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Social media advertising

3 min to read 13 march 2023
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In this article, we’ll talk about social media advertising, why your business needs social media, and which platforms you can use for advertising.

How smartly do advertising goods or services catch up with you on social networks? Yesterday you were looking for a new phone case to replace your old one, and today the entire Instagram feed is full of ads for cases with a discount, free shipping, or in a store near your home. This is how targeting works.

Social media ad is the most effective and easy way to sell goods or services to a specific consumer. Targeted advertising allows you to segment the audience not only by gender and age but interests. If you look from the side of the business, you get directly to the client by launching advertising campaigns on social networks.

What are the goals of social media advertising?


Increase brand awareness.

You are at the hearing, in the visibility zone of every potential client. As soon as the thought of buying arises, visual memory and associations are activated.


Increase coverage.

Social platforms allow you to be closer to the customer, and to establish relationships at a distance. What we received from offline physical contact is also available online.


Traffic growth.

Access to the site and landing page in one click. As a result, you raise the chances of a sale, the same as the ranking of your site in search engines.


Lead generation.

Social networks know everything about us — gender, age, the presence of children, and even the nickname of our dog. Your business can use all of that. Interesting, right?

What are the types of social media advertising?

Advertising in social media differs depending on the platform.

Facebook is the world’s largest social network. The size of the advertising audience is more than 2 billion users. In addition, Facebook has a wide demographic scope — you can easily find customers both 25 and 65 years old. Types of Ads: Image, Video, Carousel, Powered Posts, Stories Ads, Facebook Shop, and Messenger Ads (placed in the Chats tab in Messenger, not users feeds).

Instagram is an ideal advertising platform for brands and e-commerce businesses. The main focus is on visuals. The engagement here is higher than on Facebook, and the target audience is younger (25-34 years on average). Instagram supports images, videos, carousel, collections, and ads in stories.

YouTube advertising audience — 2.5 billion people. If you don’t have premium access, you’ve reached across YouTube ads that come before (sometimes just in time) the main video. It is impossible not to notice advertising, which means that the probability of remembering it is much higher. Ad formats: skippable in-stream ads, non-skippable in-stream ads, bumper ads, out-stream ads, masthead ads, overlay ads.

LinkedIn is the world’s largest professional network. It can be used as an advertising platform for the B2B segment. A place where high-quality leads are concentrated. Ad Types: Sponsored Content, Dynamic Ads, Text Ads. The main disadvantage — is the high cost.

If your target audience is young, fun, and energetic, welcome to TikTok. In 2021, TikTok was the most popular social platform. TikTok allows you to launch advertising campaigns, sell products, and even promote your services through short videos. As a result, you can increase your audience reach and the number of subscribers.

Pinterest. A favorite platform for inspiration for creatives. Of course, the emphasis is on the visual and the female audience (approximately 71% of users are women). The main types of advertising: are images, video, and carousels.

Social media advertising is a 360° audience reach tool. The main advantage is that you can increase the average cost of a check simply by boosting brand awareness. Advertising is not only an engine of progress but also sales.

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