A post can be defined as a piece of text and image that you share on social media for your followers to see. An ad is a paid post that targets a demographic and interest-based audience outside of your following. Since most social media algorithms limit how many people view your company’s content naturally, promoting significant or relevant posts ensures that more people see them. Another good sign that a post should be promoted is how well it performs organically. If it’s already doing well, throwing money behind it will expand its reach.