A boosted post is less complicated than an ad. They are basically regular posts that you “boost” (meaning, pay money) to reach a wider audience in order to increase engagement. They help you ensure that your post gets seen by more people who are likely to engage, making it more relevant in the spur of the moment. Boosts are more of a short-term strategy than an actual ad campaign – they’re meant to improve the brand’s social media engagement and social presence. Ads are designed as a long-term strategy to encourage leads, app installations, website visits, sales, etc.