Ads are called different names on most social channels, but ultimately they serve the same purpose. On each platform, you can set up an ad directly from the post to increase engagement, or set up a more advanced ad through the social channel's ad platform. Facebook ads and Instagram ads A "boosted" post is the most basic advertising you can do on Facebook. They are created by allocating advertising budget to a post that already exists on your business page. When you choose to "boost" an existing post, more people will see it in their newsfeed. Boosted or promoted posts are typically used when the goal is to increase audience engagement, such as getting the post liked, shared and commented on. If you're looking for a more tailored approach to advertising, Facebook ads are the way to go. Facebook Ads is a more advanced way to advertise on Facebook and requires a Facebook Ads Manager account - also known as Facebook Business Manager. Facebook Ads offers you the largest number of ad options; and the style you choose depends on your marketing goals. These options include: - Brand awareness - Reachability - Traffic - Engagement - App installation - Video views - Lead generation - Announcements - Conversions - Catalogue sales - Store visits