Everybody knows that social media is a key asset for brands. However there is still a huge number of businesses that have not unlocked the potential of social media advertising yet.

But let’s start from the beginning. Do you know what social media advertising is? 

According to toolbox.com:

Social media advertising is an offshoot of digital marketing where paid ad campaigns are run on social media platforms to reach target audiences.

Even if customers discover brands through different channels, they are likely to look for them on social media too. 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 before buying something. That’s why it is so important that they can find you there, and that you create organic and paid content. 

If you are still deciding whether to try social media advertising or not, here is all you need to know to give it a go!

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, increase website traffic. This is also a low cost way to push your content, products and brand and reach your objectives.

Using social media ads you can target a very specific audience

You can reach customers based on behaviors and interests, ages 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. 

With social ads you will reach new customers

According to Statista, 70% of the U.S. 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 stay where your audience is. In many cases, investing money on social media ads can be more profitable than spending money for traditional advertising, such as newspapers 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 better suits your needs.  These formats allow you to convey your advertising message in different ways, such as video, text, carousel, image and much more. 

If you don’t remember all of them, here is a quick recap:

  • Image Ads

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

They usually perform very 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 (since November 2020), LinkedIn and Pinterest and it will let you share up to 10 images, each one with its individual link and CTA button. 

This is the perfect way to explain how your product works, from the beginning to the 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 creatives. Videos are visually captivating and engaging and they work very well at holding audience attention. 

According to Digivizer.com 63% of LinkedIn (mobile-viewed) videos and 85% Facebook videos are watched with 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 maintain 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 ad, users can have a fast-loading, powerful, visual, instant experience. 

  • Interactive Ads

They 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 to get users to perform a given action. Examples of interactive ads can be a photo 360 degrees, 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 to their customers something that they can use, such as an e-book or a guide. In exchange, they ask for personal details (emails, opinions). 

Lead form ads can often integrate with other technologies you might be using, like CRM (Customer Relationship Management) databases for capturing the 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 serve up previously visited products. 

Are you ready to try your first ad campaign?

We hope this article will help you to start your exciting journey into social media advertising. 

Do you need support with your campaigns? Email us, we will be happy to help you.

We would like to end this article with the wise words of Dave Villis: Don’t use Social Media to impress people, use it to impact people.

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 like 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 a lot of different formats.