These days, it seems like you can’t start your week without some sort of change coming to Facebook Ads Manager. Many of us were recently greeted with an announcement upon logging into Facebook Ads Manager:

boosting shared posts

So what does this mean for advertisers? Basically, if a page shares a post, and that post, in turn, gets shared by a user or another page, you cannot boost that second share. In other words, only the original post can be boosted.

You may come across this occasionally when managing your pages. The most common way something like this happens is that brand will share, say a video. Then maybe this brand has a number of sub-brands or verticals which then share that same video. The original post shared by the main brand can be boosted and turned into a paid ad. The smaller sub-brands who then shared that video their pages may not boost the video.

When this happens, it’s no big deal. The best way to make sure you don’t run into this kind of trouble is to share the video from the sub-brand’s page as an original post of its own; you can then tag the main brand if you like. As it says in the screenshot, you can use the Branded Content Tool in this situation.

Facebook doesn’t always make it easy for us to spend our advertising money with them, but if you stay abreast of the changes you still reach your audience pretty easily. Having an agency like 301 Digital Media that can stay on top of Facebook’s ever-updating rules around publishing and advertising is a great way to get the most out your advertising budget.

Further Reading: 

Facebook Help Center, Shared Posts – Facebook

Branded Content | Facebook Help Center – Facebook

Facebook Will No Longer Estimate Your Audience Reach For Custom Audiences – SocialChimp

John