Social Media Advertising: 101

Social Media Advertising: 101

Social media advertising is a must if you’re looking to reach a new, targeted audience—fast.

Of course, it can be scary to move from an organic social strategy to putting real money on the table. So, it’s important to understand all the options.



All the major social networks offer advertising options. That doesn’t mean you should use all of them.


When thinking about which social networks to use for advertising, look at which ones perform well organically and apply to your business. Networks where your content naturally strikes a chord with fans are an obvious choice for your first social ad campaigns. Continue to experiment to see which ones you see the most growth.


When choosing where to place your ads, it’s also helpful to know which networks are most popular with your target audience. Pinterest, for example, has far more female than male users. If you’re targeting a younger crowd, you’ll likely find them on Snapchat and Instagram.


Types Of Social Media Ads


Photo ads

In addition to a photo, Facebook + Instagram photo ads include 125 characters of text plus a headline and link description. They can also include a call-to-action button like Shop Now, Visit Profile, Send Message or any other type of CTA.

You can create your photo ad in Facebook Business Manager, or simply promote a post with an image from your Facebook Page.


Quick tip: Facebook photo ads work really well for showcasing new products or services. Show people using your product, rather than a simple photo of the product itself.


Video ads

Facebook video ad options range from short mobile video ads up to 240-minute promoted videos designed to be watched on desktop. With so many options, it’s critical to have solid goals and understand who your target market is and where your video will reach them.

Facebook video ads can work well in conjunction with a TV ad campaign. Even if T.V. is not part of your marketing mix, video ads can be a great way to draw people in. Use compelling visuals that highlight the best parts of your brand.


Quick tip: Short videos tend to have higher completion rates. However, if you’ve got a compelling message you can go a little longer. Rareform uses mobile Facebook video ads to highlight its unique value proposition. The company makes bags out of recycled billboards. Their video ads get a 19% higher return than ads without video.


There’s a social media ad solution for every budget, from just a few dollars a day to million-dollar campaigns.
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