Facebook is a powerful tool for to bring more members into your fitness studio or gym. With 1.86 billion monthly active users, it’s an unparalleled platform to reach more of the right people.
But that huge user base comes with a downside as well — organic posts only reach 2.6% of your page’s audience, and thanks to Facebook’s algorithm, those people are the ones who already engage with your content pretty often.
To get your message in front of new people, you need to get familiar with boosted posts.
What’s a Boosted Post?
Chances are you’ve already seen a ton of boosted posts on Facebook and didn’t realize it. They’re paid posts that show higher — and more often — in people’s newsfeeds.
You can boost nearly any type of post, including photos, video, links, and status updates. They’re easily identified by the “Sponsored” tag that shows up just below the page name in your news feed, like this:
All the extra exposure means these posts are more likely to be seen, liked, commented on, and shared by the audience you choose to boost that status to. That’s more people who engage with your content, trust your studio, and (eventually) claim your offers.
One of the best things about boosted posts is you can choose who sees them. You have the option to show your post to:
- People who like your page
- People who like your page AND their friends
- People who you choose through targeting (based on age, location, gender, etc.)
- Custom audiences
Once you’ve determined your audience, set a budget and duration. You can boost for as little as $1/day (although we suggest at least $5/day). Then depending on how much you choose to boost your post for, it can run for 1 day, 7 days, 14 days, or you can select a specific date to end the boost.
Here’s what you’ll see when you boost a post:
Boosting Best Practices
Boosting Facebook posts is pretty simple, but certain factors tend to bring in better results than others. Here are some best practices and things to look out for:
Choose the Right Audience
Choose your audience based on what you want the boosted post to accomplish. For example, posts about special holiday hours, new class times, or business updates would be great to boost to people who like your page, as most of them are probably already current members.
But if you boost a post about a special offer for new members (like 1 free week, etc.), it’s better to choose people based on targeting or use a custom audience, as this helps get your post in front of people who don’t already know about your fitness studio. A custom audience can be one that you upload from a csv file, or it can be an audience you create within the boost based on age, interests, gender, etc.
Make Them Click
Boosted posts show up in people’s newsfeeds … right between that engaging Buzzfeed video and the pictures of their cousin’s baby. If you want your content to stand out in the overload, make it really special.
The best way is to use video. Facebook videos have a 135% broader reach than other types of content and are seen for 12% longer when they include captions. That’s because Facebook videos start playing automatically as you scroll past when you post them as native video … so don’t post YouTube or Wistia links!
If you can’t use video, the next best thing is to use really awesome visuals. Choose photos that appeal to your target audience and avoid anything that looks staged or like a stock image.
Lastly, make sure the post includes really solid text. The headline should grab their attention, and the body text should pique their curiosity and make them want more. Here’s an example:
The last step to successfully boosting a post on Facebook is to track its results. This gives you valuable data like:
- # of people reached from the boost,
- # of people who engaged or clicked a link,
- Ratio of males to females who engaged,
- And more
This data gives you valuable insight into what works and what doesn’t. For example, if a video post and a link post got dramatically different results when boosted to the same audience, you have a pretty good indication of which post to boost more of in the future. You can use these results to test not only post types, but also audiences, images, body text, and more.
You can see all of this data through your Facebook Page Insights. Here’s a tutorial:
Have you used boosted Facebook posts in the past? We’d love to hear how they worked for you!
Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.
Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.