Paid Social Media Advertising: What Platform Is Right for Your Brand?

August 1, 2023


A person stands in front of a white board and plans out the social media advertising strategy.

Advertising on social media is becoming an increasingly popular way for businesses to reach their target audiences and grow their brands. However, choosing which platform to use for social media scheduling and social media ads can be overwhelming. With so many different options, how do you know which one is right for your brand? 

Let’s explore the benefits of paid social media advertising and how to decide which platform is best for your business. 

Advertising on Social Media: Why It Matters 

Social media has grown into an essential platform for businesses. It’s a great way to connect with your clients and demonstrate your brand, products, and services to a large audience at once. 

However, with the constant changes in algorithms and organic leads decreasing, many businesses are turning to targeted social media ads. Advertising on social media can give your business a boost in four major ways: 

  • Reach a wider audience 

  • Drive more traffic to your website 

  • Generate leads 

  • Increase sales 

Therefore, creating a strong digital presence is essential for your business to stand out among competitors. 

Which Social Media Ads Are Best for Your Brand? 

Determining which social media ads are best for your brand is an important part of effective social media advertising. There are various social media platforms that offer paid advertising options. 

However, each platform offers unique features and targeting capabilities. Therefore, choosing the right platform for your paid social media ads is key. 

Here are two main questions to consider to determine where to put your marketing money: 

  1. Who is your target audience? Consider the demographics and interests of your target audience. For example, if your brand caters to a younger demographic, then platforms like TikTok are best. If your target audience is professionals, then a platform like LinkedIn would be more suitable. 

  2. What is the nature of your business? If your brand is visually oriented, platforms such as Instagram or Pinterest would best showcase your products. However, if your business relies on sharing updates, news, and industry trends, a platform like LinkedIn or Threads might be better for you. 

With careful consideration, you can make an informed decision on which social media platform is the right fit for your brand. Maximize the impact of your paid social media advertising efforts by choosing wisely. 

Let’s take a look at some of the most popular social media advertising options. 

Facebook Advertising 

Facebook advertising offers several advantages for businesses looking to increase their brand visibility. With a user base of billions, businesses can reach a large audience through targeted social media ads on Facebook. 

Additionally, Facebook's advanced targeting options allow businesses to reach their ideal customers based on demographics, interests, and behaviors. 

However, it is important to consider the disadvantages as well. Facebook's algorithm changes can impact the reach of social media ads, and the platform's ad costs can be expensive for smaller businesses. Additionally, managing and optimizing Facebook ads requires time and effort, including social media scheduling and monitoring.

Instagram Advertising 

Instagram is a highly visual platform with a focus on images and videos. This makes it a great platform for brands with visually appealing products. Additionally, the platform's social media scheduling tools make it easy to manage and track your ads. 

However, keep in mind that Instagram's audience tends to skew younger. Therefore, it may not be the best choice for brands targeting an older demographic. Be sure to weigh the pros and cons of Instagram advertising before deciding if it's the right fit.

LinkedIn Advertising 

LinkedIn is a professional networking platform. It is a valuable space for businesses looking to target professionals and business-to-business clients. LinkedIn has a vast user base and extensive targeting options. 

However, it is important to consider the higher cost per click on LinkedIn compared to other platforms. Not to mention, the niche audience on LinkedIn may limit your reach. 

YouTube Advertising 

Did you know that YouTube is the second-largest search engine in the world? If your business effectively showcases its products or services through videos, YouTube may be a good fit for your social media advertising needs. Also, you can target your paid ads to only your target audience on this platform. 

However, YouTube advertising can be expensive, making it difficult for small businesses with a limited marketing budget. 

Look to ASAP for Guidance

All in all, this is not an exhaustive list of platforms you can use for paid social media advertising. For more information on starting social media ads, identifying your brand, and increasing your digital presence, look to ASAP! We have great webinars on establishing your digital presence and a plethora of other resources for you to leverage as you build your business and personal brands.

Join the Conversation

Welcome to the ASAP Circle, a community platform for peer-to-peer conversation on trending topics, professional challenges, and shared experiences. We even have designated spaces for weekly Tuesday Coffee Breaks.

Start Connecting Today!

American Society of Administrative Professionals

Producer of

APC  EA Ignite