Facebook’s advertising capabilities have increased substantially since the early days. When the only metrics anyone talked about were page likes. In addition, follows and comments. Now, Facebook advertisers can track a wide range of metrics, including video views, clicks and even conversions. They can also target highly specific audiences, based on their interests. In addition, demographics and interactions with your page or similar pages.

As Facebook’s advertising potential has grown, it has become more difficult for pages to reach people with organic posts. Facebook introduced the Boosted Post in 2012, and around that time page managers began to notice a decline in the effectiveness of non-promoted posts. Soon, Facebook introduced more sophisticated advertising options through the Facebook Adverts Manager, which allowed advertisers to create dark posts (i.e. posts that don’t appear publicly on a page).

These developments have left many to wonder: Are organic Facebook posts even worth making any more? Are boosted posts even worth it any more?


Organic Posts vs. Boosted Posts vs. Dark Posts

First, some clarification. What is the difference between organic posts, boosted posts and dark posts on Facebook?


Organic Posts

Organic Posts are the old-school way of posting updates to your Facebook page – simply posting something without putting any money behind it. This used to be an effective way of reaching your page followers, but ever since 2012, fewer and fewer people are even shown organic page updates. On average, page managers found that only 16% of their followers were seeing their content starting in 2012. And as Facebook’s algorithm has undergone more changes, this percentage has continued to drop.


Boosted Posts

Boosted Posts, on the other hand, are regular page posts that have some money put behind them to increase their engagement rates. This functionality was Facebook’s first dabble into the world of paid advertising. Due to its simplicity, it is also a popular feature for marketers who are just beginning to spend money on Facebook.

Boosting a post on Facebook is as simple as selecting the “Boost Post” option next to the post, before or after it goes live. You can choose your audience for a Boosted post – either people who like your page, people who like your page and their friends, or an audience you define based on demographics and interests – but you cannot choose the end goal you want to achieve. The end goal of a Boosted Post is always to increase Post Engagement. Boosted Posts also appear publicly on your page.


Dark Posts

Dark Posts are essentially just another name for what most people would think of as Facebook News Feed ads. These are advertisements that can appear in a person’s News Feed (as well as in other placements Estonia Phone Number like Instagram and the right side-bar on Desktop) but do not appear publicly on the advertiser’s Facebook page. There are at least two main advantages to using Dark Posts over Boosted Posts:

  1. You can test different ad copy and image variations, targetting different audiences, without having them appear publicly on your Facebook page. If you did this using Boosted Posts, you would end up with, say, ten slightly different versions of the same post being publicly displayed on your page.
  2. Through the Adverts Manager, you can choose different business objectives other than just Post Engagement. For example, you can create ads that will help you achieve more Video Views, Traffic, Conversions or Brand Awareness.

You can choose to turn a public Facebook page post into an ad through the Adverts Manager. In addition, with the ability to choose different business objectives. But you don’t have access to these different business objectives. If you try to Boost that post from the page interface. You need to go into the Adverts Manager or Power Editor for that.

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