Organic vs boosting vs paid – what’s the difference?

1 minute, 25 seconds Read

As a business owner, digital marketing lingo can be confusing. You may have heard the term ‘organic content’, ‘boosted post’ or ‘paid ads’ before, but if you’re like most business owners, you don’t have a lot of time to dedicate to social media marketing and don’t understand what makes each of them different.

The digital team at Adoni Media has broken down the three terms, explaining what they mean and how they can be useful for your business.


Organic content is not paid for and includes anything you post on your page’s timeline, including a status, image or video. 

Boosted Posts

Boosted Posts are when you put money behind organic content that you have posted on your business’ page. You might choose to use this if you have posted a photo on your timeline that has received high engagement, such as many likes, comments and shares, and you believe it will continue to perform well with a larger audience. This function is typically managed in your personal Facebook and does not require management through Facebook Business Manager. 

Paid Advertisements

These are advertisements targeted to a specific audience. This audience can be refined to demographics and audience interest, and the number of people that view an ad is dependent on how much money is put behind it. For example, if your business is a café, you can be as granular as targeting a young woman aged 25 on Queen Street in Brisbane who likes ‘coffee’ and ‘brunch’. Scary, right?

These ads do not appear on your Business’s page or timeline as they are served directly on the feeds of those you are targeting. You typically manage these through Facebook Business Manager.

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