With the rise of social media, businesses now have more options than ever for getting their content in front of target audiences. Two of the most common tactics are boosting existing posts and creating dedicated ads. But which one should you use and when?
What is boosting a post?
Boosting a post means paying a social media platform like Facebook or Instagram to show one of your existing posts to more people beyond your current followers. The post appears in the News Feeds of your target demographic just like a regular ad would.
Boosting is ideal for:
- Getting more eyes on high-performing organic content
- Testing the effectiveness of your messaging
- Building awareness about promotions, events, etc.
- Driving engagement and shares
The major benefits of boosting posts include:
- It’s quick and easy – No need to create new assets or copy, just choose the post and target audience.
- Posts look native – Boosted posts appear just like regular user-generated content.
- Leverages existing content – Repurpose evergreen content or successful recent posts.
- Cost-effective – Typically more budget-friendly than crafting new ads.
When should you boost a post?
Here are some of the best times to consider boosting a post:
- You have a high-performing organic post you want to show to more people.
- You have breaking/timely content that aligns with current events or trends.
- You want to promote content related to a sale, coupon, event, etc.
- You’re experimenting with different posts to see what content resonates.
- You have limited time/resources to create new ad assets.
What are the cons of boosting posts?
While boosting has its advantages, there are some downsides to consider as well:
- Less control over targeting – You can only choose broad targeting options.
- Appears as “Sponsored” – Boosted posts are labeled as ads, unlike organic content.
- Less ad creative flexibility – You’re limited to the post format versus display ads, video, etc.
- Potentially lower engagement – People engage less with sponsored posts compared to organic ones.
- Temporary results – The reach stops when you end the promotion.
What is a social media ad?
Social media ads are paid promotions that appear in users’ feeds and are optimized for actions like clicks, conversions, or awareness. Platforms like Facebook and Instagram make it easy to create customized ads that target specific demographics and interests.
Ads are best for:
- Driving site traffic or conversions
- Increasing brand awareness and reach
- Promoting products, offers or events
- Engaging cold audiences outside your existing followers
Some benefits of social ads include:
- More precise targeting – Customize your audience based on location, interests, behaviors, and more.
- Creative flexibility – Use images, video, carousels, and other formats.
- Measurable results – Track impressions, clicks, conversions, and other metrics.
- Budget control – Set daily limits and lifetime spending caps.
When should you use social media ads?
Here are some instances when creating ads is the better option:
- You want to reach new, targeted audiences outside your current followers.
- You have an offer, promotion, or new product to promote.
- You want to increase website conversions for an e-commerce store.
- You need flexible options for visuals, copy, etc.
- You have the time and resources to run tests and optimize based on results.
What are the downsides to social media ads?
Some potential cons associated with ads include:
- More effort to create – You need to make visual assets and write compelling ad copy.
- Ongoing optimization needed – Analytics should inform changes and improvements.
- Costs add up quickly – Advertising budgets can spiral out of control without checks in place.
- Extra work managing campaigns – Properly monitoring, pacing, and adjusting ads takes time.
- Higher risk of irrelevance – Ad creativity can become stale over time.
Should I boost a post or create an ad?
So when should you boost existing posts, and when is it better to make dedicated ads? Here are some guidelines:
When to boost posts
- When first testing messaging, offers, etc.
- To extend the reach of successful organic content
- If you have limited time and resources for creation
- To promote timely or event-related content
- For giveaways, user-generated contests, etc.
When to create ads
- When you want to target new, specific audiences
- To promote products, e-commerce offerings, etc.
- If you need creative flexibility for visuals and copy
- To drive traffic, conversions, or video views
- If you have the bandwidth to manage active ad campaigns
Tips for successful boosting
If you decide boosting makes sense for your goals and content, keep these tips in mind:
- Boost evergreen content or timely/seasonal posts when appropriate.
- Target engaged audiences like current followers or website visitors.
- Test different posts, budgets, and durations to see what resonates.
- Use compelling visuals, clear messaging, and strategic timing.
- Monitor performance and engagement metrics on boosted posts.
Best practices for social ads
To maximize your return on ad spend, be sure to:
- Research your audience personas and target demographics.
- A/B test ad creative, messaging, calls-to-action, etc.
- Start with smaller budgets and simpler targets.
- Optimize for conversions or engagement vs. just reach.
- Review analytics frequently and adjust targeting, creative, etc.
Boosting vs. ads: a budget comparison
How much does boosting posts and creating ads actually cost? Here’s an overview of estimated costs:
| Format | Estimated Cost |
|---|---|
| Boosting a post | $20 – $500+ per day depending on audience size, engagement, etc. |
| Facebook/Instagram ads | $5 – $20+ per day for smaller campaigns. $500+ per day for larger reach. |
As you can see, ads provide greater flexibility across budget ranges. Boosting can be very affordable for smaller businesses, but caps out around $500 per day based on the platform’s algorithms.
Putting it all together
Here are some final recommendations on when to boost and when to make ads:
- Boost posts as a cost-effective way to extend organic reach.
- Create ads for maximum targeting options and creative control.
- Test boosting when first validating messaging and offers.
- Use ads to drive conversions for e-commerce or lead generation.
- Boost timely or event-related posts for quick wins.
- Make ads to increase brand awareness with cold audiences.
- Monitor engagement and analytics for both formats.
- Let data drive future targeting and budget decisions.
The bottom line
There is no one “right” answer – incorporating both boosting and social media ads can be an effective strategy. Boost to double down on quality organic content and validate what resonates. Create ads for more customization and conversion opportunities. Focus on your goals, audience, and resources to decide what’s best for your brand.
With some strategic testing and optimization, both formats allow you to get your message in front of interested audiences and achieve social media marketing success.