To Boost or Not to Boost? That's Everyone's Big Question.

Here it is: Your guide to boosting the right way.

Let’s talk about boosting posts. Do you need to pay for social media to grow your account? Nope. You can be successful without spending a dime. I have clients who refuse to put a single dollar into boosting content, and guess what? They’re still making sales and growing their audience. That’s the beauty of organic growth — it’s totally possible with the right strategy.

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But if you’re considering boosting your content, there’s something important to know: it’s not a magic fix. Before you even think about spending money, your priority should be creating good content — posts that are engaging, interesting, and make people want to follow you. Boosting boring, low-quality posts isn’t going to get you anywhere (except maybe poorer). If you’re just getting started, give yourself at least a month to consistently create solid content before boosting anything. (Need help with this? Check out these tips on creating better content to get started.)

When Boosting Can Help

If you’ve been posting consistently, your content is strong, and you’re getting good engagement, boosting can give your posts a little extra push. It’s a great way to put your content in front of fresh audiences who might not have found you otherwise. And if you’re looking to grow quickly, it can help introduce you to new followers.

Here’s how I do it with my clients: at the end of the week, I analyze everything we’ve posted. There’s usually one post that stands out as the clear winner — the one that got the most engagement, reach, or shares. That’s the post we boost. We typically spend $30 over six days (no need to spend more because Instagram’s algorithm already maximizes reach within your budget).

How to Boost the Right Way

When boosting, I always let Instagram choose the audience. Why? Because Instagram knows its users better than I do, and it can show the content to people who are most likely to engage and follow. I also set the goal to "visit my profile" — which is why having a strong profile is critical. Your bio, pinned posts, and overall content need to make a great first impression. (Not sure if your profile is optimized? Here’s how to make it shine.)

After a month of boosting, you’ll start to notice patterns. Certain types of posts perform better with new audiences and convert them into followers. Use this insight to create more content that resonates with fresh eyes — and focus on boosting posts that are more likely to bring in new followers.

The Bottom Line

Boosting isn’t mandatory, but it can be a helpful tool to grow your audience faster — if your content is already doing well organically. Start small, track what works, and let Instagram’s algorithm do the heavy lifting. When done thoughtfully, boosting can be a great addition to your Instagram strategy.

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