Should Small Businesses Boost Facebook Posts?
Suppose you’re a small business trying to grow on Facebook or Instagram. In that case, you’ve probably seen that shiny little Boost Post button and thought, “Why not?”
Here’s the truth: boosting Facebook posts can help—but only if used correctly.
At Busy Otter Marketing, we work with small businesses and nonprofits every day. And while boosting may seem like a shortcut to visibility, it often results in wasted dollars and missed opportunities. Here’s why—and when it can work in your favor.
Why Marketers Are Wary of Boosting Posts
Many digital marketers avoid boosting posts because the tool is limited, inefficient, and often optimized for the wrong outcomes.
Limited Targeting
Boosting gives you only basic audience options—location, gender, and interests. You can’t use powerful tools like custom or lookalike audiences, which are available in Meta Ads Manager.
Weak Objectives
Boosted posts are typically optimized for engagement—likes, comments, shares—not for clicks, conversions, or store visits. That’s a problem if your real goal is to grow sales or bookings.
No Funnel Strategy
You can’t sequence ads, build awareness funnels, or retarget people who’ve interacted with your brand when boosting. You’re basically shouting into the void.
Poor Budget Efficiency
Boosting can burn through your budget with little to show for it. It prioritizes visibility—not value.
When Boosting a Post Can Be a Smart Move
Now for the good news: there are a few scenarios where boosting can actually work for a small business.
You Have a Post That’s Already Performing Well
If your post already gets strong organic engagement, boosting it can amplify that success. Use the “People who like your Page and their friends” targeting to stretch your reach with some social proof.
You’re Promoting an Event or Flash Sale
Do you need quick exposure for an event this weekend or a limited-time offer? Boosting can help you get the word out fast, especially to your existing audience.
You’re Just Getting Started
Suppose you’re new to Meta ads and need quick visibility without diving into Ads Manager. In that case, boosting is a simple way to test the waters. Keep the budget tight and messaging clear.
You Want to Build Engagement or Social Proof
Boosting Facebook posts can make your page appear more active and trustworthy—especially helpful if you’re still building your reputation.
You’re Seeding a Retargeting Campaign
Boosting can warm up an audience you plan to retarget later with more strategic ads. Think of it as filling the top of your funnel.
When to Avoid Boosting
Skip the boost if:
- Your goal is sales, lead generation, or web traffic
- You want to reach new or particular audiences
- You’re running a multi-step campaign with different objectives
The Better Alternative: Use Meta Ads Manager
Meta Ads Manager is where the magic happens for small businesses that are serious about growth. It gives you complete control to:
- Target by interests, demographics, and behavior
- Use custom audiences and lookalikes
- Run A/B tests to optimize performance
- Track results tied to real business goals (not just likes)
Boosting posts isn’t bad it’s just not built for long-term strategy.
If you’ve got a solid post and a small budget, boosting can be a good short-term play. But if you want to build an effective marketing funnel, reach new customers, and drive real ROI, Ads Manager is your best friend.
Need help navigating Meta ads the right way? We’re here for it. Let Busy Otter Marketing help you build smarter, more strategic campaigns that get results—without wasting your time or budget.
