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Debunking the myths about boosted posts on Facebook

Posted on 3rd December, 2020 by Gavin OCallaghan

Social Media

It’s no secret that over the past couple of years businesses have been losing out on organic post visibility of Facebook’s news feed. And, thanks to the latest update to the news feed that surfaces content which creates meaningful personal interactions, it is harder than ever for brands to reach new customers on the largest social platform.

These changes have led more and more businesses and brands to start advertising on the platform and use the boost post feature. And while this is a great option for a lot of advertisers there are still some common misconceptions that need to be debunked. So let’s take a look at some of the most popular myths and tell you why they’re not true.

Myth 1 – The bigger the budget, the better the results

This is perhaps one of the most common problems we see. Businesses create Facebook posts which don’t perform as well as they’d expect and think the solution is to spend money on promoting these posts. Putting the emphasis on budget isn’t the right approach when it comes to boosting posts, as a bigger budget will not necessarily lead to a bigger return.

Instead, you should focus on creating posts that engage your audience. If you’ve been running your Facebook page for a couple of years then it is worth reviewing the top performing posts over this time. If your posts have not performed well previously organically then you need to rethink the content that you are posting and focus on making it appealing to your audience.

Myth 2 – Build a big audience

Getting your advert in front of as many people as possible may seem like the right thing to do, but actually when it comes to building an audience, less really is more. The size of your audience isn’t as important as the relevance. The more insight you can get into your ideal customer, the better you’ll be able to target your advertising and reach the right people. Businesses often fail to take the time to understand their audience and build advertising campaigns that target hundreds of thousands if not millions of people.


Some of the most powerful targeting options in Facebook involve using lookalike audiences for existing customers and people who have already engaged with your business page. As well as these audiences you can also use demographic targeting to narrow the reach of your campaigns and make them more targeted.

Myth 3 – Image adverts can’t have more than 20% text in them

This is a myth that used to be founded in truth, but since 2016 this has no longer been the case. Facebook still prefers images with a lower text ratio but adverts will no longer be rejected if they have a higher text ratio. Instead, adverts are now rated from OK to High in terms of image text and warnings are shown that your advert may not run with a High image text ratio.

A Low or Medium rating for image text will likely just mean that your adverts reach a lower portion of your target audience, but what is important are the results you get from the campaign. Don’t be afraid to experiment with a higher text ratio on your image adverts to see what works best for your business.


Myth 4 – A low relevance score is a bad thing

Another common misconception is that you should try to improve the relevance score of your Facebook adverts in the same way that you would for Google Ads quality score. However, Facebook’s relevance score works very differently to Google’s quality score. Unlike quality score, your ad relevance on Facebook does not determine which adverts are shown during an auction, and raising your ad relevance is not directly tied to improving your ads performance.

Ad relevance can be used to get an idea of how relevant your advert is to your audience and then changes can be made to your creative and audience in order to get a higher score. The higher your ad relevance, the lower your click costs.

Myth 5 – Boosting posts guarantees better results

Many people think that the boost post button is a magic silver bullet that will guarantee that they will get great results from Facebook. Advertisers need to make sure that they are boosting posts for the right reason and have a clear objective in mind for the post. Before boosting your posts you need to ask yourself the following questions: What goals will boosting the post help you achieve? Does the post have a clear and strong call to action? Has the post already performed well in the organic feed?


Facebook advertising is a great way to reach new customers and grow your presence. When used correctly it can help you effectively target your customers and help you on your way to reaching your business goals.

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