Why Boosting Instagram Posts Isn’t a Real Strategy (and What to Do Instead)

You’ve created a scroll-stopping post in Canva, the caption is clever, and it looks perfect on your feed. Then Instagram flashes that shiny blue “Boost Post” button. It promises instant reach and results with just a few taps. Tempting, right?

Here’s the thing: boosting a post isn’t a social media strategy. It’s often a fast track to wasting ad spend — especially if you’re serious about results.

Boosting vs. Advertising: What’s the Difference?

When you hit the Boost button on Instagram or Facebook, you’re using the platform’s most basic advertising feature. It’s designed for simplicity, not performance. Boosting usually prioritises “reach” or “engagement” — meaning you might get likes, views or a few new followers, but not necessarily clicks, conversions or leads.

You’re essentially putting your content on a digital billboard in the middle of nowhere. Looks great — but no one who matters is driving past it.

Why Boosting Isn’t the Best Use of Your Budget

Here’s why we encourage our clients to avoid Boosting and go straight to Ads Manager for paid campaigns:

  • No Audience Control: Boosting relies on broad targeting. You can’t refine audiences in the same way you can through Ads Manager.

  • No Funnel Strategy: Boosting doesn't let you build a campaign around specific goals like website visits, purchases, or leads.

  • Limited Placements: You won’t have full control over where your ad appears — which affects performance.

  • No Creative Testing: You can’t split test headlines, images, or formats to see what converts best.

  • Weak Reporting: Boosted posts offer surface-level insights, but you can’t track conversions or ROI.

What to Do Instead

If you're going to spend money on social media advertising, do it right. A well-executed campaign should start with strategy — not a shiny button.

At Ignite Communications, we help Perth businesses build custom paid social media campaigns designed to meet real objectives. That might mean increasing brand awareness, driving traffic to your website, collecting leads, or boosting event bookings.

We use Meta Ads Manager to:

  • Define clear campaign goals

  • Target your ideal audience by interests, behaviours, and location

  • Test creative variations for maximum impact

  • Optimise placements across Facebook, Instagram, Messenger, and more

  • Track performance and ROI with in-depth analytics

We turn your content into a purpose-driven campaign, not just a post with a price tag.

Boosting Feels Easy — But Strategy Wins

Social media platforms make it easy to boost a post because it benefits them — not necessarily your business. If you want to grow your brand online and see real return on your investment, step away from the Boost button and start thinking like a marketer.

Ready to make your social media spend work harder?

Let’s talk about a real campaign strategy that delivers. Contact Ignite Communications today for social media management and paid ad campaigns that actually perform.

 
Ignite Communications WAComment