What is social media advertising?

Social media advertising is a form of digital advertising that involves the promotion of products, services, or brands on social media platforms. It involves paid advertising on social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and others.

In today’s digital world, social media advertising has become increasingly important for businesses looking to reach their target audiences and stay ahead of the competition as it offers instant results compared to Organic Social Media. In this article, we will discuss what social media advertising is, its importance for businesses, and how it can help your business reach its marketing goals.


What we’ll cover

We’ll also cover the different types of social media advertising strategies that businesses can use to optimize their advertising campaigns on social media. Additionally, we’ll delve into the various benefits of social media advertising, such as increased brand awareness, targeted advertising, and cost-effectiveness.

At ZENTA Digital, we understand the importance of social media advertising for businesses of all sizes. As a leading digital marketing agency, we have helped countless businesses achieve their marketing goals through effective social media advertising campaigns. So, let’s dive into the world of social media advertising and explore what it has to offer for your business.

Examples of Social Media Advertising

Social media advertising can be utilised in many different ways. Ultimately, your decision should be dependent on the goals of the advertising campaign and the target audience. Here are some common examples of social media advertising strategies

Paid social media advertising

Paid social media advertising is the most common form of social media advertising, which involves paying for sponsored posts or ads to be displayed to a targeted audience. Paid social media advertising can take many forms, such as image ads, video ads, carousel ads, and more.

Sponsored social media posts

Sponsored social media posts are another type of social media advertising where businesses pay influencers or content creators to promote their products or services on their social media profiles. This can be an effective way to reach a new audience and build brand awareness for your business.

Social media influencer marketing

Influencer marketing involves collaborating with influencers or industry experts to promote your products or services to their followers. This type of social media advertising can be particularly effective for businesses targeting a specific niche audience.

Social media retargeting

Retargeting involves showing ads to people who have already interacted with your brand or visited your website. Social media retargeting can be a powerful way to convert potential customers who have already shown interest in your business.

By using a combination of these social media advertising strategies, businesses can effectively reach their target audience and achieve their marketing goals.


Benefits Of Social Media Advertising

Increased Brand Awareness

Social media advertising is an effective way to increase brand awareness. With over 4.2 billion active social media users worldwide and the average time spent on social media being around 2 hours 31 minutes every day, businesses can reach a wider audience by utilising social media platforms. By promoting their products or services on social media, businesses can generate greater exposure, and reach potential customers who may not have heard of them before.

Targeted Advertising

Social media advertising allows businesses to target specific demographics and interests. Through the use of advanced targeting options, businesses can reach their ideal customers based on their age, gender, location, interests, and behaviors. This means that businesses can ensure that their content is being seen by the people who are most likely to be interested in their products or services, resulting in a higher return on investment (ROI).


Social media advertising is a cost-effective way to promote businesses. Compared to traditional advertising methods such as TV, radio, and print, social media advertising is relatively inexpensive, making it a viable option for businesses of all sizes. Additionally, social media platforms offer a range of pricing options, from cost-per-click to cost-per-impression, allowing businesses to choose the most cost-effective method for their advertising goals.

Improved Engagement and Customer Retention

Social media advertising allows businesses to engage with their audience and improve customer retention. By creating engaging advertisements, businesses can encourage users to interact with their brand, which can lead to increased brand loyalty and repeat customers. Additionally, social media advertising can also help businesses to address customer concerns and questions, providing a platform for open communication and transparency.

Measurable Results

Social media advertising provides businesses with measurable results, allowing them to track the success of their advertising campaigns. With advanced analytics and reporting tools, both internally and externally, businesses can gain valuable insights into how their advertisements are performing, including metrics such as reach, engagement, clicks, and conversions. This data can be used to optimise future campaigns and ensure that businesses are getting the most out of their advertising budget.


Social Media Marketing vs. Social Media Advertising

While social media marketing and advertising is often used interchangeably, they are two distinct strategies. Social media marketing refers to the organic efforts a business makes to build its brand and engage with its audience on social media platforms. This includes activities such as posting regular organic content to social platforms, responding to comments and messages on your social platforms, and building a community around your brand.

On the other hand, social media advertising involves paying for sponsored posts or advertisements to appear on social media platforms. This allows businesses to reach a wider audience and target specific demographics or interests, obtaining results more or less instantly.

How Social Media Marketing and Advertising Work Together

Social media marketing and advertising can work together to create a cohesive strategy that drives results. By using social media marketing to build a strong brand presence and engage with their audience, businesses can create a community of loyal customers who are more likely to respond positively to their advertisements. Additionally, businesses can use data from their advertising campaigns to inform their social media marketing strategy and create content that resonates with their audience.

Types of Social Media Platforms

6 Types of social media platform types:

  1. Social networking sites – Facebook, LinkedIn, and Google+.
  2. Microblogging sites – Twitter and Tumblr.
  3. Photo-sharing sites –Instagram, Flickr, and Pinterest.
  4. Video sharing sites – YouTube, Vimeo, and TikTok.
  5. Live streaming sites – Facebook Live, Instagram Live, and YouTube Live.
  6. Discussion forums – Reddit, Quora, and Digg.


Examples of each type of social media platform

  1. Social networking sites – Facebook allows users to connect with friends and family, while LinkedIn is designed for professionals to network with colleagues and other business-focused individuals.
  2. Microblogging sites – Twitter is used for short messages and updates, while Tumblr is used for blogging and sharing multimedia content. Another great alternative to Tumblr is a website called Medium
  3. Photo sharing sites – Instagram is a platform for sharing photos and short videos, while Flickr is used for storing and sharing high-quality photos.
  4. Video sharing sites – YouTube is the largest video sharing platform and is used for entertainment, education, and marketing purposes. With 3.7 million new videos being uploaded daily onto the platform.
  5. Live streaming sites – Facebook & Instagram Live allows users to broadcast live video. With 1 in 5 users watching a live video every day on Instagram.
  6. Podcast and music sharing sites – SoundCloud is a platform for sharing music and podcasts, while Spotify is used for streaming music and creating playlists.


Social Media Advertising Strategies


Defining your target audience

Defining your target audience is an essential first step in social media advertising. Knowing who your audience is will help you create more targeted campaigns that resonate with your audience.

You can use social media analytics tools to gather data on your audience’s demographics, interests, and behaviors. We recommend Google Trends to help you find what’s currently trending/popular.

Now you can create a detailed profile of your ideal customer and tailor your messaging and ad creative so that it’s more appealing to them.


How to create a social media advertising budget

When it comes to social media advertising, you don’t need a large budget to get started. However, it’s important to have a clear idea of how much you’re willing to spend on each campaign.

Setting a budget will help you prioritise which platforms to advertise on, which audiences to target, and the best type of ads to create.


Choosing the right social media platforms for your business

Not all social media platforms are created equal. Each platform has its own unique features and user demographics, which means that some platforms may be a better fit for your business than others.

It’s important to choose the platforms where your target audience is most active and engaged.

For example, if you’re targeting a younger audience, TikTok or Instagram may be more effective than LinkedIn or Twitter.

Creating engaging and shareable content

Creating content that is engaging, informative, and shareable is key to a successful social media advertising campaign.

Your content should be visually appealing and resonate with your target audience. Experimenting with different ad creatives/formats, such as video or carousel ads, can also help to increase engagement and shares. Remember to always base your actions on the data your campaigns are generating.

Measuring and analyzing results

Measuring and analysing your social media advertising results is essential to understanding the effectiveness of your campaigns.

Social media analytics tools such as Google Analytics 4 can help you track metrics such as reach, engagement, conversions, and ROI.



Overall, social media advertising is an effective way for businesses to increase brand awareness, reach a wider audience, and drive measurable results. By understanding the key benefits of social media advertising and how it differs from social media marketing, businesses can create a winning strategy that meets their advertising goals and supports their overall marketing efforts.

At ZENTA Digital, we specialize in creating customized social media advertising campaigns that drive results for our clients. Contact us today to learn how we can help you grow your business through social media advertising.


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Andy Segon
Andy Segon
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