Paid Social Media

Aug 24, 2018 · 3 min read

Social media is a powerful tool if used correctly, and paid social media ads are not exception, as you might think. Nowadays using paid social media ads is necessary for an effective digital marketing strategy. They attract new leads and captivate a broader audience.

In the online marketing world, there are two types of social media: organic and paid. Organic social media is where the brand controls 100% of the channel content and platforms. These posts reach people who have liked your page directly.

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An example of this would be a Facebook post as a brand directly on a Facebook page wall. Your post is reaching number of people who come across without boosted distribution. You have no control over who or how many people see your post when you hit publish…it just organically happens to reach those who have chosen to follow, like or engage with you.

This is a good way to create a following. The downside, the number of people influenced is probably not as many as you would want.

Paid social media is where a brand pays to promote the channel through boosted posts.

Paid social media is helpful because it allows you to reach people who may not follow your business directly. You can also target those who have expressed interest in your type of business/product and fall within your target demographic.

How exactly can paid social media ads help your business ?

1. Effectively Target Customers

One of the best features of paid social media is that it allows marketers to target customers effectively. Companies can identify certain audiences based on some factors, such as age, gender, or region.

Using this information, marketers can write detailed content specifically directed at the exact audience they want to reach.

Paid social media ads can also be a great way to improve brand awareness due to their ability to reach broader audiences.

2. Take Advantage of Multiple Channels

Marketers can use many different channels to reach their audience, from Facebook and LinkedIn to Twitter and Instagram.

However, an effective marketing strategy will integrate multiple platforms to reach more of the audience.

After all, while part of the targeted audience may use Twitter, others may be using only Instagram or Facebook. By cross-channeling, marketing professionals can achieve better results.

3. Paid exposes an otherwise unseen audience

When social posts are delivered with the right message and targeted the right audience using the right methods magic happens. The benefit of paid, is its ability to surface new audiences that would have otherwise not seen your content.

And if your content is relevant to that audience, there’s a high chance they’ll share it, leading to higher click-through rates and greater visibility into their personal networks.

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