If you have ever posted something on Instagram or Facebook, you have seen that tempting little blue button: “Boost Post.”
‍
It feels quick, it feels simple, and it feels like an easy way to get your content in front of more people without diving into full ads. But boosting behaves differently depending on where you do it, whether that is Instagram, Meta Business Suite, or Ads Manager. Understanding those differences can save you a lot of wasted spend and confusion.

Let’s break it down in the simplest way possible.


–
‍

When boosting actually makes sense

Boosting is useful for light, top of funnel goals.
Nothing performance heavy.

Here is when it genuinely works:
•⁠  ⁠Getting more eyes on a post
•⁠  ⁠Growing engagement
•⁠  ⁠Testing how a post performs before turning it into an ad using the post ID later
•⁠  ⁠Warming up an audience before you run proper ads
•⁠  ⁠Giving strong organic content an extra push
•⁠  ⁠Promoting time sensitive announcements or events

If your goal is leads, sales, ROAS, bookings, or any kind of real performance, boosting is not the tool.
You will always want a proper campaign in Ads Manager.


_
‍


Boosting from Instagram
Boosting inside the IG app is the simplest version of boosting.
Instagram also gives you a few real objectives, not just engagement.
‍
Depending on the post, you can choose:
•⁠  ⁠More Engagement
•⁠  ⁠More Website Visits
•⁠  ⁠More Profile Visits
•⁠  ⁠More MessagesIt is great for lightweight goals and quick pushes directly on Instagram.

Does an IG boost show up in Ads Manager?
‍
If your IG account is connected to a Meta Business Manager:
→ your boost will appear in Ads Manager as a lightweight campaign.
‍
You can see results, spend, and turn it off, but you cannot edit it like a full campaign.
If your IG is not connected to a Business Manager:
‍
→ it stays inside Instagram only and will not appear in Ads Manager.
‍

_
‍
‍

Boosting from Meta Business Suite
Boosting from Business Suite gives you a little more control than boosting inside Instagram:
•⁠  ⁠Broader audience options
•⁠  ⁠Cross platform reach across Facebook and Instagram
•⁠  ⁠Clearer tracking
•⁠  ⁠Better integration with your ad account

And importantly:
Business Suite boosts always show up in Ads Manager.

They are still boosts, which means limited optimisation, but they are more structured than Instagram only boosts.


_
‍


So which one should you use?
Boost from Instagram when you want:
→ a quick IG focused push for engagement, messages, or website visits.

Boost from Business Suite when you want:
→ slightly more control, cross platform reach, and cleaner integration with Ads Manager.

Use Ads Manager when you want:
→ leads, sales, ROAS, scale, optimisation, and actual performance.


_
‍


The bottom line

Boosting is not wrong. It just depends on what you expect from it.

•⁠  ⁠Boosts are for visibility, light engagement, and warming audiences up.
•⁠  ⁠Ads Manager is for serious performance and real business growth.
•⁠  ⁠IG boosts show up in Ads Manager only if your IG is connected.
•⁠  ⁠Business Suite boosts show up in Ads Manager every time.

Once you understand what boosting can and cannot do, it becomes a useful tool instead of a confusing one.
You will know exactly when hitting that blue button makes sense.




Written by Stefani Kovacevic