The main idea behind marketing is that businesses need to be where their customers are. And today, they are most likely on Facebook, Instagram, LinkedIn, TikTok, and other socials. Surprisingly, as a social media advertising agency, we’ve seen too many businesses left out of these profitable traffic sources. Some marketers believe these platforms cater to entertaining purposes only, and others feel overwhelmed by the number of available options.
Indeed, every social media serves a specific type of audience, so it’s important to find yours to use the budget effectively. Anyway, let’s see what makes these platforms so powerful and a must-have for modern marketing.
Why Social Media Advertising Matters
One of the first things that makes advertisers want to go on social media is reach, as there are over 5 billion active users worldwide ( that’s about 60% of the global population!). So, if you’re a brand and not advertising to social media users, you’re missing out on a massive audience.
The biggest advantage of social media advertising is its targeting capabilities that empower you to pick exactly those users out of 5 billion who are more likely interested in your products or services. On the other hand, in traditional forms of advertising, like TV, radio, or print, it’s tough to know if your message is reaching the right people.
So, social media lets advertisers target specific audiences based on factors like:
- Age
- Location
- Interests
- Behaviors
- Device usage
- Even job titles!
For example, if you run a clothing store that specializes in yoga wear, you can launch ads on Facebook and target women, ages 25-40, who have shown an interest in yoga, fitness, or wellness. Your ad will be seen by people who are already likely to care about your products.
And there’s more:
1. Cost-Effectiveness
Social media ads also have a major edge in terms of cost-effectiveness. Traditional ads, like TV spots or billboards, are often very expensive. But social media platforms like Facebook, Instagram, and TikTok let brands set their own budgets, starting with a few dollars a day. Even small businesses can run ads that reach a targeted audience and still stay on budget.
Facebook ads, for example, offer many pricing models, including pay-per-click, meaning you only pay when someone clicks on your ad.
2. Engagement and Interaction
Another unique marketing effect of social media ads is that they encourage interaction. Unlike a print ad where the most you can do is read it, social media ads often invite users to engage in real-time by liking, sharing, commenting, or even clicking to learn more.
Studies show that 64% of people buy something after watching a branded social video (WordStream). Plus, the more people engage with your ad, the more likely it is to show up in others’ feeds, thanks to algorithms that promote engaging content.
3. Influencer Marketing
One more big trend in social media advertising is influencer marketing, which involves partnering with social media influencers. These are people who have a large following and influence on platforms like Instagram, YouTube, or TikTok. Influencers often have loyal followers who trust their opinions, so when they promote a product, it can have a major impact.
Beauty brands like Glossier or Fenty Beauty have used influencer marketing to build their reputation. They partner with influencers who share their products and promote them to their engaged audiences.
The Data-Driven Approach
In addition to flexible targeting options, tracking and measuring the performance of ads is one of the most powerful aspects of social media ads. Traditional ads don’t show who’s seeing them or how effective they are but social media platforms give detailed analytics. You can see metrics like:
- Impressions (how many times your ad was viewed)
- Clicks (how many times your ad was clicked)
- Engagement (how many people liked, commented, or shared your post)
- Conversions (how many people took the desired action, like buying a product)
Having this data, you can spot the patterns and optimize your campaigns in real-time to improve the performance of your ads and get he best possible return on investment.
Conclusion
In the age of smartphones and constant connectivity, brands cannot afford to miss out on social media advertising. Its ability to reach a massive audience, target specific demographics, engage users, and show measurable results makes it valuable and accessible for businesses of all sizes.
So, if you haven’t already, it might be time to get your brand on social media and start advertising. With the right strategy, digital marketing agency, and a little creativity, the possibilities are endless!
