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Make’s sense. I mean, an interesting picture would just get a lot of clicks.. (engagement) but what would that lead to? People as you mentioned are in “Socalise” mode meaning they would engage with an interesting picture by clicking on it and maybe even liking it.. but again, where would that lead?

Perhaps a “Free” offering would engage people in a better “business” way rather then just getting another like/click. That would get them to taste your service/product ultimately leading to future sales.

We’re talking thousands upon thousands of people being reached here .. if you have the right offer to the right audience then that can make a significant impact.

“What you offer and how you offer it” sounds like a great way to sum up the success of Facebook boosting.