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Brand execution guidelines

Social media advertising

You need a social media presence, but how do you know when to use boosted posts or an advertising manager for Facebook, Instagram, Twitter and LinkedIn? What is the difference between the two, and how should you plan your strategy?


Boosted post

A boosted post involves applying funds to an existing post on your page's timeline, so it reaches a specific audience. Those posts can be created in the platform’s ads manager service or directly from the platform. Boosting posts in-platform allows you to choose interests, age, gender, etc., to target those possibly interested in your content. But it does not allow the same customization features as the platform's ad manager service.

To boost a post with specific targeting parameters, choose the platform’s ads manager service instead. Once you have created a campaign and chosen your objective, budget and targeting, you will be prompted to create your ad. You can select an existing organic post to be boosted and drive engagement through likes, comments and shares. 

Use boosted posts to:

  • Improve engagement on your page 
  • Maximize visibility of organic posts

Placed ads created in the platform’s ads manager services tend to have a larger, more immediate impact and robust targeting capabilities. The increased functionality, customization and optimization of the platforms’ ads managers make them a better fit for specific campaigns. However, instead of using an existing, organic post, you will need to develop a new ad with the Outreach Hub since social media ads fall under external paid advertising. 

Use placed ads for:

  • Brand awareness
  • Website conversions 
  • Lead generation
  • Video views
  • App installations

Boosted posts vs paid ads

The decision between a boosted post and an ad will depend on long-term versus short-term outcomes and the budget for your specific campaign. One is not necessarily better than the other, and there are unique pros and cons.

Consider boosted posts if you want to create content quickly, build your reach and fan base, or target your current followers. Consider using the platform’s ads manager if you want to produce tangible outcomes from your online presence.

See Social media at ASU guidelines for more information on best practices, ad specs and copy and related Lookbooks.