There was a golden time, not so very long ago, when Facebook pages actually mattered to indie authors. Your Facebook page was a critical component in your social media efforts and, for many authors, was central to your platform. Well, that has all changed. For a while, Facebook was hot on this “Promote” thing… and no one used it.
So, Facebook changed course and instituted a new name for the exact same thing. Now, instead of “Promote,” they call it “Boost.” Big shock, as with most rebranding efforts that don’t reflect a reworked product, people probably aren’t more interested in using “Boost” than they were interested in using “Promote.” Why? Well, if other authors are anything like me, they look at that “Boost” button and say, “Why do I need to pay Facebook to show my posts to people who may not be interested in my page?”
The answer, of course, is that Facebook is desperately trying to monetize itself and justify its IPO. All of that is fine. I get it. Facebook is a business and it wants to make money. Here’s the thing. Instead of finding a better way of making money, Facebook is now trying to force you to use “Boost” by preventing people who follow/like your pages from seeing your posts. So the question now becomes, “Why do I need to pay Facebook to show my posts to people who specifically, intentionally followed/liked my page for the purpose of seeing my posts?”
The answer, of course, is that you shouldn’t. But what about Facebook Ads, you ask? Well, I could keep going on about why Facebook pages aren’t relevant and talk about Facebook Ads, but I don’t need to do that. Instead, I’ll let Veritasium’s Darek Muller explain it to you…with graphs and metrics and awesome. Check out his videos below.