The line between user and advertiser is getting blurrier. They’re rolling out a feature where users can pay to “boost” their posts.

Meta’s boosts are a type of paid advertising that shows a Facebook or Instagram account’s posts to a wider audience. Meta frames boosts as a tool that many “small businesses” use, but it’s also being used by celebrities, brands, and individuals looking for more eyes on their content.

Paid boosts are a quick way to pay-to-play for engagement on Instagram and Facebook. They’re different from full ad campaigns, which can be purchased through Meta’s Ads Manager feature.