Boosting campaign posts on social media: A creator’s guide

As a creator, keeping up with the daily changes across social media is essential, especially when it comes to understanding how your content reaches your audience. 

One topic that often sparks debate is the practice of boosting posts.Some creators feel uneasy about it, questioning its impact on their organic reach and authenticity. Here we explore those concerns, offering transparency on how boosting works, why it’s become a necessary part of influencer marketing, and how it can actually support your growth as a creator.

What is boosting and why does it matter?

Let’s start with the basics. Boosting is a method of promoting content beyond its organic reach by paying to increase its visibility. When a brand boosts a post, it ensures the content reaches a broader, often more targeted audience than it would naturally. This practice has become increasingly common as organic engagement rates on platforms like Instagram and TikTok have declined.

The decline of organic engagement

In recent years, many creators have noticed a drop in their organic engagement rates (ER). This trend isn’t isolated; it’s a reflection of broader shifts within social media platforms. As the number of users and content has exploded, the competition for visibility has intensified. Platforms like Instagram and TikTok have adjusted their algorithms to prioritize certain types of content, making it harder for individual posts to stand out without some form of paid promotion.

How boosting helps bridge the gap

Given this decline in organic reach, brands have heightened expectations for the performance of creator collaborations. To meet these expectations, boosting has become a valuable tool. It allows brands to ensure that their campaigns achieve the necessary visibility and engagement, even when organic reach falls short. For creators, this means that boosting can be the difference between landing lucrative brand deals and being overlooked.

Common concerns about boosting

Concern 1: “Will boosting hurt my organic reach?”

One of the most common worries among creators is that boosting might negatively impact their organic reach. However, this concern is largely based on misconceptions. Don’t just take our word for it. 

According to TikTok’s Spark Ads FAQ, boosting does not decrease the organic views of your videos. Instead, TikTok’s algorithm is designed to surface content that aligns with current trends and community guidelines, regardless of whether it’s boosted.

Similarly, Instagram has addressed concerns about “shadowbanning” and the suppression of content in its blog on Instagram’s ranking system. Instagram explicitly states that they do not suppress content to push creators into buying ads. The platform’s goal is to make Instagram more engaging overall by growing reach for content that resonates with audiences.

Concern 2: “Isn’t boosting just a way for brands to control my content?”

Another worry is that boosting might compromise the authenticity of a creator’s content. However, boosting doesn’t change your content; it simply amplifies its reach. Brands choose to boost posts because they see value in your content as it is. The goal is to get that content in front of a larger audience, not to alter its message or tone.

Concern 3: “Does boosting affect my relationship with my followers?”

It’s natural to worry about how your followers will perceive boosted content. Some creators fear that their audience might view boosted posts as less genuine. However, boosting is a common practice across social media, and most followers understand that it’s part of how creators work with brands. As long as your content remains true to your voice and values, boosting can actually enhance your connection with your audience by reaching more like-minded people.

The algorithms behind the platforms

Understanding the algorithms behind platforms like Instagram and TikTok can help demystify the effects of boosting. Here’s a brief overview:

Instagram’s algorithm

Instagram’s algorithm considers several factors when determining what content to show users, including engagement (likes, comments, shares), relevance, and recency. While Instagram does prioritize content that users are likely to engage with, it does not suppress content to push creators into using ads. Boosting can help your posts perform better by ensuring they reach users who are most likely to interact with them, thus improving your overall visibility on the platform.

For more details on how Instagram’s algorithm works, check out this Hootsuite guide.

TikTok’s algorithm

TikTok’s algorithm is known for its ability to surface content to users that aligns with their interests, even if they don’t follow the creator. TikTok prioritizes content based on factors like user interactions, video information (such as captions and hashtags), and device/account settings. Boosting on TikTok (through Spark Ads) helps ensure that your content reaches users who are most likely to engage with it, without affecting your organic reach negatively.

For more insights into TikTok’s algorithm, visit this Hootsuite guide.

Boosting posts has become a crucial part of influencer marketing, especially as organic engagement rates continue to decline. While it’s natural to have concerns about how boosting might impact your content and relationship with your audience, it’s important to understand that boosting is a tool that can enhance your visibility, engagement, and opportunities for collaboration with brands. 

Remember, the digital landscape is always evolving, and staying informed is key to thriving as a creator.