Boosted Posts: What They Are and Why They're Important


With so many options to promote posts on Facebook, it may be overwhelming to decide which route is the best way to go. If you’re new to advertising on Facebook, boosting posts may be confusing and unclear. No worries. We’re here to help you get a better understanding of what a boosted post is and why boosting can be beneficial for your social media strategy. 

What is a boosted post? 

Boosted posts are organic posts, or everyday content you post, that can be turned into promotions by putting money behind them like you would an advertisement. You can boost posts on both Facebook and Instagram. Depending on the post, you can included buttons (like “Learn More”) to draw attention to what you want the viewer to do once they see your boosted post. 

Why are boosted posts important?

Some benefits of boosting posts include increasing engagement, especially when your post isn’t performing well organically, or without any money behind it. This method of promoting a post can also help you gain followers by getting your organic posts in front of a targeted audience. Similarly to ads, you can target people who are more likely to interact with your content, which helps support follower growth.

Boosting posts is also very easy to do, with clear steps to set up your target audience, duration and budget. If you’re new to Facebook ads, boosting posts is a great way to start too. Plus, you can track performance analytics from boosted posts where you track analytics for any Facebook ads you’re running.

How are boosted posts different from ads? 

While boosted posts can have similar objectives and outcomes as ads, the mechanics are slightly different.

Although both boosted posts and ads both spend money promoting content on Facebook, they aren’t the same. With ads, you can pick from many options when deciding who to target your ads to, what objective you want to reach and specifics on how the ad will be delivered to Facebook and Instagram users. You have fewer options when boosting. 

You can also make ads from scratch, whereas boosted posts have to start as an organic post. When creating ad campaigns, you have more freedom to adjust images and captions as well. With boosted posts, however, you can’t change the original post. Boosting will show the same image and text from the organic post and simply show it to more people. 

Best Practices

To have the most success from boosting posts, it is best to check which posts are performing best on their own. Checking to see how many people liked and commented on a piece of content should lead you in the right direction. 

Boosted posts can also come in handy if you are trying to promote an event coming up or highlight a sale. If you’re posting a lot about something special that you want to highlight, boosting these types of posts can help reach more people with a post you’ve already made. 

Boosted posts can also help support other Facebook ad campaigns by helping reach people for multiple objectives at once. Facebook Ads Manager simplifies reporting by letting you see results from your ads and boosted posts all in the same place.

Want support balancing your boosted posts and ads? Contact our team today and see how we can guide you toward digital success!

Story By: Keagan Ross