It pays to socialise: Why paid social media is definitely worth the investment

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Paid social media is a way of advertising on popular social media platforms such as Facebook, Twitter, Instagram and LinkedIn to target a specific sub-audience. Pay-per-click advertising, branded or influencer-generated content, and display ads are all examples of paid social media.


Paid social media on each platform differs depending on the campaign and audience, but each platform has the ad tools to help you create, schedule, and post ads that effectively target your audience.



Facebook Targeted Ads let you show ads to your customers based on their behaviour. This is useful in that you can keep advertising to your existing Facebook customers based on what Facebook tells you about their use of the app.


The analytics Facebook gives you lets you experiment by trying different ad formats to see what your audience engages with. Facebook will automatically show your ads to people who are most likely to find your ads relevant. Other tools allow you to define an audience based on criteria such as age, interests, geography and more.



Twitter paid ads aren’t as obvious as ads on other social channels because they look like regular tweets. That’s probably why Twitter reports that 41% of users purchase a product after seeing an ad within a month.


Twitter has various types of ad for you to choose based on your goals, with software built into the platform to let you target a specific demographic. And with ad settings based on your budget, you can choose how frequently your ad will be seen, and the kind of ad to run.



Instagram has over a billion users and is built around sharing images and videos. As their website says, people come to Instagram to be inspired and discover things they care about, including content from brands and businesses like yours.


A Instagram business account lets you run ads from your Instagram account. Your budget is then tied to the length of the ad run. And with so many different visual styles running on Instagram, there are different ways to leverage paid social media, such as Image or Video.



Most people know LinkedIn as a highly valuable tool to network with like-minded professionals. But LinkedIn also has the potential to reach 60 million decision-makers, making it by far the most popular social media platform for lead generation.


On LinkedIn you can run campaigns around clearly defined goals such as brand awareness, lead generation, or social engagement.


LinkedIn’s targeted ads let you set keywords and select audiences by category. You can also play around with ad formats to discover which is most effective. You can even engage prospects with dynamic ads automatically personalised to them.


Paid social media works for any size of business

Once you know how to use them (and which ones are best for your audience) you can soon begin reaping the benefits for your brand and get the highest ROI.

Looking to get social? Talk to our expert team today to see how we can help your business use paid social to reach your marketing goals.