A post is content that you share on social media for your followers to see organically. An ad is a paid post to target an audience outside of your followers based on demographics and interests. Since most social media algorithms limit the number of followers who see your company's content organically, we recommend promoting important or relevant posts to ensure that more people see them. Another good indicator of a post that should be promoted is a post that performs well organically. If it's doing well on its own, putting money behind it will increase its reach.