Growing an audience and upping engagement on social media takes time, effort and energy. With high market saturation, it’s increasingly challenging for businesses to stand out organically. As organic reach declines and competition increases, it’s essential to invest in a robust content marketing strategy to grow your brand’s presence on social media. Engaging and informative organic social posts should serve as the groundwork for a brand’s social presence, but paying to boost some of these posts can have big benefits. When done correctly, using paid social media or the boost feature on social platforms can grow your audience in a meaningful way. Here’s what to know about best practices for promoting social media posts across platforms.