What is a boosted post?
Also called boost, promoted post, Promote (TikTok).
A boosted post is an existing post on your page or profile that you pay the platform to show to more people. Meta describes boosted posts as ads you create from existing posts on your Facebook Page.
Why it matters
Boosting is the quickest way to put money behind something that is already working. You don't need to design a separate ad or learn a full ads manager: you pick the post, choose who should see it, set a budget and an end date, and the platform shows it as an ad.
Example
A florist's Mother's Day post gets lots of likes and comments from followers. Ten days before the date, the owner boosts it with a small daily budget to people nearby who don't follow the shop yet, with the goal of getting more messages. Pre-orders arrive through Messenger.
How to boost a post on Facebook
From Meta's Business Help Centre, checked on 14 October 2026. You need a Facebook Page and either Facebook access to the Page or task access to ads.
- On desktop, log in, click your profile picture and switch into your Page.
- Click Ads Centre, then Advertise, then Boost Facebook content.
- Click Boost post on the post you want to promote.
- Choose the goal, the audience, the duration, the daily budget and where the ad should appear, and check the payment method.
- Click Publish.
Boosting on Instagram, LinkedIn and TikTok
Each platform has its own version, checked on their help centres on 14 October 2026:
- Instagram: you need a professional account. Open the post and select Boost, then set the goal, audience, budget and duration.
- LinkedIn: super admins or content admins of a LinkedIn Page can boost eligible Page posts, currently from desktop only. Boosts are billed through an ad account in Campaign Manager, not the Page.
- TikTok: the feature is called Promote. TikTok describes it as an advertising tool that shows your post, typically as an ad, once the campaign is approved.
Boosting vs creating an ad in Ads Manager
A boosted post starts from something already published, keeps its likes and comments, and offers a simpler set of choices. An ad built in Meta Ads Manager or LinkedIn Campaign Manager can be made from scratch and gives more control over objectives, audiences, placements and testing. Many small businesses start with boosting and move to an ads manager once they want to test more carefully.
Some posts can't be boosted. Meta lists, for example, cover photos and posts shared from elsewhere; hover over Boost unavailable on the post to see the reason. On Facebook, Meta also notes that Apple may charge a service fee when you boost in the Facebook iOS app, so boosting from a computer can cost less.
When not to boost
Don't boost a post that didn't do well with your own followers; paying rarely fixes a weak post. Avoid boosting with a vague goal like "more likes" when what you want is bookings or sales. And think twice before boosting on a long-running budget with no end date. Boosted posts go through ad review, so posts that break the platform's ad rules can be rejected.
Common questions
Is boosting a post the same as running an ad?
A boosted post is a type of ad. The difference is that it starts from a post already on your page, with simpler settings than a full ads manager.
How much does it cost to boost a post?
You set the budget yourself, as a daily amount or a total, and the platform won't spend more than that. What you get for it depends on your audience, goal, timing and the post itself, so start small and check the cost per result.
Why can't I boost my post?
Common reasons include the post type (such as a cover photo or a shared post), missing permissions, an ad account or payment problem, or content that doesn't meet advertising rules. On Facebook, hover over Boost unavailable to see the reason.
Sources: Meta Business Help Centre: about boosted posts, checked 14 October 2026; Meta Business Help Centre: boost a post from your Facebook Page, checked 14 October 2026; Meta Business Help Centre: troubleshoot posts that can't be boosted, checked 14 October 2026; Instagram Help Centre: boost a post on Instagram, checked 14 October 2026; LinkedIn Help: boost a post from your LinkedIn Page, checked 14 October 2026; TikTok Support: use Promote, checked 14 October 2026