A boosted Reel is an existing Instagram Reel that you pay to promote to a larger audience, using a budget and time frame you choose. Instagram turns the organic post into an ad without you ever opening Meta Ads Manager.

That matters because Reels already own a huge share of the attention on the platform. They account for 46% of the time people spend on the Instagram app, which is a big part of why short-form video keeps pulling budget away from other formats.

Unlike organic Reels, which rely solely on Instagram’s algorithm for distribution, boosted Reels give you more control over who sees your content. They’re also simpler than full-scale Instagram ads, which trade that simplicity for advanced targeting and optimization options. More on that comparison further down.

Bonus: Claim your pack of free animated Instagram Reels templates created by Hootsuite’s professional designers. Easily customize them in Canva, and take your Reels game to the next level today.

To boost an Instagram Reel, you need a business or creator account and a Reel that meets Instagram’s eligibility rules. Personal accounts can’t boost content at all, so switching account types is the first step if you haven’t already.

When choosing to boost a Reel, make sure it meets Instagram’s criteria:

If a Reel doesn’t qualify, the Boost button will either be greyed out or Instagram will reject the boost after you submit it. You’ll get a notification explaining the reason, and any budget you set won’t be charged.

The most common culprit is licensed music, so if you plan to promote a Reel, use original audio or tracks from Instagram’s commercial audio library from the start.

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