You’ve probably seen it a hundred times: you post on Facebook or Instagram, and a little blue button pops up that says “Boost This Post.”
It’s tempting, right? For just a few bucks, your post can “reach more people.”
But here’s the truth: boosting posts is not real advertising.
It’s the equivalent of putting your message on a billboard in the middle of nowhere and hoping the right people happen to drive by.
What Boosting Actually Does
When you boost a post, you’re essentially telling Facebook or Instagram:
- “Show this post to some people who look vaguely like my followers.”
- “I don’t need targeting beyond broad demographics.”
- “Don’t bother optimizing for conversions, just give me reach.”
That means you’re paying for impressions, not results. You might get likes, comments, or a few follows, but you’re not creating a system that brings in sales.
Boosting is great for vanity metrics. But if you want real business growth? It won’t cut it.
Why Boosting Isn’t Real Advertising
- No Strategy – Boosting is reactive. You’re throwing money at a post because it “did okay,” not because it aligns with your business goals.
- Limited Targeting – You miss out on powerful tools like custom audiences, lookalikes, and detailed behaviors that actual ad campaigns use.
- No Conversion Tracking – Boosts rarely optimize for leads, purchases, or sign-ups. You’re paying for attention, not action.
- It’s a Money Trap – Facebook and Instagram want you to boost because it’s easy and keeps you spending small amounts without realizing the bigger picture.
What to Do Instead
If you want advertising that works, skip the boost button and head into Ads Manager. This is where real marketing happens.
Here’s what you should do instead:
- Set a Clear Objective
Do you want leads? Website traffic? Purchases? Ads Manager lets you choose goals that match your business. - Use Audience Targeting
Build custom audiences (like people who visited your site or engaged with your posts) and lookalike audiences to reach people most likely to buy. - Test Creative & Copy
Don’t just run one post. Run multiple versions of your ads to see what resonates. - Track Conversions
Install the Meta Pixel on your website so you can see exactly which ads drive sales or sign-ups. - Think in Campaigns, Not One-Offs
A boosted post disappears when the money runs out. A campaign builds data, audiences, and momentum you can use long-term.
Boosting a post might feel like you’re “doing ads,” but it’s really just tossing money into the wind. If you want to actually grow your brand, you need strategy, targeting, and tracking, things you’ll only find in Ads Manager.
Because likes don’t pay the bills. Customers do.