A recent observation by user Deva Hazarika on social media highlights a perceived shift in terminology on Meta platforms, noting that what were once broadly referred to as "ads" are now increasingly presented as "boosted posts." The tweet, stating, > "Update: they’re not “ads” anymore, now they’re “boosted posts”," points to an evolving language within the social media giant's advertising ecosystem. This subtle change suggests a re-emphasis or simplification in how Meta, the parent company of Facebook and Instagram, categorizes its paid promotional offerings.
"Boosted posts" represent a straightforward method for users and businesses to amplify the reach of their existing organic content. This form of promotion allows a post already published on a Facebook or Instagram page to be shown to a wider audience beyond existing followers, typically with basic targeting options for demographics and interests. It serves as an accessible entry point for those new to paid social media promotion.
In contrast, traditional "Meta Ads" or "Facebook Ads" are more comprehensive advertising campaigns created and managed through the Meta Ads Manager. These campaigns offer advanced features, including diverse ad formats (such as carousel ads, video ads, and lead generation forms), granular targeting capabilities like lookalike audiences, and optimization for specific business objectives such as website conversions or app installs. The Ads Manager provides extensive control and analytical tools for sophisticated marketing strategies.
The perceived re-framing could be part of Meta's strategy to simplify its advertising interface, particularly for small businesses and individual creators who may find the full Ads Manager complex. By emphasizing "boosted posts," Meta might be streamlining the process for quick, engagement-focused promotions. Another factor influencing this emphasis could be recent developments, such as Apple's implementation of a 30% fee on "boosted posts" purchased through iOS apps, which has made this specific category of advertising a distinct financial consideration.
This evolution in terminology reflects the dynamic nature of social media advertising, where platforms continuously adapt their offerings to user demands, technological advancements, and market pressures. While the fundamental distinction between simple post promotion and complex ad campaigns remains, Meta's language adjustments aim to guide users towards the most suitable tools for their marketing goals. The shift highlights an ongoing effort to make paid reach more intuitive for a broader user base.