There's a reason Meta's Boost button appears everywhere.
Convenience.
Meta wants to reduce the friction between you and spending money as much as possible.
But convenience doesn't always equal outcome.
If anything, it's usually the opposite.
Sure, the Boost button may be right for some. It's just probably not right for you.
What easy costs
There's a quote I like from Olympic weightlifter Jerzy Gregorek:
"Hard choices, easy life. Easy choices, hard life."
That quote might seem overblown for something as low-risk as clicking the Boost button on your latest Instagram Reel. But it's rooted in something more fundamental than one small action.
More often than not, the easier something is to do, the less positive its outcome is going to be.
Watching TV instead of working out.
Doomscrolling instead of working on a side hustle.
The Boost button is no different.
Yes, it technically works. You boost a post and you get more engagement, more followers, more views—whatever.
But it comes at the cost of actually creating reproducible outcomes, and learning the fundamentals of a system that can change your business and your life.
Marketing.
Where friction wins
There's no doubt Facebook Ads Manager is head and shoulders above the Boost button in complexity and learning curve.
But I promise you, the benefits vastly outweigh the challenges.
Using the ad platform gives you vastly more control over every variable in the advertising process, and equips you with the tools to build an effective, scalable, profitable advertising funnel in a way the Boost button just can't.
Not to mention, the skills you build in Ads Manager are repeatable across domains.
If you can build an advertising funnel for your creative work, you can build one for a software business, a retail shop, a coaching program, and more.
The Boost button doesn't do that.
It just makes things easy.
But "easy" rarely pays the bills.
Putting it all together
What's easy and what's best aren't always the same thing.
If anything, they're usually not.
But as with mastery in any domain, the more you do something, the better you get at it.
When I ran my first conversion campaign, I didn't even have my pixel installed correctly. I wasted hundreds of dollars for zero results.
Now I run an ad agency.
Just because you don't fully get the ad platform now doesn't mean you never will.
But you have to have the courage to try.
To do that, you have to stop boosting your posts.
P.S. If you want to learn more about the differences between the Boost button and Facebook Ads Manager, check out this week's YouTube video.