Boosted or Busted? When to Put Paid Spend Behind Your Posts

Restaurant promoting a time-sensitive event using Facebook boosted post for local reach

Let’s face it – organic reach on social media isn’t what it used to be. With algorithms constantly shifting and competition for eyeballs fiercer than ever, knowing when to boost a post (and when to let it fly free) can make or break your content strategy.

If you’re a venue, bar or hospitality brand trying to get seen in busy markets like Sydney or Brisbane, this one’s for you. Here’s how to know when it’s time to hit that “Boost” button and how to get the most out of it.

what is boosting, really?

Boosting is the most basic form of paid promotion on platforms like Facebook, Instagram and TikTok. It takes an existing post from your feed and puts budget behind it to reach more people – whether that’s your current followers, their friends or entirely new audiences.

It’s not as complex as running full ad campaigns through Meta Ads Manager, but when done right, it can still drive big results.

when to boost (and why)

1. You've got a hero post
If a piece of content is already performing well organically (think strong engagement, saves or shares), boosting it can help it go further. The algorithm loves content that people already enjoy, so throw some fuel on the fire.

Hot tip: Meta reports that boosted posts with strong organic engagement can see up to 2x the reach of standard ad posts.

2. You’re launching a time-sensitive offer
Got a new menu, an event coming up or limited bookings available? Boosted posts can get the word out fast. Just make sure the call to action is clear and the landing page (if relevant) is mobile optimised.

3. You’re building awareness in a new market
If your restaurant or bar is expanding into a new suburb or city (hello Brisbane to Sydney and vice versa), boosting helps put your content in front of locals who might never have heard of you otherwise. Geo targeting is your best friend here.

when not to boost

1. Your content isn’t ready
If the post doesn’t have a strong hook, clear value or any kind of engagement – don’t waste your dollars. Refine it, repost it or consider creating a fresh version.

2. You’re boosting just to boost
If boosting is your entire paid strategy, you’re missing out. Boosts are great for reach and engagement but not for detailed targeting or conversions. For more complex campaigns (like driving bookings or RSVPs), Ads Manager is still king.

how to make the most of a boost

• Target smart: Choose interest-based or geo-targeted audiences relevant to your business

• Keep your CTA tight: Whether it’s “Book now,” “See the menu” or “Grab your tickets,” make it crystal clear

• Test and learn: Try boosting different types of content (video vs static, product vs people) and track which drives the most results

so, boosted or busted?

A smart paid strategy doesn’t mean throwing cash at every post – it means being intentional with your spend. Boosted posts work best when they’re part of a bigger picture: high-quality content, consistent posting and clear objectives.

Whether you’re trying to fill Friday dinner service or grow your profile in a new city, knowing when to boost can help you cut through and stay ahead.

Need help building a smarter paid strategy for your venue?
Let’s talk about how to mix organic magic with paid precision.

Hospitality venue using paid social media strategy to boost Instagram engagement in Sydney