If you’ve ever boosted a post on social media and thought, “I’m not really sure what that did,” you’re not alone. Boosting posts is one of the most common ways small businesses experiment with paid visibility, but it’s also one of the most misunderstood. While boosting can increase reach, it’s very different from strategic media buying. Understanding the difference can save you time, money, and a lot of frustration.

Social media advertising has become one of the most powerful ways for businesses to grow, but it has also become one of the most misunderstood. Many business owners believe running ads simply means boosting a post or throwing money behind content and hoping it works. Others assume hiring a social media buyer is only for large companies with massive budgets. Neither is true.