Social media advertising is paid online advertising on social networking platforms such as Facebook, Instagram, Twitter, Snapchat, LinkedIn and more. These ads show up when users of the platforms are scrolling or watching videos, which is why most of these platforms charge every time they show the ad, rather than every time someone clicks on it. Outside of search advertising, social media advertising is the most popular digital advertising channel available.
Social media advertising stands out, as it lets advertisers incorporate videos or images to create a more attractive offer for their audience. This makes it easier for relatively unestablished brands to make sales and scale quickly. With Facebook and its platforms seeing so much success from social advertising, it’s easy to see why many of the other social networking platforms have recently implemented their own advertising channels.
An added benefit of social media advertising is the ability to leverage incredibly detailed audience information from the platform. People tend to share a lot when they post to social media, and platforms like Facebook or LinkedIn are able to use that data to create audience segments to match your potential customer. If you know your target audience, you can easily craft a specific message for that person, which is more likely to convert.