Facebook now lets you automatically boost posts

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5 years ago, Facebook had an auto-boost feature where they would automatically boost your posts. But they killed it because not many people were using it and because the system was boosting posts about site outages, sales that had already expired, and other things.  

So this new version gives you a bit more control:

You can choose the default boost amounts (how long and how much to spend each day), the audience (from your list of saved audiences), and if you want to auto-approve:

Some things I don’t like about this re-released product:

  • Only one post gets boosted at a time– I like to be able to put more money on winners, even to have them live forever.  As a business grows, we would want to have a growing number of posts boosted evergreen (forever) as part of our Greatest Hits that live forever.
  • The 60% threshold for “top posts” is arbitrary.  Instead of getting 60% more engagement than our average post, it should take the top 10% of posts by engagement or all posts that meet a particular fixed engagement threshold (like 10% engagement/impressions or 10+ second average watch times on videos).
  • It’s buggy– I’m not able to switch the audiences. And the reported engagement figures don’t make sense– how do I have no engagement, yet 144 engagements?

Have you had a chance to play?

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