Blog Topic

Exploring Social Media Advertising Tactics

Published Date: 28th February, 2024   Written by: Admin future of digital marketing

Social media advertising has become a critical part of marketing plans for businesses of all sizes. With billions of active users across platforms like Facebook, Instagram, Twitter, LinkedIn and more, the audiences are massive. But simply creating social media accounts for your business isn't enough. You need to leverage strategic advertising tactics to maximize your reach and results.

In this in-depth guide, we'll explore proven social media advertising techniques to help grow your brand and convert more customers.

Choosing the Right Social Platforms

With so many social media options out there, how do you decide where to focus your advertising efforts? The key is identifying the platforms where your target audience is most active.
Analyze user demographics and behaviors on each of the major networks. Ask questions like:

  • What platforms does my ideal customer use on a daily basis?
  • Which networks would offer the warmest audience reception for my brand?
  • Where will my content and products inspire engagement or purchases?

Allocate more of your ad budget to the social platforms that provide the best fit for your brand and goals. For most businesses today, Facebook and Instagram are ideal choices to include because of their broad user bases and advertising options.

Creating Shareable Content

Social media thrives on shareable content. Posting the right content consistently is key to keeping audiences engaged over time. Before creating ads, develop a library of branded content optimized for social.

What types of content perform best?

  • Video: Short videos up to 2 minutes long tend to achieve high view and sharing rates on social platforms like Facebook.
  • Images: Compelling, eye-catching images that are relevant for your brand. Can include photos, graphics, illustrations, or templates.
  • Blog posts: Longer blog content that educates or entertains your audience. These should be natively hosted on your site.
  • Carousels: A series of 2-10 images/videos that users can horizontally scroll through on platforms like Instagram and Twitter.
  • Reels/Stories: Short video bites under 60 seconds ideal for Instagram Reels and Facebook Stories.
  • Live videos: Broadcasting real-time footage which viewers can interact with by commenting and reacting.

Creating a diverse mix of social content assets will allow you to promote your brand in multiple ways on social platforms.

Paid Advertising Options

Once you have killer content to promote, it's time to amplify it through paid advertising. Key options to leverage include:

  • Boosted Posts
    • Boost existing posts from your social media pages to expand their reach and engagement
    • Target specific audiences and locations
    • Low cost way to start with paid social
  • Image/Video Ads
    • Design visual ads that promote your brand, products, or content
    • Drive traffic to your site, promote offers or collect leads
    • Display across social platforms and user feeds
  • Carousel Ads
    • Highlight multiple products, images, or videos in one ad unit
    • Ideal for comparisons, collection promotion, and storytelling
    • Adapts seamlessly across mobile and desktop
  • Stories Ads
    • Create engaging short video stories up to 15 seconds
    • Deliver your message creatively and authentically
    • Vertical full-screen format ideal for mobile
    • Shared between users in the Stories feed
  • Live Video
    • Stream real-time social video to users
    • Interact with viewers through comments and reactions
    • Boost engagement and brand connection
    • Promote live streams with ads beforehand

The foundation is consistent organic posting to nurture your audience. Paid ads then help you reach new users, drive traffic, and convert followers into customers.

Targeting Your Social Ads

One of the benefits of social advertising is the ability to target your ads. You want your content and offers to reach the users most likely to be interested. Here are 5 targeting tactics to use:

Audience Insights: Both Facebook and Instagram provide detailed audience insights to help you know your customers. Analyze these demographics to create buyer personas. Target key attributes like age, gender, interests, and behaviors.

Location Targeting: Target users located in specific countries, regions, cities, or even a custom radius around a location. This is ideal for local businesses.

Interests & Behaviors: Select audiences based on their interests and behaviors on and off the social platforms. For example, users who follow related topics or have purchased online recently.

Lookalike Audiences: Find new audiences who are similar to your existing customers. Great for expanding reach efficiently.

Engagement Targeting: Target users who have already engaged with your branded posts or ads. Retargeting warms leads into conversions.

Leverage these options to ensure your ads are reaching the right people. Continually optimize your targeting over time for better results.

Writing Compelling Ad Copy

Your ad copy makes a powerful first impression. Strong ad copy quickly engages your target audience and inspires them to click through to your site or content. Follow these copywriting tips:

Focus on Benefits: Highlight the most compelling benefits your products or brand offers. Avoid generic claims. Communicate benefits clearly.

Use Conversational Language: Write in a friendly, conversational tone using second person language. This helps audiences relate to your brand.

Ask Questions: Pique interest by asking smart questions the audience will want answers to. Then provide the answers within your content.

Use Emotional Triggers: Connect with people by tapping into desires, fears, hopes, and dreams. But avoid negativity or manipulative tactics.

Tell a Story: Paint a picture of how your brand improves lives for the better. Stories help audiences see what sets you apart.

Improve Message Match: Ensure your ad messaging and landing page content are seamlessly aligned. No confusing disconnects.

Call-to-Actions: Every ad should promote a clear, singular call-to-action. Register for the webinar. Shop new arrivals. Download the guide. Keep it simple.

Ad copy should quickly gain attention, spark interest, and drive clicks. Test different messages to see what resonates best with each audience.

Creative Ad Design Principles

Along with compelling copy, your ad design also impacts performance. Follow these best practices:

  • Include Logos & Branding: Subtly integrate logos and on-brand colors/fonts to boost familiarity and trust. But don't clutter the design.
  • Focus on One Key Visual: A single large, eye-catching image/video is ideal. Avoid trying to showcase too much at once.
  • Optimize for Mobile: Vertical orientations and consolidated messaging work best, given small mobile screen sizes. Test different image layouts.
  • Use High-Quality Media: Upload only crisp, clean, high-resolution images and video. Poor quality will decrease engagement.
  • Highlight Offers Prominently: If promoting a sale or special deal, make those details pop through size, color, placement, etc.
  • Make Key Details Stand Out: Draw attention to must-see details through selective enlarged text, contrasting colors and strategic placement.
  • Drive Strong CTRs: Include enticing but honest messaging that compels your audience to click through to your site, content, or offer.
  • Test Different Options: A/B test multiple versions of copy, design, audience targeting, and placements to find what resonates best.

With a compelling blend of copy, visuals, and calls-to-action, your ads can capture interest immediately and deliver results.

Optimizing for Ad Relevance

Social platforms want to show users ads they will find interesting and useful. You need to convince the platforms your ads are relevant quality content worth displaying. Here are 5 tips:

  1. Engaging Content: Create genuinely useful, interesting content and ads. Don’t try to game the system with clickbait or fake engagement tactics.
  2. Detailed Ad Setups: Provide as much helpful targeting, demographic, and placement information as possible. The more precise the better.
  3. Landing Page Relevance: Ensure your ads lead to landing pages that deliver what was promised. No false claims or redirects.
  4. Positive User Responses: Aim for social content and ads that spark positive engagement through reactions, comments, and sharing. This signals relevance.
  5. Monitor Quality Scores: Platforms like Facebook provide quality ratings for your ads. Maintain scores above average.

By making relevance and quality priorities in your social advertising, your results will reflect it.

Measuring Performance & Optimization

To maximize your social advertising ROI, you need to regularly analyze performance and make ongoing optimizations.

Key Metrics to Track:

  • Cost per click/action
  • Clickthrough rate
  • Engagement rate
  • Conversions generated
  • Return on ad spend
  • Website traffic

Compare metrics day over day and week over week to identify positive and negative trends. Look for opportunities to improve underperforming areas.

Ways to Optimize:

  • Adjust audience targeting
  • Test new copy/creatives
  • Update landing pages
  • Change ad placements
  • Expand best-performing approaches
  • Pause poor performers

Set performance benchmarks and use insights to refine your social strategy over time.


Advertising on social media platforms has enormous potential to drive brand awareness, website traffic, lead generation, and sales. But achieving success requires an informed, strategic approach.

The keys are identifying where your audience is most active online, creating compelling content to promote, leveraging different ad formats effectively, targeting your ads precisely, writing engaging copy, designing quality creatives, and continually optimizing based on performance.

With these social advertising best practices implemented, your brand has an invaluable opportunity to connect with consumers and grow revenue across social media's billions of daily users.