WHAT’S THE DIFFERENCE AND WHEN SHOULD YOU USE EACH?Social Media Post vs. Ad:

If you’re a business owner or decision-maker trying to promote your products or services, chances are someone has told you to “do more on social media.” But what does that actually mean?

Should you just post on your page? Should you boost a post? Do you need to run a paid ad campaign?

At our agency, we often work with clients who are unsure about the difference between a social media post and a social media ad. If you’re in the same boat—don’t worry. You’re not alone, and you’re not behind.

This post is designed for anyone who may not use social media personally (Pew Research says you’re not alone) or feels unsure about digital marketing. We’ll walk you through:

What a social media post is
What a social media ad is
The key differences between the two

The pros and cons of each
Real-world examples
A decision-making guide for choosing the right option

Let’s start with the basics.

A social media post is content you share directly to your business’s page or profile on platforms like Facebook, Instagram, LinkedIn, or Twitter/X. It could be a photo, a video, a customer testimonial, a quote, or a simple text update.

These posts are called organic content, meaning you don’t pay for them to be shown to people. They’re shared with the people who already follow or like your page—and anyone they choose to share it with.

Think of a post like putting up a flyer in your shop window. People who walk by might notice it, especially if they already know you. But it doesn’t go out and find new people.

Examples of Social Media Posts:

BENEFITS OF SOCIAL MEDIA POSTS:

Free to publish
Builds trust with your existing audience
Shows your personality and keeps your business active online
Great for behind-the-scenes content, community updates, and brand storytelling

DRAWBACKS OF SOCIAL MEDIA POSTS:

Limited reach—only a small percentage of your followers might see each post
Doesn’t actively bring in new customers unless shared widely
Can take time to build momentum or engagement

A social media ad is a paid promotion you run through a platform like Facebook Ads Manager or Instagram’s Promote feature. You choose what message you want to share, who you want to see it (based on interests, location, age, behavior, etc.), and how much you’re willing to spend.

Think of a social media ad like paying to put that same flyer into the mailboxes of 5,000 people who might be interested in what you sell. It’s proactive. It puts your message in front of people who may not yet know your business.

Examples of Social Media Ads:

Benefits of Social Media Ads:

Reach people who don’t already follow you
Target specific audiences based on behavior, location, or interests
Drive traffic to your website, event, or product
Easy to track results—see clicks, sign-ups, or purchases
Can scale up as your budget allows

Drawbacks of Social Media Ads:

Requires a budget (even small campaigns cost money)
Needs a clear goal to be effective (website traffic, sign-ups, purchases, etc.)
Can feel overwhelming to set up without help or training
Needs good creative and messaging to work well

Feature
Cost
Audience
Purpose
Lifespan
Analytics
Control

Social Media Post
Free
Your followers
Engagement, updates, community
Short—usually 1–2 days
Basic (likes, shares, comments)
Limited visibility control

Social Media Ad
Paid
Anyone you target
Leads, conversions, growth
Runs for days/weeks depending on budget
Advanced (clicks, views, ROI)
Full control over who sees it

WHEN TO USE A POST VS. AN AD?

Here’s a simple way to think about it:

Use a post when:

You want to keep your existing followers engaged
You’re sharing updates, behind-the-scenes content, or customer photos
You’re building a community around your brand
You’re trying to build trust, not necessarily sales

Use an ad when:

You want to grow your customer base or get new leads
You’re promoting a specific offer, event, or product
You have a budget and want measurable results
You want to control who sees your message

REAL-LIFE SCENARIOS

SCENARIO 1: A LOCAL PIZZA SHOP

A post: Share a photo of today’s lunch special and tag the staff member who made it.

An ad: Run a special offer—”Get 10% off your first order!”—targeted to people who live within 5 miles of the shop and like pizza.

SCENARIO 2: A SMALL LAW FIRM

A post: Share a blog article about estate planning tips.

An ad: Promote a free 30-minute consultation to people aged 50+ who recently searched for “wills” or “probate.”

SCENARIO 3: A YOGA STUDIO

A post: Share photos from a recent class and a student testimonial.

An ad: Promote your intro offer to people who recently moved to the area or follow wellness pages.

A SIMPLE DECISION TREE

Not sure what to do? Use this guide:

1. IS YOUR GOAL TO ENGAGE YOUR CURRENT AUDIENCE OR REACH NEW PEOPLE?

Engage Current Audience → Post
Reach New People → Ad

2. DO YOU HAVE A SPECIFIC OFFER, EVENT, OR SERVICE TO PROMOTE?

Yes → Run an Ad
No → Use a Post

3. DO YOU WANT DETAILED TRACKING (CLICKS, FORM FILLS, PURCHASES)?

Yes, I want detailed tracking → Ad
No, I don’t need detailed tracking → Post

4. DO YOU HAVE A BUDGET (EVEN $50 CAN WORK)?

Yes → You can run a small ad
No → Focus on posting consistently

5. ARE YOU TRYING TO STAY TOP-OF-MIND OR DRIVE ACTION?

Top-of-mind → Use a Post
Action (sales, sign-ups, clicks) → Run an Ad

FINAL THOUGHTS: IT’S NOT EITHER/OR

Social media marketing works best when you use both posts and ads strategically. Think of your posts as the heartbeat of your brand—keeping you present, honest, and relatable. Think of your ads as the outreach team—going out into the world to find new people and bring them in.

And don’t worry if it still feels confusing—every platform changes constantly, and even experienced marketers are learning all the time.

If you’re not sure where to start, begin with one strong post a week and one small paid ad campaign a month. Track what happens. Adjust. Grow.

And if you ever need help, our award-winning team is here for you.