Most marketers know that social media is a key asset for brands, but few have unlocked the greatest potential of social media advertising.

Even if customers discover brands through different channels, they are also likely to look for them on social media. Potential buyers/clients will check reviews, take a look at the kind of content you share, notice whether you reply to questions and interact with people, etc. Also, if they have doubts about your products or services, they will probably send you a direct message on Messenger or on Instagram Direct. 

In other words, they will probably land on your social pages at some point before buying something. That’s why it’s so important that they can find you there and that you create organic and paid content. 

Why should you invest in social media ads?

Organic reach on social posts has seen a notable downfall in recent years

Social media ads are the perfect tool to accomplish your goals. You can select your main purpose and expand your reach and visibility, drive engagement or sales, and increase website traffic. This is also a low-cost way to push your content, products and brand while reaching your objectives.

Using social media ads allows you to target a very specific audience

You can reach customers based on behavior and interests, ages, gender or location. 

There are numerous ad formats

Each social platform has its own placement and specs, but they have some common denominators. Whether it’s image, carousels or video, you can choose the format that better suits your needs and let your business shine. 

You will reach new customers

According to Statista, 70% of the US population has at least one social media profile. Running ads will allow you to reach out to new people that may benefit from your services or products.

You will engage with your followers

Your customers are there. They spend hours and hours on social media channels. You should be where your audience is. In many cases, investing money on social media ads can be more profitable than spending money on traditional advertising, such as newspaper ads or TV ads. 

If your audience is there, your competitors are there, too

If your business wants to remain competitive in the digital marketplace, it’s vital that you improve your presence on social media, update your website regularly, create attractive content and of course, promote your products or services on social media. 


One of the great pros of social media advertising is the huge number of setups. From image ad to product ad, you can find the option that best suits your needs.  These formats allow you to convey your advertising message in different ways, such as video, text, carousel, image and many more. Here’s a recap of what’s available:

  • Image Ads

Image Ads are available for Facebook Instagram, Pinterest, LinkedIn, Twitter and Snapchat. If you want to know more about Facebook and Instagram Advertising, check out this article.

They usually perform especially well on Instagram, Snapchat, Facebook and Pinterest, since people want and expect images on these platforms. Images with little or no text usually make for a better audience experience.

  • Carousel Ads

This format is available for Facebook, Instagram, Twitter, LinkedIn and Pinterest and it will allow you to share up to 10 images, each one with an individual link and CTA button. 

This is the perfect way to explain how your product works from beginning to end or to show educational content.

  • Video Ads

Video Ads are very popular on social networks. They are available on every platform and preferred over other creative options. Videos are visually captivating and engaging and they work very well at holding audience attention. 

According to, 63% of LinkedIn (mobile-viewed) videos and 85% of Facebook videos are watched with the sound off, so don’t forget to add subtitles and text.

  • Text Ads

You can sponsor or promote a text-only post on Facebook, LinkedIn and Twitter to increase its reach. If you select this kind of ad, remember to keep the message short, targeted and attractive.

  • Collection Ads

Collection Ads are available for Facebook, Instagram and Snapchat. They combine a big image (or video) banner with a row of four products underneath. 

Thanks to this type of ad, users can have a fast-loading, powerful and visual experience. 

  • Interactive Ads

These are available on Facebook, Messenger Ads, Twitter and Snapchat.

The purpose of this format is to create a connection between the brand and the audience while engaging people and getting users to perform a given action. Examples of interactive ads could be a 360-degree photo, replying to a question or answering a poll. 

  • Lead Form Ads

Lead forms ads are available for Facebook, Instagram, LinkedIn, Twitter and Pinterest. Advertisers usually give their customers something that they can use, such as an eBook or a guide. In exchange, they ask for personal details (e.g. emails or opinions). 

Lead form ads can often integrate with other technologies you might be using, such as CRM (Customer Relationship Management) databases for capturing customer details, Messenger or InMail services.

  • Product Ads

This kind of ad is available for Facebook, Instagram, Twitter, LinkedIn and Pinterest. It’s perfect to use when you have more than 10 products and you want to retarget users in a dynamic way. 

After visiting a website, you have probably seen dynamic product ads pop up in your social feed. This is because they use Facebook’s pixel tracking to promote previously visited products. 

Ready for your first ad campaign?

We hope this article will help you start your exciting journey into social media advertising. If you need support with your campaigns, we will be happy to help you.

What formats can I use in social media advertising?

There are multiple ways you can set up a social media campaign. You can use the most basic formats such as image, carousel, video and text ads, or more elaborate ones like collection, interactive, product and lead form ads.

Why are social media ads beneficial for my marketing strategy?

You can build organic reach on a low-cost budget, target your audience in specific ways, improve your user engagement and create campaigns in many different formats.