When it comes to advertising your podcast on Facebook, my advice around the boost post button is pretty much identical to the advice the sealed section of Dolly magazine gave me about french kissing when I was twelve: use it sparingly, and only when you’re sure it’s the right course of action.
The type of Facebook ad you choose to run should always come down to the action that you want someone to take. If you want them to click through and listen to your episode, you’d choose a clicks to website ad; if you want them to sign up to your mailing list so you can let them know about new episodes and products, you’d most likely want to run with a website conversions ad. That blue “boost post” button might be really tempting if you’re time poor and feel overwhelmed by Power Editor, but it may not be the best option for what you’re trying to achieve.
Boosted posts are optimised for engagement within Facebook; so they’ll be served to people who are really trigger-happy with the like and share buttons and are regularly commenting on page posts, rather than people who are likely to click out of Facebook and/or sign up for whatever it is you want them to sign up for. That’s not to say that they won’t, but it’s less likely.
It’s also not to say that this shouldn’t be part of your strategy when promoting your podcast. Boosted posts are a great way of raising your social proof – of boosting the likes and comments on your posts so people see your posts as active, engaging and worth following. You can also use them to get popular posts out to a wider audience, inviting them to join the conversation that’s happening with your existing followers (which may convert them to Facebook followers, which in turn may convert them to podcast subscribers).
In short: that blue button is worth looking at if you’re trying to get things happening on your Facebook page, but it’s not usually your best option if you’re wanting people to take action outside of it.
I’ll be posting some more basic content around promoting your podcast on Facebook and with Facebook ads in the coming weeks – if there’s something you’d like to know more about, you can reach me at firstname.lastname@example.org, or leave a message on Karly’s Facebook page.