Social Media Advertising


Social media advertising is an extension of your overall marketing and advertising strategy. You’ll create and publish adverts on social media platforms (like Facebook and Twitter) that are relevant to your industry. These will typically promote products and services or feed into a wider advertising campaign.

Social media advertising gives marketers the opportunity to truly test what works. Plus, you can find new audiences, and better understand how people engage with the content you create.

Best Social Platforms For Social Media Advertising

Wondering which social media platform complements your desired demographic and business KPIs? We’ve broken down each of them below. 







Types Of Effective Social Media Advertising

There are many ways in which you can utilize social media platforms. From display ads to personalization to working with influencers on social channels, we’ve rounded up what these involve and the benefits you can gain from them.

Facebook ads

Tap into the world of Facebook ads and have your brand seen by users that are likely to come to you in the future. You can set demographic, locality and time of day to ensure your ads are being seen by the right people.


While the feelings about influencers fluctuate regularly, there’s no doubt that choosing the right influencer can really support a wider marketing campaign.

Instagram Stories

Instagram’s sponsored posts crop up on feeds and in Stories to present users with an advertisement that should be relevant for their interests and age. 

How To Get A Good ROI (return on investment) From Social Media Advertising

Ultimately, the ROI you enjoy from your social media advertising will depend on your strategy and setting smart goals.

The ROI from this activity isn’t as clear cut as simply ‘how much money have I got back from my investment?’. Instead, what you consider to be a ‘return’ on your investment depends on what your overall goals are.

Tips For Creating A Social Media Advertising Strategy

Got a feel for which platform and ad type is right for you and what you want to achieve to get a good ROI? Then we’ve rounded up some tips for when it comes to sitting down and mapping out that social media advertising strategy. 

Understand your social media goals

We know that the aim of the game is to get more sales or leads through the door but it pays to map out what your overall goals are for your social media strategy. 

Know your audience

Of course, understanding your demographic is important – but tailoring your social media strategy to your audience on each separate platform is equally important. 

List of important calendar dates

Every industry or area of expertise has its very own, important calendar dates. These could be trade shows, lifestyle events or related national days that you can piggyback on to promote your brand in a semi-natural way. 

Choose your platform

While consistency is key when it comes to your display ads on social media, it’s important to bear in mind that each platform has its own set of rules and nuances. 


There are a number of elements of a social media advertising strategy that should remain consistent, including: How your display ads appear, When you post, Who you target

Decide what type of content you want to share

The type of content you want to share and use in your advertising may require another layer of planning. Video content, for example, requires some further thought into what it features, who creates it and the overall cost. The latter will vary, depending on whether you’re using a videographer or a stock library.  

Create a content calendar

A content calendar is a centralised document that features all your plans for the year ahead. You can have a number of content calendars – from on page focused plans to paid advertising and the specifics of your social media campaigns. 

Be flexible with what’s trending

Social media offers marketers the opportunity to be completely flexible with their advertising campaigns. You also have the chance to jump on trending news or the latest viral sensation. 

Make room for video content

When asked, 54% of consumers confirmed that they want to see more video and people spend six hours and 48 minutes a week consuming video content.But, you don’t have to go out and buy flashy cameras or rent out studio space.

Creative Management Platform

Begone excel spreadsheets and numerous processes and documents. Instead, bring everything together under one CMP and use this to do everything from designing or reconfiguring adverts to suit each platform to scheduling posts. 

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