Social Media

Social Media Marketing: A Beginner’s Guide

Advertising expertise on social media platforms is a necessary in today’s marketing mix if you want to quickly and precisely target an audience and keep them interested in what you have to offer.

On almost all of the most popular social media sites, organic reach is dwindling. Running advertising may soon become necessary to continue using the potential of social media for your company.

To start wagering real money on social media after having relied primarily on free organic methods might be a big step. Hence, it is recommended that you start by familiarising yourself with the fundamentals and best practises of your various advertising channels.

You’ll learn about the many social media advertising opportunities available, as well as practical advice on how to make the most of them to increase your brand’s visibility and bottom line.

To begin, let’s define social media marketing

As a sort of online marketing, social media advertising entails crafting promotional initiatives that are then sent to social media users that fit a very particular demographic profile.

Networks like Facebook and Instagram operate as a matchmaker between companies and consumers by collecting data on users and their interactions to display targeted advertisements.

What makes advertising on social media so effective is the ability to narrow your focus to a certain group.

Social media advertising may deliver a significant (and immediate) boost in conversions at a cheap cost of acquisition if the proper platform(s) are used and best practises are followed.

Although it’s true that all the big social media sites now allow companies to buy ads, this doesn’t imply you should spread your marketing dollars too thin.

Putting money into Instagram and Facebook advertisements might be a good idea if you own a new coffee shop in town and are trying to become noticed. In contrast, investing in LinkedIn and Twitter advertisements may be more prudent if you are a B2B SaaS firm with sales KPIs to meet.

Spend some time learning about your intended market’s demographics (such as age, interests, and hobbies), purchasing habits, advertising preferences, potential offence levels, and more.

Take a poll of your current clientele. Inquire as to their favourite or most-utilized social media site(s). Study what your rivals are doing. Test out which social media platforms naturally attract the most attention to your company.

To sum up, don’t take a stab in the dark when deciding where to place your adverts; instead, consult the numbers.

Major Players

Advertising on Facebook

Facebook is the most widely used social media site, with over 2.7 billion active users each month.

Facebook’s vast targeting capabilities allow you to drive visitors to your online or brick-and-mortar shop, increase interaction, find new leads, and more. Listed below are the many Facebook advertisement options available to you.

Advertisements with Photo and video

According to research conducted on Facebook, adverts consisting simply of photos were the most effective at attracting new users.

Facebook’s photo advertisements have 90 character limits on copy, plus a headline of 25 characters. A “Shop Now” or “Browse Catalog” button is also a good idea. Create a photo ad in Facebook Business Manager or promote an existing image post on your Page.

Including photographs of real people using your items into your advertising is a terrific way to boost sales.

Video ads on Facebook may range from brief, repeating pieces that play automatically in users’ newsfeed to full-screen, immersive 360-degree productions.

While shorter films tend to do better in terms of viewer engagement, a lengthier video may be worth promoting if it has particularly compelling content. The video format used by social networking sites is ideal for showcasing the unique qualities of your company’s services and/or products.

Stories ads

Ads in the Stories format can run for up to 15 seconds in length, with photographs showing for six seconds and videos for as long as 30 seconds.

You can’t make advertising specifically for Facebook Stories, but you may include them as a placement in Instagram Stories ads or using the Automatic placements option.
As Stories disappear after 24 hours, they’re great for spur-of-the-moment promotions with short expiration dates.

Ads that may be played

Mobile-only interactive previews called “Playables” give customers a taste of games and applications before they commit to downloading them.

One of the first things consumers see in these adverts is a teaser encouraging them to do so. A full-screen demo is available for testing before downloading or paying for the software.
An easy two-step instruction that encourages visitors to engage with your ad is recommended for this format, which is great for offering a brief trial of your game or software.

Advertisement on Instagram

These are the several kinds of Instagram advertising you may use to reach your target demographic, which includes Millennials and younger users.

Photo and video ads

These advertisements resemble typical Instagram posts except for the “Sponsored” label at the post’s upper right corner. For added impact, consider including a call to action (CTA) underneath the image.
Being consistent in your aesthetic with your Instagram’s organic posts is essential to the format’s success. Increased brand recognition is the result.

Commercial carousels

With carousels, users may swipe left or right to cycle through a set of photos.
Make sure all the photographs in your carousel ad have something in common so that visitors don’t get the wrong impression as they scroll through.


Ads may now be included into user-generated content on IGTV, which was designed for longer-form videos.

Users begin seeing these commercials once they’ve navigated to IGTV, and each ad can be up to 15 seconds in length.

Collection Posters

Promotional collections often include both a large banner picture and several smaller graphics. When a user clicks on your advertisement, they will be sent to an Instant Experience, which is effectively a preview of your inventory without having to leave Instagram.
There’s no room for a headline here, but you may include up to 90 characters in the body.