Boosted Isn’t Advertising—And That’s the Problem

Let’s talk about one of the most common marketing missteps I see: People boost a post on Facebook or Instagram… and then wonder why nothing happens.

If this has happened to you, you’re not alone. But here’s the truth:

Boosting a post is not advertising. It’s just throwing money at a piece of content and hoping the boost will help the algorithm to pick it up. And that’s not strategy—that’s gambling.

Organic vs. Paid: Two Different Games

When you post organically, you get the feeling you’re not in control, and you’re right, you’re not. You’re the one feeding the algorithm. Every like, comment, and share is currency for the platform, not necessarily for your business.

The best organic content is like adopting the stewardship of your reef: its purpose is to keep the ecosystem healthy, overfish and it dies. Think of your organic feed as an ecosystem where the clients that you have interacted with live, or in our tourist industry, fish swimming by might like to visit.  You need to keep it healthy by encouraging growth with posts that entertain, inform, and celebrate the user's experience. With growth, there is opportunity for harvesting, but keep in mind this is brand marketing, and it’s the long game.

Paid advertising, on the other hand, flips the script.

You’re not the food anymore. You’re the one holding the line, fishing the deeper waters. You’re paying the algorithm to work for you—and that changes everything.

Paid Advertising: It Actually Works

Here’s the thing most business owners don’t realize: When you run a properly set up paid ad, with real targeting, a clear goal, and a creative built for conversion, Meta, Google, LinkedIn, and TikTok deliver.

Why? Because now you're the customer. And your platform is a business that loves paying customers.

So, When Should You Boost?

Boosting is an entry into paid ads with very little strategic input:

• No audience testing
• No multiple creatives
• No real optimization Just… “boost this post” and hope for the best.

Here’s my take: Boosting can work as part of an overall strategy. But it should be the sprinkle, not the main course.

Tip: Boost a post that already has solid engagement if your goal is to extend its reach. But don’t expect conversions.

For driving some traffic, boost a singular event, like an anniversary, a sale, a workshop, or a party. And definitely don’t expect recurring results like a real ad campaign would deliver.

Real Social Platform Advertising Starts with These Questions:

1. What do you want this ad to do? (Awareness? Traffic? Conversions?)
2. Who exactly do you want to see it? (Demographics, interests, behaviors)
3. What is your offer or CTA? (Follow? Shop now? Sign up?)
4. What kind of creative will stop the scroll? (Short-form video? Carousel? Static image?)
5. What budget do you need to test, learn, and optimize? (Not just spend)

If you don’t know the answers to these, then paid advertising may feel like a waste. But if you do know—or you’re ready to figure it out—then real results are possible.

Final Word: Use the Right Tool for the Job

Organic posting is a stewardship, and that takes commitment and resources. Boosting is like chumming the waters. You’ll get attention, but you have no control over who or what will show up. Paid advertising is more like hiring a great captain with a sturdy boat, who has all the latest fish-finding gear and knows where to go for the best results.

If your business depends on visibility, reach, and smart growth, then it’s time to move beyond boosting and start thinking like an advertiser.

If there is a topic you’d like to hear more about by all means, comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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