Does Social Media Advertising Work?

Written by Nick Stamoulis

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Social media can be a nice addition to your digital marketing strategy. Almost everyone uses social media. Most people use more than one platform. This means your target audience will have greater exposure to your brand or business. Social media advertising is an option that some people choose in addition to creating posts and engaging with followers to keep you in front of users’ eyes.

Here are the pros and cons of using social media advertising:

Increased Brand Awareness

Social media advertising is a great way to increase brand awareness. Paid advertising can help you to reach a wider audience. The wider your reach, the more followers you will gain and traffic to your website will increase, followed by more conversions. By using social media advertising, you are in effect bringing yourself to your target audience and instead of them having to seek you out. Since your target audience is spending time on various social media platforms, advertising there makes sense.

Increased Engagement

Social media advertising can help to increase engagement with your target audience as well as attract more of an audience. Social media advertising can be liked, shared, and commented on, which is something that cannot be done with search engine advertising. Not only can your audience engage, but you can engage back by responding to comments and questions. Customers love to see interactions between business and people. It gives them a better look into who you are and what you stand for.

Higher Conversion Rates

With social media being as popular as it is, advertising your product or service only makes sense. Many people discover new brands, products, and services they love on social media platforms. When you set out to create and post social media ads, you need to begin with a goal. More than likely, one of those goals will be to improve conversion rates. Having a clear objective will also help you to determine which are the best platforms to advertise on.

Anyone who has spent time on social media knows there is no shortage of ads. For this reason, you need to create compelling ads that will grab users’ attention. Both images and copy matter. Don’t forget, your social media ads are only the first impression users have of your brand. You want to make sure that your landing page is optimized to keep the good impression going and further increase your chances of making conversions. To increase success with ads, A/B testing should be conducted rather than guessing which will perform.

No Guarantees

With all that being said, social media advertising won’t be the right fit for every brand and business. If you’re hoping to rely on advertising to increase followers, traffic to your website, and conversions all on their own, there’s a bit more to it. As mentioned, engagement is important. Paid social media advertising can be a gamble at times. Ad space is limited, which can mean a higher cost for you. If you decide to work paid ads into your budget, you need to make sure you’re posting what your audience wants to see. It never hurts to test ads to find out what’s going to work.

As you can see, social media advertising can work, but it depends on your business goals and your approach. Ads can’t do the work alone. Like anything, paid social media ads have their share of obstacles, but the benefits to your business can be worth overcoming them.


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