In today’s digital landscape, prospective students aren’t just skimming your website or reading brochures; they’re scrolling through your social media, looking for proof of what your institution is really like. They want to see real stories, genuine experiences, and student voices, not just polished ads. That’s why the most effective higher ed marketing strategies strike a balance: organic content that builds trust paired with paid campaigns that expand reach.
But what if you could do both at once – using content that’s already performing well and scaling it with paid support?
Meta’s “Existing Posts as Ads” feature makes that possible. It allows you to take an organic post from your Facebook or Instagram account and promote it in a paid advertising campaign. It’s a smart, efficient way to blend authenticity with performance. In this blog, we’ll show you how it works, how it compares to boosted posts, and why it’s especially valuable for higher education marketers.
What Is Meta’s “Existing Posts as Ads” Feature?
Meta’s “Existing Posts as Ads” lets you promote content that’s already live on your Facebook Page or Instagram profile by running it through Ads Manager. Instead of building a new ad creative from scratch, you can select an organic post–one that has already earned likes, comments, or shares–and amplify it with paid media to reach a wider, highly targeted audience.
This approach reflects a growing trend across social platforms: bridging the gap between organic engagement and paid amplification. Tools like TikTok’s Spark Ads and LinkedIn’s Boosted Posts do the same, and for higher ed marketers, it’s an especially effective way to extend the life of top-performing content like student testimonials, campus highlights, or program announcements.
Boosted Post vs. Existing Post as Ad: What’s the Difference?
These two options are often confused, but they offer different levels of control and flexibility.
- Boosted Post: This is a simpler, more straightforward option where you take an existing organic Facebook or Instagram post and click the “Boost Post” button to quickly turn it into an ad. This process is streamlined but comes with limited targeting, bidding, and optimization options. Boost Posts are ideal for quick, simple promotions with minimal setup.
- Existing Post as Ad: This option allows you to use any post from your Facebook Page or Instagram account within Meta Ads Manager to create an ad. You have more control over campaign objectives, audience targeting, placements, and bidding strategies. This approach is more flexible and powerful for advanced campaigns and can integrate into larger paid media strategies.
In short, boosted posts are a quick and easy way to promote content, while existing posts as ads give you more strategic control.
What Makes a Good Organic Post for Paid Promotion?
To get the most out of Meta’s Existing Posts as Ads feature, it helps to start with strong organic content. Whether or not you’re running ads right away, consistently sharing engaging, relevant posts can build a stronger foundation for future campaigns and help you quickly identify which content is worth amplifying.
Here are a few content types that tend to perform well for higher ed institutions on Facebook and Instagram:
- Student Spotlights: Highlight real student experiences, internships, or achievements to build trust and relatability.
- Campus Life Moments: Share photos or short videos from events, clubs, or even everyday student life to give prospective students a feel for your community.
- Important Deadlines & Announcements: Use organic posts to remind students about application dates, open houses, or scholarship opportunities.
- Behind-the-Scenes Content: A look inside residence halls, classrooms, or labs can make your campus feel more accessible.
- User-Generated Content: Reposting student content (with permission) adds authenticity and often performs well with both current and prospective audiences.
These kinds of posts not only help your organic presence grow, but they’re also strong candidates for paid promotion when they start to gain traction.
Final Thoughts
For higher education marketers, Meta’s Existing Posts as Ads feature is a valuable way to scale content that’s already connecting with your audience. Whether you’re highlighting campus life, sharing student stories, or announcing key deadlines, this feature can help you do more with what you already have—authentically, efficiently, and effectively.
If you’re looking to integrate this feature into your paid social strategy or need help identifying the right content to promote, our team is here to help you build smarter, more strategic campaigns that move the needle. Start a conversation with us today.