insight into who is currently interacting with your business (surprise surprise), and ‘your potential audience’ allows you to play around with the audience building options to find potential new people you probably haven’t reached yet. 

 

How Do You Use Facebook Audience Insights?

First things first, you’ll need a business page.

Then you’ll want to head over to the tool which you can find within Facebook Ads Manager. You can have a little search round for this yourself, but to save time, we’ll also be sure to leave a link around for you to click.

With that done, we are onto the good part. Make sure the right account is selected (if you have multiple) – you can select to look at your Facebook Page, Instagram and Ad account together or alone.

Then to start with, you can have a look at the insights surrounding your current audience.

In this section, we can see your page likes and then a breakdown of the age and gender of your current Facebook or Instagram following.

Notice any consistencies or vast differences? Make a note of this and ask yourself why?

Next you can see the top towns/cities that the audience who follow your page are from. 

And finally, it breaks down by the top countries.

Again, see if there’s anything different – or if it matches other data or perceptions you already had of your audience.

This data, mixed with other sources you might have on your audience, is great to help you maintain a successful marketing narrative, or to establish one already.

If you found all of your audience was from one specific town, state or area, you could create content for your Facebook and Instagram to target this commonality. 

Or If you found from the insights that your Facebook audience was high percentages of 30-year-olds, but your product/service is for the 60+ category – ask yourself why? Maybe the purchasers are their caregivers or children? Maybe you need to change up what you’re doing?

Next up, we have your potential audience.

This is the section where you get to play with filters!

Regardless of what you select in the filters, you’ll be able to gain insight into your audience through the likes of:

  • The number of people who fit into your criteria
  • Their age and gender
  • The top town/cities
  • The top countries

And, 

  • The top pages they like/follow

Cool – right?

Say your business is based in a specific town, and only services that area – for example, you’re a children’s entertainer…

Through conducting a bit of audience research using the filters on the Insights tool, selecting people of a specific age, with an interest in childcare… you can soon see who your target audience are and an overview of their interests by looking at pages.

And if that audience sounds perfect for you, you can even ‘create audience’ which will save it into your Ads Manager for you to run targeted advertising at later on.

 

Using the Facebook Audience Insights tool allows you to research your audience and make informed decisions about your future marketing efforts, making sure you’re nailing it from the get go.

We highly recommend pairing it with audience research from other sources to get a full rounded view on your audience – but remember that people’s motives on each platform are likely different.

That’s how to conduct audience research on Facebook! 

Get out there and find out more about your audiences and use the information to get the most bang for your buck on Facebook. After all, if Zuckerberg is going to be watching us every time we scroll through the holiday photos and cat pictures, there’s got to be some good in it for the rest of us right?!

 

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How To Boost A Post On LinkedIn

How To Boost A Post On LinkedIn

How To Boost Posts On LinkedIn

How To Boost Posts On LinkedIn

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

LinkedIn is SO popular nowadays that even Ryan Reynolds is on it! Cool, right?

It’s no longer just the ‘online CV’ people once thought it was, it’s a big ol’network of people you could be getting your business and message in front of.

Today I’m going to share with you the why’s and how’s of boosting posts on LinkedIn so your message gets seen.

When it comes to the topic we’re discussing today, we are talking about the act of boosting posts on business pages on LinkedIn – so bear that in mind.

So, let’s kick off with the big questions in life…

What does it mean to boost a post on LinkedIn?

Boosting a post on LinkedIn is exactly what it says on the tin… well, maybe in the small print.

It’s all about boosting the visibility of your post, helping it to be seen by a wider, targeted audience to help you achieve your objectives.

It helps as well, to make sure people outside of your LinkedIn page followers see your post – isn’t that useful?

It takes that organic glory and turns it into a boosted masterpiece.

 

What’s the difference between boosting a post & running an ad on LinkedIn?

When it comes to the difference between posting and ad-setting-up-ing, the biggest difference is the simplicity of it all.

It’s easier, in theory, to boost a post because there are limited options to select. It’s quicker in this way too, but as implied, this simplicity also comes with restrictions.

Boosting a post only gives you a limited amount of targeting options, objective setting and placement types – unlike running an ad that would give you the whole host of options.

This isn’t a bad thing though – because depending on your goal, one may work better than the other.

The decision is up to you, but today I’m talking boosting so how about we look at…

 

How to boost a post on LinkedIn

So first up it’s important to note that at the time of recording, you can only boost events, videos and posts with text or a single image. This might change over time, who knows!

You’re going to want to know which post you want to boost and then follow along:

  1. Access the admin view of your LinkedIn page and find the post in your feed
  2. Click the ‘boost’ button above the post to open up the next window
  3. Select an objective from either:
    Increase awareness of your post
    OR Get engagement on your post
  4. You’ll then select your audience type from either:
    Profile-based (things like job function, industry and seniority)
    Interest-based (which looks at the type of groups they’re involved with)
    A LinkedIn audience template (one they made earlier in true Bluepeter style)
    OR a saved audience (one you made earlier!)
  5. You’ll then continue to refine your audience based on the audience type you selected, for example; looking at location and exclusions
  6. Confirm the advanced options of automatic audience expansion (which will help show your ads to audiences similar to the one you just created) and LinkedIn audience network (a network that will help you reach 25% more people by running your ads on partner apps and websites)
  7. Set a start and end date for your campaign
  8. Set a lifetime budget
  9. Select an ad account to bill – it’ll either give you existing options of your ad accounts or will create one for you
  10. Take a look at the forecasted results, check you’re happy with the preview and then hit BOOST

 

Easy peasy LinkedIn squeezy. 

Once boosted, you’ll be able to track the post’s success in your ads account in Campaign Manager, as well as check out the post analytics itself.

And that’s it – go forth and boost your posts to achieve your objectives and do Giant things.

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How To Boost A Facebook Post

How To Boost A Facebook Post

How To Boost A Facebook Post

How To Boost A Facebook Post

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

For many people getting out in front of thousands of strangers is the stuff of nightmares, for those who work in marketing – it is an absolute dream. 

If you’re happy to fork out a little bit of cold hard cash to Facebook, then boosting posts can result in a pretty huge increase in your results, not to mention all of the potential new faces seeing your posts for the first time. 

Hi, I’m Ben, and today we’re going to go talk about boosting posts on Facebook, so hang around for this week’s Giant Wednesday.

So let’s start with the basics,

 

What does it mean to boost a post on Facebook?

Well, boosting a post on Facebook helps you to expand your audience beyond the people who already like your page. 

This gives you the opportunity to get in front of those who are outside of your immediate following and potentially get the social snowball rolling. 

Boosting will give you the chance to use in-built targeting options to make sure that your post isn’t just going to anyone. Instead, it’ll reach people who are more likely to be interested in what you’re offering.

What is the difference between boosted posts and Facebook ads?

A great question indeed!

Boosting a Facebook post is all about boosting something that currently exists organically on your timeline.

It helps give your post a new lease of life, getting it in front of new people quickly and easily.

When boosting a post, you’ll simply be asked who you want to reach, your budget, and how long you want an ad to run for.

However, when setting up a Facebook ad, you’re opening yourself up to far more options in terms of selecting ad placements, objectives, creative control, advanced targeting and more.

Which path to pick is very much down to the objective of your ad and, realistically, how much time you have.

And you should know that you can boost an Instagram post too – and lucky for you, we’ve covered that before.

If you want to set up a Facebook or Instagram with the full range of audience targeting options, formats, and the other advanced extras, then you will want to set that up on Facebook business manager. 

However, if you have a smaller budget, want to get things set up quickly, or just want to get a few extra eyes on your posts, then boosted posts are the one for you. 

Ok so now, into the nitty-gritty…

How to boost a post on Facebook

Now I’m assuming that you’ve already got a Facebook Page set up and have page role controls to advertise.

If not… get that sorted first.

But if you do, then follow these steps:

  1. Head on over to your Facebook Page
  2. Find the post you want to boost – this might be a job post, an event, a video, a discount code…
  3. Select ‘boost post’ which you’ll find at the bottom right of your post
  4. Fill in the following details:
    Goal: what results would you like from this ad? Messages, views, calls?
    Audience: choose either a recommended audience or create a new one based on specific traits such as interests and demographics

    Total budget: select a recommended budget or provide your own depending on how much you want to spend. Have a play here, because a little can get you a long way with the right targeting.

    Duration: how long do you want your ad to run for?

    Placement: would you like your boosted post to show on other Meta products like Instagram and Messenger?

    Payment method: review what’s already set up, or update your details as you need
  5. Select ‘boost’ and let it work its magic!

 

See, easy peasy.

Your boosted post will be subject to review to make sure it follows Meta’s Advertising Policies which can take up to 24 hours, so make sure you consider this extra time.

And that’s that – your boosted post will be… boosted, appearing in the feeds of your tailored audience and helping you generate more views and engagement.

You can monitor the success of your boosted post within the post analytics, deciding whether to push more budget or to pause it entirely.

So, go forth and boost and let us know how it goes!

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