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Why Social Media Advertising is important – What platform is best for which ad?

We all know there is a lot of competition for our attention these days. This is why ad campaigns are so important – your business needs to be visible for your customers and audience if you want to thrive. Let's take a look at some platforms that can help you with this task!

Why Social Ad Campaigns Matter

Ad campaigns are the marketing tools that companies use to get their product seen. The length of time an ad campaign will last depends on the target audience, but it can be as short as a week or as long as a year! When a new product or service is invented, there is usually an ad campaign created for it in order to make the public aware of it.

When deciding where to advertise, remember that each social network has its own unique audience, so find out where your ideal customers are and meet them there. If your target audience is aged 60 or over, a social platform like TikTok is probably not the best option, but Facebook might be.

And if your brand is already active on social media, find out which platforms are already showing good organic results - this can be a good indicator of where you should focus your advertising efforts.

1. Facebook

As the world's largest social networking system, it is safe to say that Facebook is a reliable option when it's the place for advertising. Facebook is popular among a variety of demographic characteristics, including gender and age, meaning that there is a good chance that your target audience will interact with the ads as well.

These are some of the ways in which Facebook ads can help you achieve campaign goals:

  • Building brand awareness: Increasing your reach and exposure of your products to potential customers.

  • Consideration: Direct traffic to your website, harnessing lead generation of potential customers through emails for activation, content, blog post and access to potential customers through Messenger.

  • Conversion: Set up a Facebook Shop to give customers a smoother shopping experience, attract traffic to both actual stores and traditional stores and increase conversion rates.

2. Instagram

Instagram is an ideal platform for brands that offer products that are visually appealing and easy to integrate into visual media.

Instagram has a huge user base, although it is significantly younger than other advertising platforms. Therefore, if your business and your target audience fit both of these characteristics, Instagram advertising may be your best option.

3. Twitter

Twitter is an extremely popular social media platform that has been in use for over a decade. It is the perfect platform for finding breaking news and connecting with influential people. Twitter offers two advertising options for brands:

Quick Promote: Where it automatically promotes Tweets to your target audience, all you have to do is select a promoted tweet from your timeline and set your target audience, and Twitter will do the rest for you.

Twitter ads: These ads are targeted. You must first select your preferred business goal, and Twitter will only charge you for actions that align with your goal.

4. Tiktok

Although a relatively new player in social advertising games, TikTok has great potential to reach potential customers, especially younger audiences. TikTok's social commerce opportunities are primarily focused on product ads that pop up in the "For You" page which is designed for each user according to their likes and dislikes.

Ads are full screen and appear for nine seconds, just like an organic TikTok post. Below each ad, users can tap the “Shop Now” button, which takes them directly to the retailer's e-commerce site to complete their checkout.

6. Linkedin

As the largest professional network in the world, LinkedIn has a large professional user base and is able to target clients based on job qualifications. LinkedIn ads are designed to reach a corporate audience. With 69% of LinkedIn users in the US making $50,000 or more per year, the platform tends to have the highest average disposable income and high-quality leads in certain industries.

There are four types of LinkedIn ads:

  • Sponsored Content: These ads – often through images, videos, or carousels – are displayed on your LinkedIn newsfeed in order to reach a larger audience.

  • Sponsored Messaging: This is the LinkedIn version of email marketing, but instead of sending a message to the user's inbox, it goes to their LinkedIn inbox, where the user can then interact with either a chatbot or a human account manager.

  • Text and dynamic ads: Visible only to desktop users, text ads are small ads that appear at the top of the screen above a user's newsfeed.

  • Lead Gen Forms: By using pre-filled forms in your LinkedIn ads, you can collect quality leads at scale.


Social media advertising is one of the most efficient and effective ways to reach your target audience and turn them into customers. As more and more retailers dip their toes into social media, it’s important to know the ins and outs of this advertising medium so you can build your own strategy.


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