Difference Between Instagram Ads Vs Boosted Posts

As per Investopedia, Instagram has become one of the most powerful platforms for digital marketing, with over 2 billion active users globally. Whether you’re a small business, a growing brand, or a large corporation, Instagram provides a unique space to connect with your audience through visually engaging content.

With its focus on photos, videos, and interactive features like Reels, Stories, and Shopping, Instagram is not just a social platform, it’s a full-fledged marketing tool. Businesses use it to build brand awareness, engage customers, and drive sales.

To make the most of Instagram, businesses often invest in paid promotions to expand their reach. There are two main ways to do this: Instagram Ads and Boosted Posts. While both help increase visibility, they serve different purposes and offer varying control over audience targeting, placements, and ad objectives.

Why Businesses Need to Understand the Difference Between Instagram Ads Vs Boosted Posts

If you’ve ever posted content on Instagram, you’ve likely seen the “Boost Post” button. Boosting a post is a quick and easy way to reach more people. However, many marketers assume that boosting a post is the same as running an Instagram Ad, which is a common misunderstanding.

Instagram Ads, on the other hand, are created through Meta Ads Manager and provide advanced targeting, more ad placement options, and greater flexibility in design.

Understanding the difference between Instagram Ads Vs Boosted Posts is crucial because:

• Different goals require different strategies – Boosting a post is great for engagement, while Instagram Ads are more effective for conversions, lead generation, and sales.
• Budget allocation matters – If you don’t know the difference, you might spend money on a boosted post when an Instagram Ad would yield better results.
• Better audience targeting leads to better results – Instagram Ads allow businesses to target the right audience, while boosted posts have limited targeting options.
• Measuring success is easier with Instagram Ads – Ads provide detailed analytics, whereas boosted posts offer basic insights.

Importance of Choosing the Right Strategy for Engagement and Conversions

When deciding between Instagram Ads Vs Boosted Posts, it’s essential to align your choice with your social media marketing goals.

👉 If your goal is to increase engagement (likes, comments, shares, and profile visits), then boosting a post can be a simple and effective option. It helps expand reach without the complexity of setting up a full advertising campaign.

👉 If your goal is conversions (website traffic, sales, lead generation, or app installs), Instagram Ads provide a better return on investment. They offer custom audience targeting, various ad formats, and multiple placements across Instagram and Facebook.

Many businesses make the mistake of boosting posts without realising that Instagram Ads offer more advanced features, better control over budget, and stronger performance tracking. Choosing the right strategy ensures that you don’t waste money on ineffective promotions and instead drive meaningful results.

What Are Instagram Boosted Posts?

A boosted post is a regular Instagram post that has been used to promote your business to reach a wider audience beyond your followers. This feature allows businesses and individuals to increase engagement on their existing content by turning it into a paid promotion.

Unlike Instagram Ads, which require setting up a campaign through Meta Ads Manager, boosting a post is a quick and easy way to promote content directly from the Instagram app. The main purpose of boosting a post is to:

• Increase the visibility of a post. 
• Gain more likes, comments, and shares. 
• Reach more people without creating a new ad. 
• Direct users to your profile, website, or messages.

Boosted posts are ideal for brand awareness and engagement, but they have limited targeting options and fewer ad objectives compared to Instagram Ads.

How Boosting Works: Step-by-Step Process

Boosting a post on Instagram is a simple process that takes just a few steps:

Step 1: Select a Post to Boost

• Go to your Instagram profile and select an existing post.
  
• Click the “Boost Post” button below the post.
  
• Ensure the post meets Instagram’s advertising policies (e.g., no copyrighted music, no misleading content).
  

Step 2: Choose a Goal

Instagram allows you to select a goal for your boosted post:

• More Profile Visits – Encourages users to visit your Instagram profile.
  
• More Website Visits – Direct users to a landing page or website.
  
• More Messages – Encourages users to send you a direct message.
  

Step 3: Define Your Target Audience

You can choose:

• Automatic Audience (Instagram selects an audience similar to your followers).
  
• Custom Audience (Choose your audience based on interests, location, age, and gender).
  

Note: Unlike Instagram Ads, boosted posts have limited targeting options and do not allow detailed interest-based targeting or retargeting.

• Choose how much you want to spend daily or for the total campaign.
  
• Set how long you want the boost to run (from 1 to 30 days).
  
• Instagram provides an estimated reach range based on your budget.
  

Step 5: Review and Publish

• Double-check your goal, audience, and budget.
  
• Click Boost Post, and Instagram will review and approve it within a few hours.

Key Features and Limitations of Boosted Posts

Boosted posts are a quick way to promote content, but they have certain limitations compared to Instagram Ads.

Key Features of Boosted Posts

• Quick and easy setup – No need to use Meta Ads Manager. 
• Increases engagement – Helps get more likes, comments, and shares. 
• Simple targeting options – Choose a basic audience. 
• Budget-friendly – Start with as little as a few dollars. 
• Can drive traffic – Directs users to a website or messages.

Limitations of Boosted Posts

• Limited audience targeting – You cannot use custom audiences, lookalike audiences, or advanced filters. 
• Fewer ad objectives – No options for sales, lead generation, or app installs. 
• No A/B testing – Cannot compare different versions of an ad. 
• Limited placements – They only appear in Instagram’s feed and explore section.

Boosted posts are best for engagement but not ideal for businesses looking to drive conversions.

Best Scenarios for Using Boosted Posts

Boosted posts work well in certain situations, especially when you want to increase visibility quickly without setting up a full advertising campaign.

Use Boosted Posts If:

• You want to increase engagement (likes, comments, and shares). 
• You need more visibility for an important post (e.g., event announcements, product launches). 
• You are promoting a brand awareness campaign. 
• You want quick results without complex ad setup.  
• You need a low-budget promotion.

Avoid Boosted Posts If:

• You want precise audience targeting (use Instagram Ads instead). 
• You need conversions, sales, or lead generation. 
• You are looking for more placement options (Instagram Ads offer better flexibility). 
• You want to track performance in detail (Boosted posts offer basic insights only).

What Are Instagram Ads?

Different types of Instagram Ads are paid advertisements created using Meta Ads Manager, allowing businesses to reach their target audience with advanced targeting options and multiple ad formats. Unlike boosted posts, Instagram Ads offer greater control over campaign goals, audience selection, placements, and performance tracking.

The main purpose of Instagram Ads is to help businesses:

• Increase brand awareness by reaching a larger audience. 
• Drive website traffic and encourage users to take action. 
• Generate leads and sales through targeted advertising. 
• Retarget potential customers who have previously interacted with your business.

Instagram Ads are ideal for businesses that want measurable results, advanced targeting, and multiple ad placements beyond just the Instagram feed.

How Instagram Ads Work

Instagram Ads are created using Meta Ads Manager, a powerful platform that allows businesses to design and manage campaigns. Here’s a step-by-step process of how Instagram Ads work:

Step 1: Choose an Advertising Objective

Unlike boosted posts, Instagram Ads let you choose from multiple ad objectives, including:

• Awareness – Increase brand exposure.
  
• Traffic – Drive users to your website, app, or landing page.
  
• Engagement – Get more interactions on your posts.
  
• Leads – Collect contact details from potential customers.
  
• Conversions – Encourage sales or app installs.
  

Step 2: Define Your Target Audience

Instagram Ads offer advanced audience targeting, including:

• Demographics – Age, gender, and location.
  
• Interests & Behaviours – Based on user activity, interests, and interactions.
  
• Custom Audiences – Target users who have already engaged with your brand.
  
• Lookalike Audiences – Reach new people who are similar to your existing customers.
  

Step 3: Select an Ad Placement

Instagram Ads can appear in multiple placements, including:

• Instagram Feed – Standard image or video ads in users’ feeds. 
• Instagram Stories – Full-screen, story ad. 
• Instagram Explore – Ads appear in the Explore tab, where users discover new content. 
• Instagram Reels – Short video ads that blend seamlessly with Reels.
• Instagram Shop – Promoted products for users browsing the Shop tab. Get tips to run Instagram shop ads
• Facebook & Messenger – Option to expand reach beyond Instagram.

Boosted posts are only shown in the feed and explore page, whereas Instagram Ads offer multiple placements across Meta’s network.

Step 4: Set Budget and Duration

• Choose between a daily budget (spend a fixed amount per day) or a lifetime budget (set a total budget for the campaign).
  
• Set the duration of the campaign (from a few hours to weeks).
  

Step 5: Create and Launch the Ad

• Upload your ad creative (image, video, carousel, or slideshow).
  
• Write an engaging ad copy and add a call-to-action (CTA) like “Shop Now” or “Learn More.”
  
• Submit for approval (Meta reviews the ad to ensure it follows advertising policies).
  
• Once approved, the ad goes live and starts reaching your selected audience.
  

Key Features and Advantages of Instagram Ads

Instagram Ads provide more advanced features than boosted posts, making them ideal for businesses aiming for high ROI.

• Multiple ad objectives – Choose goals like website clicks, lead generation, or conversions. 
• Advanced targeting – Use interest-based, custom, and lookalike audiences. 
• Flexible ad formats – Use images, videos, carousels, Reels, and Stories. 
• More placements – Ads can appear in feeds, Stories, Reels, Explore, and even on Facebook. 
• Detailed analytics – Access in-depth insights, including conversions and engagement. 
• A/B testing – Compare different ad versions to find the most effective one.

Limitations of Instagram Ads

• Requires more setup – Unlike boosted posts, setting up an ad campaign takes time. 
• Higher budget needed – Since it offers advanced targeting, the cost per result may be higher than a boosted post. 
• Learning curve – Businesses may need experience with Meta Ads Manager to maximise ad performance.

Overall, Instagram Ads are more powerful than boosted posts but require strategic planning and budgeting.

Best Scenarios for Using Instagram Ads

Instagram Ads are ideal for businesses looking for measurable growth and conversions.

Use Instagram Ads If:

• You want to increase website traffic or sales. 
• You need precise audience targeting based on behaviour, interests, and demographics. 
• You want to run multiple ad formats (Reels, Stories, Explore, etc.). 
• You need detailed analytics to measure performance. 
• You are running a long-term advertising strategy.

Avoid Instagram Ads If:

• You only need quick engagement (likes, shares, and comments). 
• You have a small budget and prefer a simpler promotion method. 
• You don’t have time to manage ads on Meta Ads Manager.

Instagram Ads are a better option for businesses aiming for conversions, website traffic, and advanced audience targeting. For short-term engagement, boosted posts might be enough.

Instagram Ads Vs Boosted Posts: Key Differences

Instagram Ads and Boosted Posts both help businesses reach a wider audience, but they serve different purposes. While Boosted Posts are a quick way to increase engagement on existing content, Instagram Ads offer advanced targeting, multiple placements, and better control over campaign goals for higher conversions.

Feature	Boosted Post	Instagram Ads
Purpose	Increase engagement (likes, comments, shares)	Drive conversions (sales, website visits, lead generation)
Targeting Options	Basic (limited audience selection)	Advanced (detailed targeting, retargeting, custom audiences)
Ad Placement	Only appears on Instagram	Appears across Meta platforms (Facebook, Messenger, Audience Network)
Ad objectives	Engagement-based	Multiple objectives (brand awareness, conversions, traffic, etc.)
Call-to-action	Limited CTA options	Wide range of CTA buttons
Creative Control	Uses existing post	Custom ad creation with different formats
Budget Control	Simple budget setting	Advanced budget allocation & bidding strategies

Pros and Cons of Instagram Ads Vs Boosted Posts

When deciding between Instagram Ads Vs Boosted Posts, it’s important to consider their benefits and limitations. While both can increase your reach, they serve different marketing purposes.

Pros of Boosted Posts

• Easy to set up and manage – Boosting a post takes just a few clicks and can be done directly from the Instagram app.
• Ideal for increasing engagement – Boosted posts help get more likes, comments, shares, and profile visits.
• Good for brand awareness – They expand reach beyond your followers, making them great for growing visibility.
• Budget-friendly option – Boosted posts can start with as little as £5/$5 per day, making them accessible for small businesses.
• Quick approval process – Boosted posts are usually reviewed and approved within a few hours, allowing for fast promotion.

Cons of Boosted Posts

• Limited audience targeting – Boosted posts only allow basic audience selection (age, gender, location), lacking the advanced targeting of Instagram Ads.
• No advanced conversion tracking – They do not provide in-depth insights like purchases, sign-ups, or detailed user behaviour.
• Fewer placement options – Boosted posts only appear in Instagram’s Feed and Explore, unlike Instagram Ads, which can be placed in Stories, Reels, and more.
• Cannot run A/B testing – You cannot compare different versions of boosted posts to see which performs better.
• Limited control over campaign objectives – Boosted posts focus on engagement and awareness, but they are not ideal for lead generation, website conversions, or sales.

Pros of Instagram Ads

• Advanced targeting options – Instagram Ads allow detailed targeting based on user interests and behaviours, and even retargeting past visitors.
• Multiple ad formats for better creative control – Choose from image ads, video ads, carousel ads, Stories ads, Reels ads, and more.
• Can drive website traffic, leads, and sales – Instagram Ads are designed to convert users into customers with strategic placements and calls-to-action.
• A/B testing capabilities – Businesses can test different versions of an ad to optimise performance.
• More placement options – Ads can appear in Instagram Feed, Stories, Reels, Explore, Shop, and even across Facebook and Messenger.
• In-depth analytics and tracking – Meta Ads Manager provides detailed insights on impressions, clicks, conversions, and ROI.

Cons of Instagram Ads

• Requires more effort and strategy – Unlike boosted posts, Instagram Ads need proper planning, audience research, and ad copy creation.
• More complex to set up through Meta Ads Manager – Businesses must navigate Meta’s Ad Manager, which has a learning curve for beginners.
• Higher budget needed for better results – While you can start with a low budget, effective campaigns may require more investment.
• Longer approval process – Instagram Ads go through a stricter review process compared to boosted posts.

The Final Call: Instagram Ads or Boosted Posts?

When comparing Instagram Ads Vs Boosted Posts, the right choice depends on your business goals. While boosted posts are great for increasing engagement and visibility, Instagram Ads offer advanced targeting and better conversion tracking.

Instagram Ads for Conversions

• Advanced Targeting – Instagram Ads allow businesses to target users based on demographics, behaviours, and lookalike audiences, leading to higher-quality leads.
• Better Tracking & Optimisation – With Meta Pixel and detailed conversion tracking, businesses can track user behaviour and optimise campaigns.
• Multiple Ad Formats – Unlike boosted posts, Instagram Ads support carousel, video, Stories, and Reels ads, allowing better creative control.
• Higher ROI for Sales & Leads – Since Instagram Ads focus on specific marketing objectives (e.g., website clicks, purchases, or sign-ups), they drive better results compared to simple boosted posts.

Boosted Posts for Engagement

Limited Targeting – Boosted posts only allow basic audience selection (age, gender, location), making them less effective for high-intent buyers.

No Advanced Conversion Tracking – Unlike Instagram Ads, boosted posts don’t track detailed customer actions like purchases or sign-ups.

Fewer Placement Options – Boosted posts mainly appear in Instagram Feed and Explore, missing out on high-performing placements like Stories, Reels, and Shop.

Best for: Brand awareness and engagement, but not for long-term sales or lead generation.

If your goal is long-term business growth, conversions, and data-driven advertising, then Instagram Ads are the better investment. However, if you’re looking for quick engagement and visibility, boosted posts are a simple and effective option.

Frequently Asked Questions (FAQs)

1. Are Instagram Ads better than Boosted Posts?
It depends on your goal. If you want engagement, boosted posts work well. If you want conversions, Instagram Ads are the better choice.

2. Can I run Instagram Ads without boosting a post?
Yes, Instagram Ads are created separately through Meta Ads Manager, allowing more control over targeting and placements.

3. How much do Instagram Ads Vs Boosted Posts cost?
Boosted Posts are generally cheaper but have limited reach. Instagram Ads can be more expensive but offer better results due to advanced targeting.

4. Do Boosted Posts appear in Instagram Stories?
No, boosted posts only appear in Instagram’s feed and explore page. Instagram Ads, however, can be placed in Stories, monetized reels, and other placements.

5. Can I target specific audiences with Boosted Posts?
Yes, but options are limited. Instagram Ads allow for more detailed audience segmentation.

6. Do Boosted Posts generate sales?
Not directly. They are better for increasing engagement, while Instagram Ads are designed to drive sales and leads.

7. Is it worth boosting posts on Instagram?
If your goal is to increase engagement and brand visibility, boosting posts can be effective. However, for conversions, Instagram Ads are a better investment.