Why Boosting Posts on Facebook is a Waste of Money for Political Campaigns and Advertisers
Boosting posts on Facebook has become a popular marketing tool for political campaigns. But is it really worth the investment? Spoiler alert: the answer is no. In fact, Facebook's boost feature is a terrible, horrible, no good, very bad way to spend your money.
Let's start by understanding the limitations of the Facebook boost feature. When you boost a post, you are essentially paying Facebook to show your content to a wider audience. However, Facebook's algorithms prioritize content that is engaging and relevant to users. Boosted posts are often seen as less authentic and less engaging than organic content, which means that they are less likely to be shown to users who would actually be interested in the content and are alternatively just shown to anyone Facebook can find. This audience is usually not highly targeted by other advertising groups for a reason. This limitation is especially detrimental to political campaigns, as the goal is to create authentic and engaging content that resonates with voters.
Boosted posts can also harm a political campaign's long term organic reach. Facebook's algorithm takes into account the engagement levels of your content when deciding how often to show it to users. If your boosted post receives low engagement, Facebook may see your campaign’s entire page as less relevant and engaging, leading to a decrease in organic reach for future posts.
But wait, there's more. Boosting posts can be a total waste of money when it comes to targeting specific audiences. While Facebook allows you to choose certain demographics, interests, and behaviors for your boosted post, these options are limited compared to the advanced targeting options available through Facebook Ads Manager. By showing the message to the wrong people, the campaign is not only wasting money but also failing to reach the correct intended audience of registered voters.
The Modern Cartographers do not boost posts.
Free of the limitations of Facebook’s targeting, we utilize high quality data files to build high propensity audiences of registered voters and upload custom audiences within Facebook. The custom audience match ensures that our campaigns are delivered only to likely registered voters in the district, city, or ward.
Save your campaign resources.
Engage the right voters.
Win your elections.
By avoiding the Terrible, Horrible, No Good, Very Bad Facebook Boost.
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