Advert Basics

Adverts and Boosting Posts – What’s the Difference?

Many businesses confuse the “boost post” function with Facebook ads because technically, they are both forms of advertising. However, a boosted post is used to get more eyeballs on the post, while an advert is about getting customers to take an exact action like going to the website or watching a video.

Boosting a post is great if you have a piece of content you want more people to see. Boosted posts can include links to the website or Calls To Action (CTAs) for messenger added, but their main goal is to be seen and Facebook will ensure it shows up in the newsfeed of people who like your page and their friends.

Adverts are designed to compel your followers to act, In Facebook Ad Manager you will see a number of advertisement “objectives” (What we want people to do when they see our ad).

The most common type of advert used is traffic—to send people to your website, landing page, video views, buy your products online or sign up for direct marketing emails.

All ads need 3 things:

  • An objective  – What do you want the advert to do?
  • An advert set –  Who should see the advert? When and how much should you spend?
  • An advert – the image, video or text and links you are using to capture attention

How to Set Up Adverts on Facebook

Facebook has a number of tools that allow you to find the most accurate audiences for your adverts. Before we can target an audience on Facebook we need to know a bit more about our customers or ideal customers. You need ask these questions:

  • Are they male or female?
  • What age range are your customers in?
  • How far do they live or work from you?
  • How far are they willing to travel?
  • What are their interests? Do they have any kids or work in the local area?

How to Boost a Post

in this video, we will show you how to boost a post from the timeline. You can also boost a post from the Pages Manager app on mobile.

How to Set-Up a Traffic Advert

In this video, we will show you the steps to set up a traffic advert. A traffic advert is designed to get people to click-through to your website. This type of advert is useful when sending people to your business landing page or to prompt them to fill in an enquiry form online.

What are the Advert Rules for Fitness on Social Media?

Facebook, Instagram and LinkedIn have strict advertising guidelines on what advertisers can do. If you have been advertising on social media for a while you may have experienced roadblocks in relation to what’s allowed and what’s not, particularly when it comes to Facebook and Instagram advertising. You’ll know the dreaded feeling of seeing “not approved” for promotion, and wondering what you’ve done wrong.

So why is Facebook so strict?

Facebook is a user-focused platform. It wants people to feel good and enjoy using the channel, that way they spend more and more time on it. No one would want to use Facebook. If every time you logged on to Facebook and found yourself inundated with adverts were upsetting or made feel bad about being overweight/shortsighted/unhealthy/too old…and the list goes on. It wouldn’t be too long before Facebook stopped being fun. To ensure you enjoy coming back to the social network, Facebook instigated an advertising policy. Summing it up in one sentence; Advertisements must be positive, fair and useful to users.

The danger for fitness professional (and this applies to those in the medical fields such as physiotherapists, chiropractors, doctors, dentists etc.) is that if we break these rules too often, you risk your account being suspended for a short period or even permanently. All your hard work will go to waste simply for breaking the advertising policy rules.

How Facebook screens its ads

When you create an advert for Facebook or Instagram, it will screen it to ensure it meets the policies.

Facebook has a set of automated filters that conduct a screening process. The filters search for banned words in text and audio, screens the background music, and even can test the image with something called the skin pixel – designed to check posts for nudity.

If the filters pick up a banned word or breach of policy, the advert will be automatically refused. If this happens, you can request a manual review, where the advert is looked at by actual person, but Facebook has the discretion to approve and disapprove any advert it wants to.

The system is not always logical and Facebook has been publicly recently criticised as its rules for what’s acceptable and what’s not are a little bit murky.

Now let’s avoid confusion here—you can post almost anything onto your business timeline (page), but if you want to promote that post or set-up an advert–that’s when these policies may prevent your advert from running.


The Advert Policy’s Explained

We Cannot PROMOTE Before-and-After Images

This is a tough one for the fitness industry because it’s one of the most powerful ways to show our skills and services. We want to be able to demonstrate the results our clients achieve. We want to be able to show how we can change our clients’ lives but Facebook doesn’t allow before and after photos.


Before-and-after photos can be very tricky to substantiate. There is no way to prove what you are seeing is a true before-and-after. For example: whether or not the image has been photoshopped (and believe us, it does happen, more often than you’d think).

Facebook Before & After Compliance Ad FloSocial

Adverts must not contain “before-and-after” images or images that contain unexpected or unlikely results. Advert content must not imply or attempt to generate a negative self-perception in order to promote dietary, weight loss or other health-related products. Adverts for health, fitness or weight loss products must be targeted to people aged 18 years or older.

We can Show Positive Images and Testimonials

A way to still show results you get for your clients is to post a positive image of the client’s results and then link the post to your website showcasing your client’s story. You can create a blog or page showing their before-and-after pictures and detailing their training. You can include a testimonial from your client as well as a “Call to Action” (CTA) to book a training session too. This approach is great for improving your website traffic and Search Engine Optimisation (SEO) on your website, as well as promoting your services.

Here is an example of how we can promote our clients’ results without using a before-and-after photo.

We cannot address someone by their physical characteristics.

This means we need to avoid words like–YOU!  Are you? Do You? Have you? Anything, where you are talking directly to an individual could be identifying them by a personal characteristic. This is one of the most common ways adverts that look great otherwise get refused.

Facebook Weight Loss Compliance Ad FloSocial

Adverts must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record or name.

We can talk about our services and products in a positive way. 

Instead of saying ”Do you want to lose weight?” we can say ”Feel healthy and amazing with our 12-week programme”

To avoid getting flagged for this issue, always describe the benefits or outcomes of your products or service, and avoid addressing the audience. Keep your tone and language positive and show the outcomes.

Avoid the words ”Do you? Are you? Fat loss and Lose Weight”

We cannot focus too closely on body parts 

We can show people from a distance and can highlight certain areas but we cannot close up on just body parts.

Facebook Weight Loss Compliance Ad FloSocial

We cannot make health claims we cannot back up with solid evidence.

This one can land you in some serious hot water. If we make health claims that we cannot substantiate with impartial, factual evidence then we can actually be liable for legal action and heavy fines from the Australian Competition and Consumers Commission (ACCC). If you are selling products or supplements you can’t make definite claims about them without evidence.

Advertisements for health and medical services, and the benefits they provide can have a powerful influence on consumers. It is essential that businesses selling health and medical products and services provide consumers with accurate and truthful information so customers can make informed decisions.

Advertisements for health and medical services, and the benefits they provide, can have a powerful influence on consumers. It is essential that businesses selling health and medical products and services provide consumers with accurate and truthful information so they can make informed decisions.

FloSocial Weights Fitness

We can talk about widely understood benefits and imply benefits.

  • Focus on widely supported benefits and only suggest or imply these benefits as we cannot guarantee results.
  • Don’t Say “Weight training will improve your posture”. This is non-compliant as we cannot guarantee the results to that individual.
  • We can say “Weight training has shown improved posture in many individuals”. This doesn’t guarantee weight training will improve their posture, it generalises a widely supported belief and conveys this may be of benefit for them.

The Rules for using Music on Social Media

Facebook also screens videos for music. If you add a track of music to your video or record where you may have music playing in the background, you may not be able to post this content on social media due to music licencing laws. As Facebook is a global platform, when you post content it could be viewed from people in other countries. Facebook has global music policies. This means you cannot use any music you do not own the rights to (not just purchased, but actually own the performance rights) Therefore, we need to use licence-free music on all videos. You can purchase licence-free music from websites like or use Facebook’s free music library called SoundCloud. The next video will show you how to access SoundCloud.