The answer might be simpler than expected, thanks to Meta’s “Existing Posts as Ads” feature. This tool allows institutions and businesses to take content that’s already performing well on their Facebook or Instagram accounts and turn it into a paid advertisement. Instead of spending time creating brand-new ad creatives, you can build on what’s already working. That means more visibility, better results, and less time wasted.
In today’s business world, especially in industries like higher education, a social media presence is more than just a trend, it’s a key tool for success. Gone are the days when a well-designed brochure or a clean website was enough to impress potential students. Now, people scroll through Facebook and Instagram to see what life really looks like at your institution. They want to hear real stories from students, see unfiltered moments, and feel a connection before making decisions.
So how do businesses meet this demand for authenticity while also trying to grow their audience? YouTube’s rolling out stricter measures, find out everything about the YouTube AI age check and how it affects creators.
Let’s break it down.
What Is Meta’s “Existing Posts as Ads” Tool?
Meta, the company behind Facebook and Instagram, has introduced a feature that allows marketers to reuse a post that’s already published on their account and turn it into a full-fledged ad. You don’t have to design a new ad from scratch. If a post is already getting likes, comments, or shares, you can promote it further using Ads Manager.
This idea brings together the best of two worlds, organic and paid media. People tend to trust content that doesn’t look like a traditional ad. But ads help you reach more people. With this tool, you get both trust and reach in one go.
And Meta isn’t the only platform offering something like this. TikTok has Spark Ads, and LinkedIn has Boosted Posts. These features all aim to help marketers extend the life of their best content.
What’s the Difference Between Boosting a Post and Using It as an Ad?
A lot of marketers get confused between boosting a post and using it as an ad. While both promote your content, they aren’t the same.
Boosted Post:
This is the easier option. When you see a post on your Facebook or Instagram page, you can hit the “Boost Post” button. This turns it into a paid promotion with just a few clicks. You don’t need to go into Ads Manager. However, the tradeoff is that it gives you fewer targeting and customization options. You can choose basic audiences and budgets, but that’s about it.
Existing Post as Ad:
This method involves selecting your post from within Meta’s Ads Manager. It gives you full control over your campaign. You can choose detailed audience targeting, set specific goals (like website visits or app downloads), and customize your ad placements. You can also include the post in a larger campaign with multiple ads.
In short, boosted posts are quick and simple, while existing posts as ads offer more strategy and flexibility. Need to reclaim your digital space? Learn how to recover a suspended account across platforms like Meta, TikTok, and Instagram.
Why This Tool Matters for Higher Education and Beyond
In the education sector, authenticity matters. A shiny video ad might look great, but it may not resonate with students as much as a real photo of a campus event or a quick video of a student sharing their story.
When you already have posts that are connecting with your audience, why not make the most of them?
Imagine a university shares a video of a student talking about their first day. If it gets lots of likes and comments, that’s a signal that people are interested. Using that exact post in a paid ad means you’re sharing proven content with a wider audience, not starting from scratch with something new that might or might not work.
This same approach can apply to other industries too, restaurants, small businesses, service providers, and even e-commerce brands.
What Kind of Content Works Best?
The success of this tool depends on the strength of your original post. Not every post is worth promoting. So, which ones tend to do well?
Here are some content types that work well for higher education, but also apply to other sectors:
1. Student Spotlights and Testimonials: People love real stories. Showcasing students talking about their experiences builds emotional connections and builds trust.
2. Campus Life or Behind-the-Scenes: Photos or videos showing dorm life, events, or even study groups help potential students feel part of the community. For businesses, showing team members at work or how products are made can create a similar effect.
3. User-Generated Content: When students or customers post about you, it’s gold. With permission, repost their content. It adds authenticity and tends to perform very well in both organic and paid formats.
4. Announcements and Deadlines: Got an upcoming deadline for applications, events, or deals? Share it organically, and then turn that into a sponsored post to make sure more people see it.
Consistency is key. The more good content you post, the easier it is to find winning posts to promote.
Doing More With Less
In marketing, we often feel pressure to come up with fresh ideas all the time. But Meta’s Existing Posts as Ads tool lets us do more with what we already have. You can take one high-performing post and turn it into a powerful ad campaign without any extra production.
For marketers in education and other industries, this can be a cost-effective and time-saving way to build your brand, boost enrollment or sales, and build stronger online communities. Wondering why you can’t go live on Instagram anymore? Here’s how to fix it and avoid future restrictions.
If you’re not already using this feature, now’s a great time to start exploring it. And if you’re not sure which content is worth promoting, consider reviewing your top-performing posts from the past few months. The answer might already be on your timeline.
Looking to build a smarter social media strategy? Whether you want help setting up campaigns or figuring out which content to promote, our team is here to help. Let’s turn your authentic moments into high-impact marketing tools.
Contact us today to get started.
