For many of us who manage the social media accounts for our organizations, continuously low engagement rates on our most valuable content can cause frustration and discouragement.
It’s true that Facebook’s News Feed algorithm has made it more difficult for brands to get content in front of their target audiences on the platform. In fact, AdWeek reported that the average Facebook Page only reaches 2.6% of its fans through “organic reach.” Ouch.
To counteract this, smart nonprofit marketers now allocate money to utilize the “Boost Post” feature on Facebook to effectively reach the right people at the right time.
Simply put, boosting a post on Facebook means you are spending money to get your content seen by more people.
And a little goes a long way. As I’ll discuss later, you must spend, at minimum, $1 a day. You’re able to select your intended outcome, target the ad to an audience, and set your budget in a matter of minutes.
Your supporters love you because of who you are, what you do and the impact you make. But how will you tell your story if you aren’t able to reach them? Applying a boost to your well-performing posts has a slew of benefits:
The beauty of this feature is you’ll be setting your own budget, and not paying per ad placement or paying per click. As previously mentioned, the minimum is $1 a day — hypothetically, you could run a week-long campaign for $7.
And of course, the more you pay, the more you get.
One of my favorite things to play around with is the estimated reach, which is provided when you input your timeline and budget amount. Experiment with these variables if you’re curious. That way, you can get the full pricing estimates long before you commit to paying anything.
So here are a few rules to follow:
Olivia Rickenbacher is the director of communications for the Alliance of New York State YMCAs, a nonprofit organization that represents, supports and strengthens the 39 YMCA associations and 135 branches within New York. Olivia can be reached at firstname.lastname@example.org.