What is Social Media Advertising? And Why it Matters?

What is Social Media Advertising?

More and more businesses are relying on social media advertising to support their marketing efforts. As social media grows in popularity and impact, businesses not participating in social media advertising are missing an opportunity to meet their competitors on the playing field. 

Social media usage will continue to dominate the digital landscape for the next 3 years. The number of people worldwide who use social media is expected to grow from 3.6 billion to 4.4 billion by 2025. That’s over half of the entire planet’s population scrolling through social feeds which provides you with an opportunity to connect with potential customers.

Let’s explore the impact of social media marketing and why your business should integrate it into your marketing strategies:

What is Social Media Advertising?

Social media advertising is a specific type of advertising which places advertisements on various social media platforms. This type of marketing strategy is based upon companies paying to promote specific content on social media sites. Content is designed and placed in order to target a very specific audience that ultimately results in leads for the business. There are many different types of social media advertisements, which vary depending on the social media platform used.

Types of Social Media Ads

The world of social media is constantly changing and expanding, with new platforms debuting and peaking in popularity at lightning speed. Most common social media ads are run on common platforms such as Facebook, Instagram, Linkedin, TikTok, Twitter, Pinterest, Snapchat, and others.

Facebook offers several types of social media advertising, among them are ads using images, video ads, slideshow ads, and carousel ads (with multiple images through which a viewer can scroll). On Twitter, you can promote individual tweets or promote your specific account.

What is the Difference Between Social Media Advertising and Social Media Marketing?

The primary difference between social media advertising and social media marketing is whether they are purchased vs. placed. Many forms of social media marketing do not require any money,  as when posting on or sharing your business’ page. Social media advertising differs from social media marketing in that it is purchased, rather than simply posted.  Social media advertising is paid advertising via methods like pay-per-click advertising. When comparing and contrasting which method is best to use, DaBrian Marketing Group recommends using both in a combined strategy to achieve the most effective results. Which one you utilize more often will depend on the specific needs of your business.

What are the Best Uses of Social Media Advertising?

Social media advertising offers many advantages to businesses. Social media advertisements generally serve three primary purposes, which are to promote a business or brand, promote a social media presence, or to bring social media users to the businesses’ website. A strong marketing plan includes strategies specific to your business and innovative ways to utilize social media to best meet the goals of your business.

Components of Social Media Advertising

When creating a smart social media advertising plan, it is important to consider the fundamental components of social media advertising. 

Target Audience

First, the ads should be focused on your target audience. This will vary depending on which platform you’re using. Make sure your ads are bringing the highest return on investment, so consider the demographics you’re looking to target. Demographics are age, gender, search history, interests, activities, and many other factors. Doing so will narrow down your ad choices to ensure they’re reaching the right audience.

Social Platform

Choosing the right social media platform for your target audience is key to success. Do some research on various social media platforms and the types of ads they offer. 

Campaign Budget

Another important factor to consider is your campaign budget. Many social media platforms will allow you to set a maximum budget, indicating how much you’re willing to spend. Thinking clearly about this number will ensure you don’t spend too much. Starting small by testing the waters is a smart way to start with social media advertising.

Campaign Creative

A good social media ad campaign will require a mix of created content. Consider a mix of photo, text, and video content to stay relevant. Trial and error is one way to see how social media advertising works for you. Creating original content will allow you to remain fresh and non-repetitive. 

KPIS to Measure Success

Key Performance Indicators, or KPIs, track the success and metrics of your social media ad campaigns. Things like impressions, reach, clicks, click-through rates, and more are all solid indicators of performance. Paying close attention to these metrics will help you continually adapt your campaigns to maintain the most success.

Why Should Your Business Use Social Media Advertising?

There are many ways in which a business can benefit from a social media advertising campaign. First, you will create brand awareness by posting and promoting your content. This means you will reach new audiences and attract more leads. Many social media ads have functionality that allows you to connect to your website’s landing page. In this way, you can offer a call to action that will generate more leads. Increased leads equate to increased sales.

According to Hootsuite, Social media advertising is the second biggest market in digital ads. Ads on social media had worldwide revenue of $153 billion in 2021, and this number is expected to grow to over $252 billion in 2026. It’s time to determine how social media advertising can effectively be used as part of your marketing strategy.